The Morality of Online Advertising
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This week you're learning about online advertising. From an advertiser's perspective, digital platforms have numerous advantages over traditional media.
For one, you can hyper-target your audience. Rather than advertising to everyone who's watching a particular show at a particular time you can target people by age, gender, education, interest, products you've previously looked at and more.
Additionally, you can see exactly how effective your campaign is. How many people saw it? How many people click on it? How many people purchased afterward. It's extremely effective.
For all it's advantages there are moral questions we should consider. When does this targeting become an invasion of privacy? Is it OK for me to target 21-year-old MSU students and encourage them to come out for a night of drinking on a Thursday night instead of participating in office hours?
If we know that a certain portion of our audience gets outraged at environmental issues is it moral to create and advertise articles about it to drive up engagement?
How do you feel about online advertising? Where do you draw the line between what works and what's ethical?
Comments & Feedback
In my opinion, online advertising is one of useful and beneficial ways to advertise. It is very helpful to target different groups of audiences. In the website, for the different groups of people, there are different online advertising. For example, when I shopping online, the website will appear advertising related to my shopping items. However, sometimes it is very tiresome, because there are a lot of online advertising in the websites when I do not want to buy something online.
Living in the world we do today, technology has a real hold on the way we live our daily lives. Technology has gotten so advanced and its crazy how much advertisers can monitor what we're doing or engaging with so that they can market specific things to the consumers. I do understand how the technology now a day is a great tool for businesses to help them maximize their sales and get the most out of their advertising. I do however think that the line should be drawn at the point of them getting the demographics of users engaging with their website. I feel like with this information they should be able to go back to the drawing boards and see what marketing tools are working for certain customers and products and what's needs to be adjusted to actually produce results.
From my point of view, i think the online advertising is more easier and common in this society right now. Due to the development of the technology, I believe most of people even every person may uses the internet and the social media everyday. Therefore, I think the online advertising is more easier to reach the company's goal and more people may able to see it. I believe the online advertising is way cheaper than the traditional advertising, and I think using the online advertising is way to show your company is following the world's step. I would love to say the online advertising may instead of the traditional advertising board in the furture.
From my point of view, i think the online advertising is more easier and common in this society right now. Due to the development of the technology, I believe most of people even every person may uses the internet and the social media everyday. Therefore, I think the online advertising is more easier to reach the company's goal and more people may able to see it. I believe the online advertising is way cheaper than the traditional advertising, and I think using the online advertising is way to show your company is following the world's step. I would love to say the online advertising may instead of the traditional advertising board in the furture.
With technology becoming more and more advanced every day, people need decide on what is crossing the line of prviacy. This is a grey area but personally I am an advocate for online privacy. I think that using tehcnology to learn demographics about an individual is fine but anything beyond that is crossing the line. So knowing a person's race, age, and gender are fine but when personal deatails like job, education, where you live etc. that is just too much in my opinion. I would not want random strangers knowing that information about me and that's exactly how this situation feels. Even something as simple as browsing history I think is more than people should be allowed to know about strangers. They don't need to know all of these personal aspects of my life as I am concerned and I believe most people would agree with me when they start realizing the implications that this data mining entails.
In a general sense, I believe online adverstising is a revolutionary tool for businesses and consumers. From a supply chain management student perspective, businesses benefit greatly from detailed data analytics that can help forecast demand - a daunting task. Then there are more obvious benefits such as increased traffic, sales, brand awareness, etc. While I do admit it can be a bit "big brother-esque" having ads pop up for something I previously searched, targeted advertisements tend to be more helpful than not.
Advertisement walks a fine line between suggesting and manupulating or exploiting consumers. There's a spectrum that can run from "you searched this shirt, I'm going to show you it again" vs. targeting and exploiting insecurities or worries - the latter being unethical in my opinion.
I won't lie, when I think about just how specific and manipulative online advertising can get, it creeps me out. But at the same time, I can't blame brands in most cases for taking advantage of technology to get the best outcome of their advertising. Obviously there is a gray line between what is okay and not okay to do as an advertiser, especially when it comes to privacy, but I think the main form of advertising that crosses the line is when an ad exploits viewers in a way that can be harmful or dangerous. For example, there was talk in the news recently (http://ind.pn/2oRWdu0) about Facebook targeting insecure teenagers with advertisements. I think most people would agree that's pretty morally unethical.
