International Marketing Emerging Markets

Question: Discuss about the International Marketing for Emerging Markets. Answer: Introduction: The given visual advertisement is related to a fairness cream (Fair and Handsome) especially for men. According to me, the given visual advertisement is totally unethical. The company uses a false or unethical approach to conduct false advertisement and to divert the mind of people towards the product. I believe that there is not a specific fairness cream that people may use to be fair and handsome (Shevde, 2008). On the other hand, I found that the firm employs film stars to advertise and promote their product in the marketplace. It is well known that film stars have a huge fan following. In this visual advertisement, I can see that the super star Shahrukh Khan is prompting the fairness cream. The organization knows very well that the Fan following of SRK will definitely follow to their hero. This will automatically improve the profitability of the organization. The approach of this visual advertisement is totally unethical. It is because of people have a deep faith in the film star s. They think that if they will use the product then they would get good results. They would be fair and handsome like SRK. I think that the approach is totally false and unethical. Business firms are only playing with the feelings, believe, and faith of the people. The main motive of this type of organization is to make more and more profits for the growth and success of the business. They also know that there is no such cream that can make black people fair (Tellis and Ambler, 2007). Hence, the approach taken in the advertisement is unethical. According to me, the approach was used only to attract more customers to improve the profitability of the company in the marketplace. The company misrepresents its product in front of customers. The firm also knows that they will not get the desired results by using such product (Ullah and Hussain, 2016). Along with this, with the help of this false advertising approach, the firm intentionally misrepresents its product. The organization does not think that what a purchaser will get or become with such product. I am very sure that the approach was only used to improve the productivity, profitability, and market position of the firm in the marketplace. Moreover, this approach was also used to achieve competitive advantages over the competitors. The firm knows very well that people will definitely follow their heroes. I am also a buyer of such products. I personally observed that these types of products are only to misguide the people. I did not get the results that the firm tells with the help of visual advertising. I believe that the firm used this approach to target especially middle class and lower class customers. It is because of high class people are very aware about such types of products. They will never purchase these products (AJAY, 2014). For this reason, I can say that, this fake or unethical approach was only used to play with the faith of the people. The key objective behind the use of this approach is to improve the productivity and profitability of the firm in an unethical manner. No, the visual has not accurately represented the truth. There are numerous reasons behind this. For example, the major reason behind it is that this visual advertising is totally related to the misrepresentation of product. The misrepresentation strategy of business firms is immoral and unacceptable. In todays advance technological era, these types of strategies do not have any importance for the people and society (Allen and Stevens, 2010). Along with this, the second reason is that, the firm used film stars to promote its products. People are very much aware about the life styles of the super stars. They know all the facts about their heroes. Moreover, people also know that the film stars who promote and advertise product do not use such products. They follow diet plans and also take therapies or treatments to look young, fair and handsome at any stage of their lives. In addition to this, the other reason is that, the visual advertising is a major type of false advertising. It onl y spreads fake information to misguide the people. Most of the business organizations use visual advertising only to earn high profits in the marketplace. This type of advertising plays a major role in order to create visual trickery in the mind of customers (Zahrdka and Sedlkov, 2013). For this reason, it can be assumed that, the visual has not accurately represented the truth about the product. The visual advertising stands for the misrepresentation of the product or service in the market. I will use effective advertising appeals to sell this product or service in order to make the persuasive appeal ethical. For example, rational, sex, humor, fear, bandwagon propaganda and so on are the advertising appeals that play a major role to make the persuasive appeal ethical. First of all, I will focus on the rational appeal of advertising. The major reason behind it is that the rational appeal focuses on the need of consumers for realism and pragmatism of a product. If the product will be according the needs of the customers then they will definitely show their interests in the purchase of the product (Zou and Fu, 2011). Moreover, the rational approach would be able to present the exact features of products in front of customers. The rational approach would be helpful to describe the major benefits that are linked with the purchase of a particular product. This approach is also beneficial to provide proofs or evidences of the results. If people do not get the results then they may raise claim against the company. Along with this, I will also use fear appeal to show the negative outcomes of the product. For example, with the help of this, I will recommend that this product is only for normal skin people. It is not for the dry and oily skin people (Estelami, 2009). In this way, with the help of these advertising appeals, I would be able to sell this product/service differently and would also make the persuasive appeal ethical. References AJAY, V. (2014). Perception of Indian Consumers towards Indian Advertisements. International Journal of Research in Humanities, Arts and Literature, 2(2), pp.89-114. Allen, B. and Stevens, D.P. (2010). Truth in advertising? Visuals, sound, and the factual accuracy of political advertising. In Annual Meeting of the American Political Science Association, September (pp. 1-4). Estelami, H. (2009). Marketing Turnarounds: A Guide to Surviving Downturns and Rediscovering Growth. USA: Dog Ear Publishing. Shevde, N. (2008). All's Fair in love and cream: A cultural case study of fair lovely in India. Advertising society review, 9(2). Tellis, G.J. and Ambler, T. (2007). The SAGE Handbook of Advertising. USA: SAGE. Ullah, N. and Hussain, M. (2016). Impact of Unethical Advertising, Misleading Information or Deceptive Advertising on Customer Purchasing Intention with Mediating Effect of Word of Mouth: Case of Pakistan. Risk, 0. Zahrdka, P. and Sedlkov, R. (2013). New Perspectives on Consumer Culture Theory and Research. UK: Cambridge Scholars Publishing. Zou, S. and Fu, H. (2011). International Marketing: Emerging Markets. USA: Emerald Group Publishing.