| Introduction | | | | in sports. However, the reactions turned out to be |
| Advertisements are an essential part of any market | | | | negative. (BBC News, 2000) |
| system. They also contribute towards economic | | | | Mountain Dew' advertisement |
| development in the country because they enhance | | | | The advertisement tries to capture audiences |
| competition among industry players. Additionally, | | | | through the action of a biker racing alongside a |
| advertising informs people about product availability | | | | cheetah. After a while, the biker stops and attacks |
| and empowers the consumer. However, if done | | | | the cheetah head on. Thereafter, he passes his arm |
| unethically, advertisements can also bring about | | | | into its throat and draws out a can of the sports |
| irreparable harm to society. For instance, some | | | | drink –Mountain Dew. The advertisement was |
| advertisements may contain false information hence | | | | trying to indicate that Mountain Dew can give |
| misleading consumers about the product. Similarly, | | | | consumers energy to take up hard challenges such as |
| there are advertisements that encourage prejudice | | | | attacking cheetahs. The ability of the product to |
| against sidelined groups such as the physically disabled | | | | cause such a reaction is questionable. Such a |
| and racial minorities. In addition, some advertisements | | | | marketing approach is quite daring because it may |
| may aim at exploiting certain members of society | | | | prompt audiences to react sharply both negatively |
| who may not necessarily know what is best for | | | | and positively. However, the depictions may affect |
| them (such as children). In doing so, advertising can | | | | some consumers negatively because it shows |
| be deemed unethical. These and other issues need to | | | | someone reaching into a cheetah's throat. This may |
| be considered in the process of advertising. The | | | | be a disgusting act to some individuals. The intended |
| essay will examine the ethical implications in five | | | | audience consists of all present and potential sports |
| sports advertisements. (BBC News, 2000) | | | | drink lovers. Some of them may be offended by |
| Christopher Reeve's commercial aired in the Super | | | | such graphical images. The company assumed that a |
| Bowl 2000 (Retrieved from | | | | sportsman can perform well after taking sports |
| The latter advert drew sharp responses from a wide | | | | drinks. This could be true because sports drinks are |
| spectrum of consumers after being aired in the 2000 | | | | rich in carbohydrates and boost performance. |
| Super Bowl event. In the advert, well known actor | | | | (Springer, 2000) |
| Christopher Reeves (who is a paraplegic in real life) | | | | Nike and the dying elephant |
| can be seen walking from his wheelchair – they | | | | In this advertisement, Nike depicts a sports |
| asserted that this was some sort of miracle. First | | | | personality Lance Armstrong. The cyclist approaches |
| of all, there were some ethical implication on the | | | | an elephant that has collapsed. He attempts to revive |
| product itself. The advertisement was trying to show | | | | the elephant by breathing into its mouth. At some |
| what Nuveen company products could achieve as a | | | | point, the elephant comes to life after Armstrong's |
| result of technological advancements; they could | | | | resuscitation. The advertisement ends by asserting |
| create miracles. This was in fact a false implication of | | | | that sporting gives one healthy lungs. Overly, the |
| what the company's products could do because none | | | | advertisement was promoting the spirit of sports and |
| of them can achieve this. Additionally, such a | | | | the Olympics since it was a major sponsor at that |
| marketing approach is quite distasteful because it did | | | | time. (BBC News, 2000) |
| not adhere to one of the most important ethical | | | | The Nike advert did not connect its products directly |
| principles; respecting secluded groups in society. In | | | | to the advertisement so there were minor ethical |
| this case, the marketing approach hurt physically | | | | implications in this regard. On the other hand, such a |
| challenged persons. The intended audience was | | | | marketing approach was a big exaggeration because |
| composed of all sports loving persons at the Super | | | | no one can link a human being's lung capacity to that |
| bowl and enthusiasts watching from home. Some of | | | | of an elephant. However, such exaggerations can be |
| the persons attending the 2000 Super bowl may | | | | forgiven if they do not mislead audiences into |
| have been physically challenged thus offending them. | | | | purchasing the product. The advertisement was |
| In the end, the audience may not purchase the | | | | advocating for the greater good; it was promoting |
| product. The company made an assumption that all | | | | sports. Consequently, such an advertisement |
| sporting enthusiasts would be open minded about the | | | | contributes towards society's development and rarely |
| approach yet this was not necessarily true. The | | | | had ethical implications to the audience. Nike had |
| company had also made the assumption that | | | | assumed that sports enhance fitness which is true. |
| consumers would find computer trickery interesting | | | | They had also assumed that their audience would be |
| regardless of which actor was involved. On the | | | | drawn by such a sharp contrast without necessarily |
| contrary, many people felt that the advertisement | | | | taking the comparison literally. This means that it can |
| abused Reeve's dignity as an actor. (Springer, 2000) | | | | create interest in the product and prompt consumers |
| The Nike advertisement at the Sydney Olympics | | | | to purchase it. (BBC News, 2000) |
| This advertisement depicts well-known athlete Susan | | | | Mike Jordan and the Gazorde commercial |
| Hamilton running in Nike shoes. The advertisement | | | | In this advertisement, Michael Jordan is depicted |
| drew inspiration from the movie; | | | | playing basketball with himself. However, one Jordan |
| Texas-chain-saw-massacre in which a murderer | | | | is much younger than the current Jordan. They used |
| attacks his victims with chain saws. The Nike advert | | | | computer tricks to achieve this feat. Such a |
| depicts Hamilton escaping from her assailant who is | | | | marketing approach is captivating because it draws |
| outrun by the athlete. He eventually collapses and | | | | on the audience's imagination. On the other hand, it |
| opts to let her go. Nike finally gives a last tag in the | | | | may solicit negative reactions because it reminds |
| advertisement by asserting that Nike shoes help | | | | some viewers of the tricks employed to make |
| users to live longer. The company was trying to | | | | Christopher Reeve walk. This could harm sales. The |
| show that their shoes enhance one's performance in | | | | company intended on targeting young people in the |
| the field which could be regarded as a true | | | | market because they are the ones who are dazzled |
| affirmation. However, such a marketing approach | | | | by celebrities and computer imagery. The company |
| tends to encourage violence against women; an | | | | assumed that people value all sports legends. |
| assertion made by many women' groups. The | | | | However, some young critics believe that the |
| advertisement intended on reaching women athletes | | | | advertisement only brought out the fact that Michael |
| but instead ended up offending them. Nike was seen | | | | Jordan's best days were behind him. Nike thought |
| as a company sending mixed signals to large portions | | | | that they would capture their audience with these |
| of its audience because advertisements targeting | | | | gimmicks but the advertisement has instead drawn a |
| men come out as humorous yet this one (targeting | | | | number of sharp reactions. (Mahoney, 2008) |
| women) was insensitive. The company assumed that | | | | Conclusion |
| female sports has come a long way and that | | | | Advertisement may be considered ethical when they |
| depicting a woman outrunning an assailant could imply | | | | depict true information. However, some |
| that she is empowered in the sports arena as well as | | | | exaggerations may be forgiven if they come out as |
| in real life. However, this message was not achieved. | | | | such. The advertisements that draw the sharpest |
| The company also assumed that all consumers would | | | | reactions are those ones that mock minority groups |
| welcome strong assertions about the role of women | | | | or those that mislead audiences indirectly. |