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Maker’s Mark and the Ethics of Advertising
![Case Details](images/details.png)
![Case Introduction 1](images/intro1.png)
![Case Introduction 2](images/intro 2.png)
![Case Excerpts](images/excerpts.png)
Abstract
Issues
The case is structured to achieve the following teaching objectives:
- Understand the issues, challenges, and ethical considerations in advertising in general, and those to alcohol advertising.
- Discuss the issues related to offensive ads and understand the fine line between humor and offense.
- Discuss and debate whether the company was right in making the ‘handmade’ claim or whether it was a case of misleading advertising.
- Explore ways in which brands can effectively advertise their products.
Contents |
INTRODUCTION |
BACKGROUND NOTE |
THE PRODUCT AND PRINCIPLES OF MAKER’S MARK MARKETING |
THE GIRLFRIEND AD |
THE ‘HANDMADE’ CONTROVERSY |
THE ROAD AHEAD |
EXHIBITS |
Keywords
Advertising,Ethics,Marketing communication,Offensive ads,Misleading advertising,Consumer behavior,Emotional appeal,Pathos,Humor,Alcohol advertising, Objectifying women, Code of Ethics, Marketing Code