I believe that online advertising has become very beneficial in the marketing world. This day and age revolves around the media and digital platforms and focusing your advertisements through this market is the smartest and most efficient way to go. There is a debate on whether or not these tactics are ethical and an invasion of a person's privacy. I, however, believe that though sometimes it can be annoying to see tons of ads all over your internet browser, these ads are pertaining to my interests and my wants and needs. They can be very helpful, especially me being a person who loves a good deal, seeing an advertisement for a sale on shoes grabs my attention. I think specifically creating ads that are known to be controversial topics can sometimes cross the line into an unethical issue but those who are going to see those ads are those who are interested in those topics. I truly believe it is personal preference and dependent on a person's search history to decide which ads can be ethical and which ones cannot because some ads do not reach across all audiences.
I think that we're living a digital age and that online advertising has became a part of everybody's lives. Just like at some point there weren't computers, and now we wouldn't be able to work many jobs or go to school without utilizing one.
Also, advertising is known to be a "manipulating" industry. Even though it sounds bad, the interest of the advertiser is to reach their desired audience and get them to take an action of some sort, whether it is making a purchase, going out, among many others. I don't think that encouraging a college student to go out would be unethical. It would be if we were talking about children that can be easily convinced to do basically anything, but if we're talking to young adults, they should be able to make a smart decision for themselves, and same goes for environmentally-conscious people and others that may be easily drawn to a certain advertisement.
it always comes down to the customer to decide if they want to buy into the product that is being advertised to them. They can choose to delete cookies on their comouter for certain websites. Most of the time the advertisemnts are helpful and get you products that you would have a hard time finding. I can see how people might think it is an invasion of privacy, but all the information that the advertiseres get a hold of, is usually the same information that you put on a public profile that anyone can see if they chose to look. I tihnk it draws the line when it advertises tobacco, or alocohol, or bad behaviors or products to people. Yes it may be aligned with what they are searching up, but i don't think it should highlight some products. There should be guidelines set on what infomration advertiseres can use to target you.
I do believe online adverstising is the most effective form of adversting. There are times that it can be excessive but it is important to get the information to the target market. There is a line but I don't think it is the advertiser's responsibility in regards to the decision of the consumer. I do think advertisers should not sell to kids. There should be an age limit in my opinion.
I think online advertising is great. I think it is the best avenue for advertising considering the high amount of people the ads can potientially reach. I do think some ethical issues may arise, but feel that the beneifits outweigh the concerns. I feel that the rules that advertisers have followed for content placed on tv, radio and newspapers, should be the same for online. I think this mentality will cut out potientials of ethical dangers.
Overall I think online advertising is wonderful and will defineity continue to increase over the next few years.
online advertising is most beneficial way to get attention of audiences because most people are using smartphone, computer, or tablet. So, People who use those electronic materials always see advertisements. And I would like to say that the morality of online advertising depends on audiences. For example, When I watch some ads, I could feel well, but others could feel bad.
Online advertising is one of the most beneficial ways to advertise. Advertisers can save a lot of time and money by hyper-targeting their audience. Targeting their specific target audiences will be more beneficial for the consumer also. They see more content related to their interest and less junk. Advertising needs to be used properaly though. When advertising something beneficial for consumers using their age, gender or location it is okay. If adveertisers search too much into personal data it can become an invasion of privacy. I personally like online advertising. It proves to be beneficial for most consumers and advertisers but they must make sure advertisements stay morally correct.
Online advertising is very effective and helpful to reach specific target audience for business. It is interesting to see creative and various types of advertisements and it is often convenient to shop. However, mostly it is irritating. Sometimes when I click a website, advertisements are pops up like hundred times. And it is inevitable to not click the ads because the exit button is too small.
Online advertising is one of the most beneficial ways to advertise to consumers today. I actually took an entire course at MSU based around the ethics of native advertising, or the paid content that is frequently adopted by content marketers such as "promoted" tweets on twitter or "suggested" posts on Facebook, or “sponsored” ads that will appear on your instagram feed. In my opinion, online advertising is fair game when it comes to the consumer eye. As a consumer, you are the one creating what type of online ads you will see by liking certain Facebook pages or typing websites into your search bar. I understand where this may be a question of ethics in terms of violation of privacy from online ads but in my opinion, as a consumer, you did choose to put your personal information and express your likes and dislikes over several forms of public social media. While I do support advertising companies being able to hyper-target their audience through peoples personal online profiles, I think that in order for this type of advertising to be effective, it has to be done very carefully so that they don't offend the consumer or become unethical in the process.
