Therefore, it can be analyzed that commercial media has the power to shape the mind sets of individuals to the extent where they can believe in certain things and abandon beliefs as well. The commercial media have evolved over the last decade. With the emergence of new technology the ideas of communication has been shaped in to varied ways that gauge the attention of the audience and the media providers. This has diverted the attention of the media developers to the newly innovated ways of communication to tools such as the internet and mobile media.
Many advertising agencies have invested large sums of money in ambient media. UK industry forecasts that the ambient media are so effective that its growing rapidly, in the near future the cost for ambient media will be in millions of pounds; moreover the literature suggests that the traditional media such as TV, posters, Cinema, and radio is substantially being replaced with the ‘non-traditional out-of-home’ media which is collectively referred to as the ambient media (Hiebert, 2001; Shankar & Horton, 1999). It is essential to high light that due to non-availability of business models in media many of the factors in advertising remain unattended and hap-hazard.
For these reasons media tries to publish a story in order to sell well. This lack of media business models only make the media focus upon the idea to stay in to business; thus, due to which reasons many times the ethics in commercial media in terms of the authenticity of they write and show on TV is compromised (Hendricks, 2010). Nevertheless, bearing in mind the influence that can have upon the individuals it is important to demarcate and recognize the distinguishing factors that draw the line for ethical and unethical representation of the data.
There is considerable literature available in regards to the commercial media that entails the ethics of media. However, these ethics vary according to the culture and beliefs of the individuals. While advertising a product it is important to ethically advertise it that is to give out true information that does not hurt the beliefs of the consumer in any way. These ethics become an important part of commercial media and advertising to the extent where if the ad back fires it can bring a bad image to the company and product.
One such example is of Nokia; Nokia had advertised for its Lumia 920 for producing images that had perfection. It emphasized heavily on the PureView camera technology. However, a report revealed that the images and the videos used in the ad as a sample for the consumer, turned out to be fake.