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【关键词】传媒，道德，案例研究
This case talk about the ethical dimensions of how marketing message are presented and where they are. Guerrilla marketing in our life，some guerrilla marketing look like not advertising，and consumer or normal people don’t know this is advertising or not. Guerrilla marking always use novelty ways to show product，some time people can’t believe every guerrilla marketing，because they are always doubt this is advertising or not，and indicated that there are some ethical problems with guerrilla advertising implementations. Especially the ads，which include fear-appeal，may irritate people. Also，distraction of attention in traffic is the other important ethical problem. These kinds of guerrilla ads may reduce the effectiveness of advertisements in general and dislike of a company’s ad may lead to biased reactions towards future advertisements. Ethical，legal and societal boundaries must be considered in guerilla advertising strategies. In sum marketers of today have to take greater responsibility for the negative impacts of the practices of guerilla advertising. Guerrilla marketing has a ethics problem is make consumer doubt everything is a advertising，distrust everything，some time，guerrilla marketing will “hurt” consumer，that include mental and body self.“Companies attempt to reach private worlds of consumers and give them memorable experience with their brands by using guerrilla marketing tools.“Guerilla marketing may include some dangers. For example，ads placed in the middle of the road may distract the drivers，thus causing traffic accidents. In addition，guerilla ads placed on public buses，cabs，or private vehicles，both because of their content and their design carry the risk of traffic accidents by jeopardizing the traffic flow. Guerrilla advertising，which is one of the guerrilla marketing tools，usually attracts the attention of consumers but sometimes irritates and annoys the consumers and even breaks the law.” And explores the ethical dimensions of how marketing messages are presented and where they are presented. Those ethical problems I found from web，ethics problems of guerilla marketing include the trespassing on private property，defacing private or public property and not getting permission from the property owners. Curran and Seaton has argued that placing Burger King stickers on bus schedules to indicate store locations may be considered an act of vandalism. Pictures or pamphlets placed illegally on other places（public buses，bus stops，building walls）also point out to the same problem.” There has a example of ethics problem guerrilla marketing，that is “Perlodent ad，in a toothpaste ad that is attached to the bottle opener apparatus of the Coca Cola vending machine a woman opening the bottle with her strong and white teeth is displayed. When a customer uses the bottle opener part of the vending machine it is the woman with her white teeth that opens the bottle，thus the advertisement aims at giving the impression that the toothpaste is very effective.” I think about this guerrilla marketing with ethics problem is if a people use tooth to open a Caca Cola bottle，that is dangerous，especially that is a child，almost，children saw this guerrilla marketing，they want to do like this that，kids usually imitate the behaviors they find interesting. In the absence of a parent or a guard，the kid may attempt at opening such metal lids，which may lead to serious injuries. In fact，“today，amid cluttered media in a world cluttered with media，marketers，out of necessity，are creating ever-more-inventive ways to get our attention.” I think guerrilla marketing is not a mistake，Some feeling from myself，I like some guerrilla marketing，because it can give me surprise，not like normal advertising，with very good art design，at now，people don’t have interesting to watch normal advertising，when audience watching TV，but that time have advertising，people just feel the advertising is a trouble，don’t want to care it，that is truth，normal advertising really is a trouble with audience and，it very boring，waste our time，and without any effects to audients. So this time，guerrilla marketing appeared.
Finally，I want to talk about my opinion with future of guerrilla marketing，I think marketer need pay attention in ethics problem of guerrilla marketing，every advertising is for sell product that without doubt，but before that，I thing marketer need think about consumer more，some guerrilla marketing look like very good and very novelty，but it maybe is a potential danger for consumer，especially for children，if a guerrilla marketing bring bloody accident or psychological shadow to consumer，it can not appear in the world. But at now，we have not low with guerrilla marketing，so follow media ethics guideline is a very important responsibility of guerrilla marketing. I think guerrilla marketing cannot alienation from people，it will be consummate in the future，I believe will have more people trust guerrilla marketing and like guerrilla marketing，it will popular than traditional advertising. I just hope it good for sell product，same time good for consumer or all people who will be affect.
REFERENCES
1. “Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising” 2010，American Journal of Economics and Business Administration 2（3）：P 280-286.
2. “Media Ethics：Cases and Moral Reasoning，Eighth Edition” 2009，Clifford G. Christians；Mark Fackler；Kathy Brittain McKee；Peggy J. Kreshel；Robert H. Woods，P 123-125.