I think advertisers are using online ads to their advantage because they can really target their audience to precision. I am one who is kind of 50/50 on thinking it's useful for the advertising agencies doing it, but in a way they may go a little far. I don't mind ads on my facebook or instagram that relate to what I might want, but I also do no enjoy them consistenlty giving me the same ads. When this happens, I believe it almost sways me away from wanting the product because it annoys me. I believe that is unethical if some of these advertisers dig too deep into your personal information and advertise based off of that. I think that they should target their audience off a more broad scale from what they see. Last thing is, I believe that this is the best way of advertising based off of how they can compute the facts including number of clicks and things like that so easily when they create online ads.
Online adverstising is a very beneficial tool for almost all companies. The ability to tatget a specific audience make it almost irresistable to use. Many people believe that this is unethical in terms of personal privacy, however, many of these people have all of their information on the web already for everyone to see. They have facebooks, instagrams, and twitters that are already being seen by hundreds of people a day. All these advertising companies are doing is using this public information to their advantage. Personally, I dont mind these ads at all. in fact, a lot of the time they are actually very much relative to my interests and I actually do end up exploring further. I can see where people may bring up the argument that their personal space is being invaded, but I sometimes think that those people should then not be using social media. There is no way to protect 100% truly yourself and your information if it is on the internet. I think that is a fact that you must be okay with when signing up for these social media websites.
I like online advertising very much because of variety and different advantage. I can not draw a clear line between what works and what is ethical, the main element to draw the line is the content and the genre. Many people make some illegal content in ads because some of the content is unusual and eye-catching. To stop that, government make some special organization to decided the ads is illegal or not.
Advertising has definitely reached a point of slightly too much invasion into peoples personal lives. I think it will only increasingly get more invasive in order to gain more of an audience. There should be more advertisments for things like study hours and on campus engagements rather than a "half-off" night at ricks. I feel in a way the invasiveness of advertising is helpful to marketers and consumers because it helps searches be more specific and easier to seek out. Contrastingly, it is also an invasion of privacy.
I really like online advertising because i think it is a quick and efficient way to get target. For businesses, online ad can be better calculated through the social platform to find their target audience, making advertising is no longer no purpose and waste their money, this is a very great way, but also the general advertising platform can not that. Also ,through these data they can better adjust the advertising content.For audience, the ad is no longer boring and just want to skip it because these ad is in line with their interests and taste, so they have patient to know more about the brand. It is really a efficient way.
This is a very tough question to answer as it is hard to really determine what is unethical or not. When it comes to advertising and what they can know about you it all comes down to their terms of service which you agree to when you sign up for things. When you’re on Facebook and you see an ad for Ricks or Harpers and it’s about their deals it’s because they got your information. Facebook can provide an advertiser with precise parameters that although them to target specific people. Although it might not be right to go out on a Tuesday night to Ricks, you still signed up for Facebook and provided them with all your information. The invasion of privacy comes when they know your address or other VERY personable information. Facebook, Instagram and other social media sites are platforms for things to go viral. It happens all the time and sometimes it’s even staged. Some people are good at doing this and others may not be, but at the end of the day what advertisers do directly affects their audience. They wouldn’t say something or do something that would offend their audience or freak them out for that matter. With that being said I feel that there is a line, but that in order to cross it they have to have willingly gotten your information without you wanting it. Those terms of service buttons are there for a reason.
I like online advertising. From an advertisers perspective, I enjoy the endless possibilities you have to target a more specific audience, to communicate your message to the right consumers, and be ensured that your marketing money is not being wasted on consumers,who have no interest in your product or service. From a consumers perspective, I like online advertising because I almost exclusively get exposed to brands which products or services I might be interest in purchasing or share common values with. For instance, I have quiet a large interest in animal welfare and environmental issues, and I enjoy my daily input from these brands, who share these interests aswell. However, nothing is ever just completely great. I draw the line with online advertising at Facebooks new iniciative to implement advertising in my messenger app. For instance, I will be having a private conversation in messenger about where to go out that particular evening and then facebook will advertise various options/promotions in my message stream. Hence, Facebook will be watching my every move which I perceive as an invasion of privacy. Nevertheless, no one knows what the future holds yet for online advertising.
