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The idea behind this advert through the campaigns aim and objective appears to commend their staff for spending long hours at work in making the organisation successful. However, by doing so, it displays obvious neglect and detriment to family life. “Our sales people haven’t been at home lately, they’ve been too busy getting you the best red tag deals.” (General Motors, 2011) On top of displaying neglect and detriment to family life, it is evident that incestuous and adultery relationships are apparent in this advertisement.

“Adultery and incestuous relationships are the cause of much horror, murder and social dysfunction in South African society.” (Daughter, 2010) The mere fact that a high up and well known company like General Motors finds family dysfunction humorous, being an advert that falls under the category of comedy genre, and goes as far to commend parental neglect through a major advertising campaign – is morally unjustifiable. There is nothing humorous about parental neglect of families, adultery or incestuous relationships. GM’s advertising campaign appears to reward men in particular who neglect their families and poke fun at the resulting catastrophic consequences on society.

This advert is broadcasted on national South African television during peak times whereby all ages of the family are exposed to its content. To be exposed to the promotion of neglecting ones family, as well as incestuous relationships in a humorous manner in such a time, “family time” – it highlights the tragic reality of family dysfunction in the country; to children and adults. “An advertisement being repeatedly broadcasted on television it, in effect, repeatedly enhances the negativity to make one believe it is okay and accepted in society by frequently implanting its immoral ideologies into your thought process.” (Fabe, 2004)

The ASA Code (2011: p2), a highly moral tone of advertising regulation, binds the advertiser, the advertising practitioner and the medium involved in publication of the advertiser’s message to the public. It in doing so should protect the public of and guide the advertiser to; have a legal, decent, honest and truthful advertisement; hold responsibility to the consumer; conform the principles of fair competition in business and prevent bringing advertising into disrepute or reduce confidence in advertising as a service to industry and to the public.

It is evident that in this advertisement, protection of the public must be acted upon in order to impede such negative advertising which is exposed to adults and children. From a marketing perspective, if I were to market my brand – ideally it would be unbeneficial to my brands personality and reputation if the advertising was exposed in such a negative light, such as this advertisement. If consumers and potential consumers (viewers of the advert on television) were to make a negative connotation after viewing this advertisement, it would unhelpfully affect the need and want for the product, or the loyalty with regards to using General Motors- if offended/disagreed by with regards to how the ad本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。