Short answer
Designers and marketers should ensure that all promotional content is truthful and avoids leveraging public fear or anxiety, especially during times of crisis.
- Field
- Innovation & Markets
- Source
- Journal of Journalism Media Science & Creative Arts (2023)
- Method
- Content Analysis
- Evidence
- Strong effect
During the COVID-19 pandemic, advertisers in Pakistan significantly increased deceptive claims and misleading tactics to exploit consumer anxiety and promote products. This innovation & markets research insight is drawn from a 2023 study published in Journal of Journalism Media Science & Creative Arts. Using Content analysis, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should ensure that all promotional content is truthful and avoids leveraging public fear or anxiety, especially during times of crisis.
Pandemic Exploitation: Deceptive Advertising Tactics Surge in Pakistan
During the COVID-19 pandemic, advertisers in Pakistan significantly increased deceptive claims and misleading tactics to exploit consumer anxiety and promote products.
Journal of Journalism Media Science & Creative Arts · 2023
Key Findings
- 01Companies made false claims in their advertisements.
- 02Advertisements during the pandemic were more deceptive.
- 03Brands exploited the pandemic situation to mislead consumers.
Application
Design takeaway
Designers and marketers should ensure that all promotional content is truthful and avoids leveraging public fear or anxiety, especially during times of crisis.
How to apply
When developing marketing campaigns, especially during sensitive times, conduct a thorough review of claims for accuracy and ethical implications.
Project actions
- 01When analyzing advertising, look for specific examples of misleading language or imagery.
- 02Consider the emotional state of the target audience when evaluating advertising effectiveness and ethics.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Direct comparison of advertising content across two distinct periods.
- +Focus on a specific, impactful real-world event (COVID-19 pandemic).
Limitations
The scope of the analysis is limited to TVCs and a specific geographical region, potentially limiting generalizability.
Reliability & validity
The reliability of the findings would depend on the consistency of the coding scheme used to identify deceptive claims. Validity could be enhanced by using multiple coders to ensure agreement on what constitutes deception.
Think critically
To what extent should companies be allowed to leverage public sentiment during crises for commercial gain, and where is the ethical line drawn?
Design Principles
"Truthful representation in marketing communications is paramount, particularly during periods of heightened public vulnerability."
Understanding how market conditions, particularly crises, influence advertising strategies is crucial for ethical design and marketing practices. This insight highlights the need for robust consumer protection and transparent communication from brands.
What This Means for Your Design
During COVID-19, some companies in Pakistan used TV ads that lied or tricked people to buy their stuff.
How to use in your project
- 1.Use this study to support arguments about the ethical responsibilities of designers and marketers, especially when discussing product promotion and consumer trust.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that during the COVID-19 pandemic, advertising practices in Pakistan shifted towards increased deception, with companies making false claims and exploiting consumer anxiety to promote products (Ahmad, Hassan, & Hassan, 2023). This highlights the critical need for ethical considerations in marketing, especially during times of crisis.
Source
Journal of Journalism Media Science & Creative Arts
Comparative study of TVCs treatment before and during covid-19 pandemic in Pakistan
journal · 2023
View sourceQuestions About This Research
- What does the research say about pandemic exploitation: deceptive advertising tactics surge in pakistan?
- Designers and marketers should ensure that all promotional content is truthful and avoids leveraging public fear or anxiety, especially during times of crisis. Evidence: Journal of Journalism Media Science & Creative Arts (2023).
- Why does "Pandemic Exploitation: Deceptive Advertising Tactics Surge in Pakistan" matter for design?
- Understanding how market conditions, particularly crises, influence advertising strategies is crucial for ethical design and marketing practices. This insight highlights the need for robust consumer protection and transparent communication from brands.
- How can designers apply this research?
- Designers and marketers should ensure that all promotional content is truthful and avoids leveraging public fear or anxiety, especially during times of crisis.
- What were the main findings?
- Companies made false claims in their advertisements.. Advertisements during the pandemic were more deceptive.. Brands exploited the pandemic situation to mislead consumers.
- What research method was used?
- Content Analysis.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from Journal of Journalism Media Science & Creative Arts.
- What should I do differently in my next project?
- When developing marketing campaigns, especially during sensitive times, conduct a thorough review of claims for accuracy and ethical implications.
- What are the limitations?
- The study focused solely on television advertisements in Pakistan and may not represent global trends or other media platforms.