This is a surprisingly difficult question. I wish it was (and believe it should be) easier to find the line between what's ethical vs. unethical but it varies. In my perfect advertising world, the consumer would always seek a product or service without needing to be targeted, avoiding the ethical dilema of steering an audience in one direction. However, that is completely unrealistic and we must target an audience to be effective.
So, my honest opinion is that:
- Unless targeting a certain audience is for the common good (i.e. your environmental issue example), it is unethical and an invasion of privacy to use one's online activity to persuade.
- It is unrealistic to think advertising can go on without pushing these lines
I feel that online advertising is truly important. It has grown so much over the years and will continue to grow as time goes on. I feel like I see online advertising 24/7 no matter what website I am on whether it be Facebook, Instagram, Google, etc. For a business, there are so many advantages to online advertising. On the other hand, there needs to be a fine line between what is okay and what is considered to be an invasion of privacy. For example, when I looked at a website for a dog bark collar I saw those adds on other websites. The other websites did not have anything to do with previous one. I find this super creepy honestly. Maybe it's a good strategy and business tactic, but that tactic did not work on me. I feel like that went over the line in that instance for me personally. I am sure this is not even close to the most invasive thing that has happened in online marketing.
I enjoy online advertising, especially this new interactive advertising. Where I draw the line is when advertisements begin to blow up my screen or are extrememly repetitive. If I see the same advertisement multiple times a day, I'm not going to want to buy that product. I don't think invasion of privacy is ever a huge issue, personally. Information online is pretty easily accessible and its smart of brands to take advantage of this hyper-targeted audience and their specific information.
Honestly I quite like online-advertising. I find it very convenient for products to be advertised to me for companies I already enjoy. I think it is amazing that all this information about me can be read in way that allows different brands to be personalized to my tastes. I know this is probably an unpopular opinion as most people get annoyed with online advertisements and I do have my fair share of those moments. However, since I learned about it all I have always felt a weird joy when I see a pop-up ad show up for a website I had just been browsing. As far as ethics go, I haven't ever witnessed an ad that pushed me in a direction toward or away from something controversial. When it comes to advertising for 21 year olds to go out for the night, the company is simply doing its job, its not asking them to be super irresponsible, get plastered, and make fools of themselves (which is a possibility) they are asking for their business which every other ad out there is usually doing.
I struggle with finding the line between what is necessary, and what is too much. From an advertising standpoint, I am all for online advertising, but as a consumer, I find it quiet annoying and even a little creepy. I think it's safe to say that the only way to have privacy on social media and anything online, is to not use it period. All of our information is floating somewhere on the internet and advertisers are using it to their advantage. The question is whether it's a violation of our privacy, or simply just an advertising technique. I think, to some degree, that it is completley normal to use someones location and interests to advertise specifically to them. However, there must be a limit to it. Consumers don't want to be bombarded with advertisments for every single product that they click and view online, especially when those ads are popping up on other platforms. Overall, I think that online advertising is a must for this day and age, but it should be limited and regulated.
I worked for a direct marketing campaign for one of my summers at College.
For the most part of it, I turned out to be a bad salesman because I found it really hard to be indifferent to what people had to say to me when I knocked on their door. I was selling TV and internet connections to people in neighborhoods where the rival company had more of theirs. My supervisors specifically targetted those neighborhoods because they studied the distribution of the connections the our competitors had and also a statistically for every 5 customers who were happy about our competitors service, one customer was unhappy and was willing to switch. Even though some of the aspects of the marketing technique worked for me, it never felt right to be a part of such a marketing strategy.
Now with online advertising, it is possible to do the same thing without knocking on someone's door and disrupt their dinner time, and instead just appear in front of their eyes while they're scrolling through their Facebook feed. With context to the sales techniques I've practiced, there is an aspect of Online Advertising that seems immoral to me. But the fact that it does not put the target audience in unease, balances out that con for me.
I feel that as long as the intent behind is to simply promote a good cause, It's an effective and good tool to use.
