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OU PHIL 1273 - Advertising and Utilitarianism

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PHIL 1273 1st Edition Lecture 17 Outline of Last Lecture I. Review FairA. Four Short Answer TopicsOutline of Current Lecture I. Unit 3II. AdvertisingA. Relationships between the firm and the consumerB. What are ethical flashpoints of advertising?C. Savan ReadingCurrent LectureI. I. Unit 3A. Theme: ethics in the marketB. Relationships1. Firms and consumers2. Firms and employees3. Firms and shareholders or stakeholdersII. AdvertisingA. Relationships between the firm and the consumerB. What are the ethical flashpoints with advertising?1. Use moral theories to locate them2. Ads as communication: an action firms take toward peoplea. Have theories that focus on an actioni. Utilitarianism: look at effectii. Deontological Ethics: look how agent (firm) regards person (consumer) acted on3. Advertising as a culturea. Have a theory that focuses on characteri. Virtue Theory: look at how culture shapes peopleC. Savan Reading1. Critical of advertising2. Use theories to analyze culturea. Not to say her critique is correct, rather, to show how she makes use of known ideasb. Helps reader engage with herThese 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.3. Utilitarian ideas in Savana. Simple argument: she doesn’t make onei. Might expect: ads lessen well-being- Induce over consumption- Make people worse offii. But she doesn’t make this simple caseiii. Bad effects of ads more general- To do with the kind of people ads make them become- Really a virtue theory argumentb. More subtle point: the “utilitarian soul”i. What utilitarianism assume about the way people areii. Unit 2: the good = preference satisfactioniii. “Utilitarian Psychology”- People have preferences or desires- People are fundamentally oriented toward satisfying themo People see their good in terms of satisfying desireiv. Ads reinforce this psychology, in service to the market- Ads share a basic plot lineo Desire (lack something)o The product fills that lacko Direct message: buy the producto Underlying message: people attain their good by buying productso “It’s less important that we purchase any particular product than that we come to expect resolution in the form of something buyable…” – Savan p.343- The way to the good is through the market as opposed to pursuing other kinds of


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OU PHIL 1273 - Advertising and Utilitarianism

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