This case talk about the ethical dimensions of how marketing message are presented and where they are. Guerrilla marketing in our life，some guerrilla marketing look like not advertising，and consumer or normal people don’t know this is advertising or not. Guerrilla marking always use novelty ways to show product，some time people can’t believe every guerrilla marketing，because they are always doubt this is advertising or not，and indicated that there are some ethical problems with guerrilla advertising implementations. Especially the ads，which include fear-appeal，may irritate people. Also，distraction of attention in traffic is the other important ethical problem. These kinds of guerrilla ads may reduce the effectiveness of advertisements in general and dislike of a company’s ad may lead to biased reactions towards future advertisements. Ethical，legal and societal boundaries must be considered in guerilla advertising strategies. In sum marketers of today have to take greater responsibility for the negative impacts of the practices of guerilla advertising. Guerrilla marketing has a ethics problem is make consumer doubt everything is a advertising，distrust everything，some time，guerrilla marketing will “hurt” consumer，that include mental and body self.“Companies attempt to reach private worlds of consumers and give them memorable experience with their brands by using guerrilla marketing tools.“Guerilla marketing may include some dangers. For example，ads placed in the middle of the road may distract the drivers，thus causing traffic accidents. In addition，guerilla ads placed on public buses，cabs，or private vehicles，both because of their content and their design carry the risk of traffic accidents by jeopardizing the traffic flow. Guerrilla advertising，which is one of the guerrilla marketing tools，usually attracts the attention of consumers but sometimes irritates and annoys the consumers and even breaks the law.” And explores the ethical dimensions of how marketing messages are presented and where they are presented. Those ethical problems I found from web，ethics problems of guerilla marketing include the trespassing on private property，defacing private or public property and not getting permission from the property owners. Curran and Seaton has argued that placing Burger King stickers on bus schedules to indicate store locations may be considered an act of vandalism. Pictures or pamphlets placed illegally on other places（public buses，bus stops，building walls）also point out to the same problem.” There has a example of ethics problem guerrilla marketing，that is “Perlodent ad，in a toothpaste ad that is attached to the bottle opener apparatus of the Coca Cola vending machine a woman opening the bottle with her strong and white teeth is displayed. When a customer uses the bottle opener part of the vending machine it is the woman with her white teeth that opens the bottle，thus the advertisement aims at giving the impression that the toothpaste is very effective.” I think about this guerrilla marketing with ethics problem is if a people use tooth to open a Caca Cola bottle，that is dangerous，especially that is a child，almost，children saw this guerrilla marketing，they want to do like this that，kids usually imitate the behaviors they find interesting. In the absence of a parent or a guard，the kid may attempt at opening such metal lids，which may lead to serious injuries. In fact，“today，amid cluttered media in a world cluttered with media，marketers，out of necessity，are creating ever-more-inventive ways to get our attention.” I think guerrilla marketing is not a mistake，Some feeling from myself，I like some guerrilla marketing，because it can give me surprise，not like normal advertising，with very good art design，at now，people don’t have interesting to watch normal advertising，when audience watching TV，but that time have advertising，people just feel the advertising is a trouble，don’t want to care it，that is truth，normal advertising really is a trouble with audience and，it very boring，waste our time，and without any effects to audients. So this time，guerrilla marketing appeared.
Finally，I want to talk about my opinion with future of guerrilla marketing，I think marketer need pay attention in ethics problem of guerrilla marketing，every advertising is for sell product that without doubt，but before that，I thing marketer need think about consumer more，some guerrilla marketing look like very good and very novelty，but it maybe is a potential danger for consumer，especially for children，if a guerrilla marketing bring bloody accident or psychological shadow to consumer，it can not appear in the world. But at now，we have not low with guerrilla marketing，so follow media ethics guideline is a very important responsibility of guerrilla marketing. I think guerrilla marketing cannot alienation from people，it will be consummate in the future，I believe will have more people trust guerrilla marketing and like guerrilla marketing，it will popular than traditional advertising. I just hope it good for sell product，same time good for consumer or all people who will be affect.
REFERENCES
1. “Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising” 2010，American Journal of Economics and Business Administration 2（3）：P 280-286.
2. “Media Ethics：Cases and Moral Reasoning，Eighth Edition” 2009，Clifford G. Christians；Mark Fackler；Kathy Brittain McKee；Peggy J. Kreshel；Robert H. Woods，P 123-125.