Online advertising can help the audience potentially find or buy something they want faster, and sometimes end up buying more than what they initially were planning. Yes, I think it is convenient for the consumers, but like other people have mentioned, it can get a bit creepy sometimes. For example, I search turtle food(once) on my google app on my phone, and a couple hours later when I opened my Instagram app, there was an ad for turtle food... ON MY INSTAGRAM FEED! It would make sense if it re-appeared on google or another search engine, but I just don't want those kinds of ads on my Instagram. I think that what I got out of that experience is that they should make sure to advertise through the right platform, not EVERY platform. Overexposing advertisements can just not be as effective if it gets annoying to the viewer.
Online advertising is important for everyone. It can be annoying and feel invasive at times, but the bottom line is that it connects a consumer with a product or service, so there's value to it. Being able to know more things about an audience like their age and spending behavior is essential for online advertisers because that way they can target specific consumers, however they please. Whether it’s done through the use of cookies to retarget people or displaying native ads with controversial images, the industry doesn’t have the best rep with media companies and the average person. This is especially important to remember for companies trying to expand their reach, because while unethical ads might attract more eyes, ethical ads will keep loyal customers around. If the consumer’s experience isn’t being improved, the ad likely isn’t necessary. It’s all about finding the balance as the advertiser.
For me, online advertising gives me some convenience online shopping experience and it makes me easier to find what I want online. But when I thinking about why marketers know what I exactly want and how they promote this message to me at the right period, it makes me feel scared. I think online advertising invades privacy. I think the line between what works and what ethical does not really clear, everyone has different feeling about advertisements launched to them. For example, some people like receive messages about sales on websites and discount of hotels, some people really disgusted to these messages.
Online advertising is very important and prevalent in our world today. This allows for brands to figure out how to find their best target market. I believe that it can sometimes be viewed as annoying and invasion of privacy. I find it so interesting that our technology today can tract exactly what stores we shop at, or likes and so much more. Online advertising is very useful, but should never invade someone’s privacy. My least favorite type of advertising is when it pops up on your whole page and you have to unlick it and it doesn’t even relate to what the original website I was on.
Businesses targeting audiences also has advantages for the consumer too. An important part of business is knowing what your consumer wants. Through search engine marketing and SEO analytics knowing what the consumer wants has reached another level from asking them in a store or conducting surveys on the high street. As a consumer, I want to know what is out there and if businesses can fine tune what my interests are then it is less work for me. Problems can occur however, if I search for Christmas gifts for my wife and she looks on my computer and sees adverts for perfume, it can give the game away.
Consumers always have the option to buy or not to buy regardless of how targeted the advertising is. Is it OK for you to target 21-year old MSU students to go out drinking? As a professor, no - that would be unprofessional and irresponsible but as a bar-owner or brewery that would be an acceptable campaign.
It is the world more like digital than traditional media, such as the comparison between the newspaper and social media in the present. For more details, newspaper and social media both have numerous social information, but digital media preserve the resources longer than newspaper or some other traditional media. Another reason that present audiences prefer more quickly searching methods than lower, using much more efficient way to get information what people want to know. For me, old media is less complete than present digital fashion in visual and diversing culture way. Online advertising is a developed platform for every young vitality to create and accept new knowledge.
I think online advertising is an essential way for a brand to figure out how best to hit their target audience. I do think that sometimes it crosses the blurred line of whats moral and whats immoral. I believe that i stand on the line of its a way of life now and advertising was created to influence people's decisions and actions. The ability of brands to target certain groups is an important aspect of their marketing ability. On the topic of sharing material purposely on a topic that is highly debated for the purpose of drumming up engagement, I think that is completely fair and that if thats what needs to be done to get the engagment up, then thats what needs to happen. I think i draw the line on whats ethical when you realize who you are targeting. If its young children and people that are under the age of 18, thats when i think you should tred lightly. But people that are young adults and in their 20's and above, i think they are the prime target market for alot of brands and need to be treated as such.
I am currently in my journalism capstone class and my reporting group's topic is Social Media and Privacy. We have done articles about ad targeting and whether or not it is a security issue. In my opinion, I do not think it invades privacy. It is simply tracking what you like and what you buy and using that to reccommend similar products you would like. Many people find it creepy, but I find it convenient. When it comes down to it, we are all adults capable of making our own decisions and an advertisement does not usually have that much influence over our decisions.
Hey Danielle! I really enjoyed your post and think you made some really great points. I would be interested to know more about your journalism capstone class and what goes on in it because i think that could be really influential for most advertising majors and to get a better idea of what is going to happen in the real world in the advertising industry! Great post!
