Social and Ethical Aspects of Advertising
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Most coffee companies tend to use similar advertising and promotional bases, without much deviation from one another. The Rainforest Coffee Company will utilize common bases such as coupon promotions, free samples in local grocers, blended radio and television marketing, and other integrated marketing forms. Some keys that the company has to focus on when considering their approach are social responsibility and upholding ethics. There has to be a balance of maintaining the company culture and also making the product appeal to the consumer in a tasteful manner. As with many social and ethical considerations, there are two common sides that debate against one another.
One side of the coffee company debate believes that coffee consumers are acting out of free will. What this means is that the choice is theirs and they will most likely purchase and consume coffee, regardless of how any company promotes a product. They often base their belief on the premise that consumers of coffee have already been consuming it for a considerable amount of time. Companies simply use their advertising and promotions to sway them away from other products or brands.
The opposing side of the free will belief is derived of people that feel coffee companies advertise and promote their products to pressure or persuade consumers to buy their products. These opinions are focused on ads or promotions that teach younger consumers to begin to drink coffee and promote the product as if it were not a stimulant because of its caffeine content. Each side actually provides sustainable arguments, so creating an advertising and promotional campaign that is neutral can be difficult.
Advertising: Choice of Free Will
Free will is our own ability to make decisions that we feel are based on our needs and wants, and are not determined by some unknown force. According to “Optimal.org”(2014), “Our decisions are far more independent of nature and nurture than any animals; we are aware of our ability to think and of the consequences of our choices – we can claim responsibility for our actions. These are the meaningful differences that give rise to the concept of freewill” (Free Will, 2014). Advertisements relating to the coffee industry are not geared towards creating consumers who are mindlessly buying coffee because an ad told them to. Advertisements are created to inform consumers of the product. Coffee has been around for many years, and has evolved into many different flavors and products for the consumer. Advertisements are being created to notify consumers that regular black coffee is no longer their only option.
Coffee drinkers will drink coffee regardless of who provides the coffee; this is because they have made the conscious choice to continue to drink it. Coffee is the preferred beverage for breakfast meals and will continue to be a choice made by most consumers. The advertisement for this product do not subliminally provide the consumer with messages that coffee is necessary to feel better. Coffee advertisements are geared around the great taste and the enjoyment of just enjoying the product. I do not believe that advertisements in this industry imply that coffee is a necessity in order to continue on with the day. Having free will means that each consumer makes