The presence of ethical procedure in advertising is prevalent, ensuring that it is appropriately used those is imperative to your success. ETHICAL Considerations are more pivotal than ever to the success of your advertising campaigns, how do you deliver them appropriately though? When looking at how to formulate any marketing material or campaign, considerations are made regarding their legality and ensuring that PR is paramount. With advertising one of the worst things you can do as you address your consumers is to pontificate to them, impose rules, regulations, ultimately barriers between them and engaging with your business. Whether you are advertising to them for the first time, or providing a regular branding campaign, no consumer wants to be dictated to, even advised on certain matters by a company where they have no faith in. As mentioned in our previous article, the power of partnerships and working with official bodies to provide your business with added credence is beneficial from an awareness and response prospective, however the correct conveyance of ethics is equally vital to promoting your brand ethos. Exploring the myriad ethical theories intimated during the last few thousand years, the schools of thought most relevant to that of your advertising are the golden rule, mean and deontology. Although risky from a brand prospective, employing the rule-based thinking of deontology will ensure the conscious awareness of your brand, potentially assisting the efficiency of your response advertising. For instance by speaking physically to your consumers, as appose to just utilising a voice-over or graphics display you increase your chances of creating hostility with the consumer, as a result of trying to persuade them. As you implement an ethical advertising plan, face-to-face advertising should avoid pontificating and rule-based thinking. Persuasive ads are ultimately ineffective ones, to deliver successful brand and a response advertising the imperative should be to focus on emotion and complimenting the desired state-of-mind you are seeking from your consumers. Thus by utilising deontology; shaping metanarratives and closing the minds of your consumers, you risk creating more confusion and ambiguity surrounding their own previous and existing thought processes. Through a focus on the subconscious you can utilise your ethical implementation to foster organic, prolonged relationships with your consumers. Anything that employs the conscious address of the consumer has to be taken in an altruistic tone; one that embodies the golden rule school of thought. As you seek to inform and showcase the virtues of your particular product or service, proving that you are on the side of the consumer through a story-telling narrative will underscore your brand identity. By using a golden mean prerogative at this stage you will only be inhibiting your chances of resonation, through the implementation of conscious barriers that will stymie affirmation. Through withholding information in a response context you will be inhibiting your chances of resonation: when looking to make a purchase consumers seek to be informed, not inconvenienced. However in the context of boosting engagement, increasing awareness through word-of-mouth and overall memorability choosing such a tact can yield lucrative results. By enchanting your consumers through emotive, entertaining advertising that focuses on story-telling you can facilitate sub-conscious intrigue that will organically drive your consumers online. Through this combination of both the golden rule and mean within your advertising, you facilitate the curiosity that is imperative to utilise your online operations efficiently. Ensuring that your ethical plan is structured to provide golden mean principles later is crucial. If there is not a desire to conveniently enlighten one’s self toward something then ultimately the risk of rejection is greater, lowering sales potential. Thus initiating your advertising campaigns through TV initially is the absolute imperative to your success and optimal ROI achievement. Allying this to ethical practises, with the golden rule always preceding any golden mean derived content is pivotal to securing an advertising model that compliments your consumers and accentuates the impact of your creative. With this model in place whereby the catalyst of your advertising is a golden rule driven narrative, which seeks to entertain and inspire, before utilising the theory of virtue in moderation to induce intrigue. Through the adoption of these principles you are facilitating unparalleled sales increases, with successful brand response eliciting 140% increases in profit over a three-year-period. Ads that focus on a deontological prerogative, whereby it is more persuasive or dictatorial in tone will ultimately fail to elicit the same degree of sales: half of that of emotive, entertaining ads. Space City has been producing TV, online and radio commercials for 25 years, improving the fortunes of hundreds of businesses to be the UK’s most experienced productions company. Contact the team now and utilise the power of ethical advertising with your number one producers of TV commercials.