I believe online advertising change the ways that consumers operate when it comes to being active with a company and actualy purchasing things. However it will always be disturbing to me that so much of my personal information can be tracked on the internet and that it only take a few clicks for someone to access it.
In my view, I think online advertising is a very effecive way to target audiences. On the one hand, online advertising is very useful and effective to collect the data in order to know whether this campaign is successful or not. Everyone should have her or his own privacy, we should proctect her or his privacy as long as he or she didn't do something illegal.
I think online advertising is very effective and sort of creepy... I know the cookies on our browsers are for sale and they use that to more effectively target products towards us, but sometimes it's really annoying. Personally I think it's hard to draw the line between what works and what's ethical because everyone reacts differently to ads. Some people have more money than others and so ads are merely a simple reminder to them so they can buy the products they were previously looking at.
With the development of our world, we transfer from traditional advertising to online advertising. There are seven types of online ads, they are display ads, social media ads, search engine marketing, native advertising, remarketing/retargeting, video ads, email marketing. Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Online advertising is convenience for all companies, because online advertising can present the result directly, and almost people are prefer the computer and phone to watch advertising.
Online advertising is extremely helpful to reach a target audience. However, I think there are a few ways to increase engagement advertisers should never use. This first is making up articles about something your target audience cares about to drum up more engagement. That is a slimeball move and should not be used by respectable advertisers. Another is using ads that force people off the website that they are trying to look at. While this isn't morally wrong like faking an article, it is my biggest pet peeve. I HATE getting forced onto a website I don't want to look at. It makes me dislike the brand that did it and I will not look at what I had originally clicked on to see. I will also try my best to avoid that website because I don't appreciate being tricked. But, online advertising is the best way to reach your target audience. There is no wasted reach, and it's less expensive than traditional types of advertising. Just don't lie or take me off the page I want to read.
Online advertising is incredibly useful to businesses, but can easily cross a line and deter customers. Consumers, especially millennials, don't want to feel like they're being sold to. The use of targeting allows companies to send messages to specific groups of people but too many messages can deter users from wanting to learn more about the company. Additionally, advertisers have a responsibility to ensure that consumers are not taken advantage of. I think that companies should follow the same ethical standards online as they do for traditional media by not marketign directly to children and other important measures.
I consider online advertising as a very effective and contemporary means, it also probably will dominate the future market worldwidely. In other words, as we can see that most brands perceive that having an official website is a common norm to most of the advertisers along with social media platforms. Somehow, I think the key issue is that when people start to consider the moral part of online advertising, the boundary is vague. As long as they don't incite anything that is not political correct, it's ethical to me. For the example in the context, I personally consider it just depends on different people's choices and intentions.
For me I really see a lot of advertising in social and when I am going to buy something I will check out their advertisements and see if I am really interested in their ideas of a product. And to be honest, some brands with really cool advertisements really can get me! For example, Vetement, The Owner, Chanel, Jo Malone, etc. These brands always have good ideas of their new products. and when you see the advertisements you will like "Oh God, I really want to get this."
As a consumer, I find the tracking of links previously opened or products purchased a little invasive and creepy but from an advertising perspective I get it. I think the way advertisers do so on websites like facebook is smart and they are not only targeting certain demographics but also particular people who would be interested in their products. Commericals only get companies so far and there is really no true measurement as to how effective it was, online adveritising with links provides companies real time data as to how many people are visiting their website, viewing particular products, and if those clicks lead to sales.
I think online advertising is definitely a proactive way for brands to reach their target audiences. Being able to hyper-target their advertisements to certain demographics adds to the value of their brand because for the msot part they aren't wasting time advertising to people who wouldn't be interested. Personally, online advertisements for stores and other related websites are most effective for me because I get most of my information from them online. Although online advertisements do get annoying sometimes due to the vast amounts of them, I feel like it's fairly easy to just ignore the ones that I'm not interested in.
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I personally find online advertising to be effective when a brand relates to my personal interest and attempts to solve a problem in my life. If an advertisement is trying to sell something to me that I don't relate to, then I will completely ignore the ad naturally. For an advertisement to work for me, it must impress me in a way where I feel positive, interested, or passionate about the topic. It should be ethical, but I have seen ads that aren't considered ethical that actually became effective in campeigns. The main goal an advertisement should strive for is to gain trust and credibility with the viewers. People will most likely buy things that they have knowledge and trust in.