Vatican
Advertising is an art that always aims to boost a product’s likeability and an increase in sales. However, modern scholars emphasize the need to provide the truth about a product so that consumers can make decisions on their own. In this sense, merging the manufacturer and consumer’s perspective in advertising can lead to the creation of advertisements that meet the needs of both parties since the two views are also mutually exclusive.
Moral responsibility is essential in merging the perspective of a consumer and manufacturer during advertising. An advertiser is responsible for what they aim at getting customers to do (Foley & Pastore, 1997). For instance, one may want to move customers to purchase a specific product or service. They have to provide factual information about the product. Their behavior should also suggest that they are morally upright and uphold what is right. In essence, an advertiser needs to put themselves in the consumer’s perspective and try to understand what would be acceptable and what would be destructive. By doing this, they can know the thongs to place in a message to avoid conflict.
The perspectives of consumers and manufacturers are mutually exclusive. The consumer’s perspective is based on ethical decision-making, while the manufacturer’s perspective is based on marketing. They need to be conjoined to benefit both parties. For instance, the manufacturer needs to respect the dignity of the consumer. They need to observe that customers can make independent decisions and do not need to be pushed. Therefore, during the advertising, a manufacturer should let the consumer know more about a product or service and decide on the products. Thus, each party plays its role, and balance can be created.
To summarize, it is essential to merge the manufacturer and consumer’s perspectives during advertising to satisfy the needs of both parties since they are also mutually exclusive. Moral responsibility is crucial in meeting this objective. The manufacturer also needs to respect the consumer’s dignity on an excellent merger of the two perspectives.