ADPR 3100 1nd Edition Lecture27Outline of Previous LectureI. Legal environment-laws and regulations of AdversitingII. Advertising defined as commercial speechIII. First amendment rights IV. FTCV. Deception vs. pufferyOutline of Current Lecture I. Examples of legal and ethical issuesII. What are ethical issues?III. Legal issues vs. ethical issuesIV. “moral myopia”Current Lecture- Exampleso Walgreens pharmacies Claimed its store brand boosted immunity systemo Snapchat claims User photos disappear forever after a few seconds Will notify if someone takes a screenshot of a photo to keep it Only gathers a minimal amount of info about each userThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute. Deceptive claims Banned from making these claims FDC Required to start a privacy program to be monitored for 20 years by a third party company- Legal environmento First amendment trend toward greater freedom for companies in corporate speecho Regulations in industry self-interesto Laws/reg concerned only with truthfulnesso What about pressures?- Ethical issueso From legal issues to ethical issueso Examples of ethical dilemmaso Ethics in the workplace Moral myopia Moral muteness Active ethics- Legal vs. ethicalo Legal responsibilities Don’t lie Issues of deception involve demonstrable, provable lieso Ethical responsibilities “truth” only part of advertising’s power Evoke feeling Issues of manipulation- Pressures Moral conduct- Not “what can we get away with?” “what is the right things to do?” Ethical dilemmas- Advertising in schoolso Pressures on school administrator Decreasing funding makes it hard to say no “approved” by perceived authorityo Forms Signage on sports fields Exclusive product contractscoca cola=sole provider of soft drinks on campus Lesson plansm&ms math lessonso Channel One Lend satellite dish, VCRs, and TV sets Must show 12 min newscast, 2min advertising everyday Is it okay to make kids watch ads during school? Require students to spend class time to watch ads Daily exposure= 6 million teens, 8,000 middle - Physical, quantifiable cigarette smoking- Top cause of cancer deaths in US- 152,000- $%billion Ethics in the workplace- How do advertising people make sense of ethical dilemmas?- Drumwright and Murphy (2004)o $1interviews, 29 agencies, 8 citieso Varied departments, ages, genderso Concluded advertising people cant see ethical problems see primarily as only affecting themselves “anyone stealing my ideas?”- Only level advertising people see of ethical dilemmas Ethical problems at other levels not seen- Organizational: knowing deception- Societal: unintended consequenceso “Moral myopia” “even if I tried to put out an unethical ad, no consumer would be dumb enough to believe it”- Rationalization: consumers are smart “all we do is reflect society back to itself”- Rationalization: passing the buck “its really hard to be unethical in this business, we have to run everything by our lawyers”- Rationalization: what is legal, is ethical “how could I develop a code of ethics for my agency? It would go against the first amendment”- Rationalization: the first amendment misunderstanding “if I succeed my clients succeed. So it doesn’t feel like stretching the truth is doing anything wrong”- Rationalization: going nativeidentify too closely with the client “I don’t have a lot of time to sit and think about if the people who make this thing are really evil”- Rationalization: the ostrich syndromestick head in a hole Ways advertising professionals explain away ethical dilemmas to what they are doingo “moral muteness” “im just providing a service to my clients. But on a personal level, I sometimes find what they want to do very offensive”- Rationalization: compartmentalizationcompartmentalize theirethical awareness, only okay to say something outside the workplace “if I want to stay in business I must give clients what they want”- Rationalization: The client is always rightproblem is no longer professionals they are clients “butlers” “ethical advertising means bland, ineffective work”- Rationalization: ethics is bad for business belief “if we got bent out of shape over every ethical issue, wecouldn’t get anything done”- Rationalization: Pandora’s box syndromeonce you open up ethics lid nothing will be able to get doneo Ethically active Agencies that openly encourage ethical decisions and actions Recognize moral issues and bring them up to agency and the client Recognition Communication Saying notell client to take business elsewhereethically empowering Moral imagination- Key pointso Legal realm Behaviorism (protect people) Rationalism (provide dependable info)o Ethics Only addressed fully by culturalism- Recognition of negative and positive
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