PHIL 1273 1st EditionFinal Exam Study Guide Lectures: 17-26Lecture 17 (March 30)Discussion of Savan Reading and AdvertisingWhat are the three relationships established with firms? - Firms and consumers- Firms and employees- Firms and shareholders or stakeholdersWhat are the ethical flashpoints with advertising? One can use moral theories to locate these ideas. Ads are a form of communication that firms use toward people. To focus on that action, utilitarianism and deontology view both the consequences and how the agent, or firm, regards a person, or consumer, receiving the action. In terms of advertising as a culture, virtue theory addresses how the industry shapes viewers.In Savan’s critique of advertising, what are her utilitarian ideas communicated?She does not make an argument, necessarily. One would expect her to say that ads lessen well-being as they induce over consumption and make people worse off, but instead, she views the bad effects of ads as a more general issue related to the kind of people ads make their audience become, verging on a virtue theory. If the good is preference satisfaction in utilitarian psychology, then people having preferences are fundamentally oriented toward satisfying them.Thus, people see their good in terms of satisfying desire. Ads reinforce this psychology, in service to the market, because they share a basic plot line: there is a desire for something lacked, and the product fulfills that absence. The direct message here is to buy the product, but the underlying message involves the notion that people attain their good by purchasing products. In this case, the way to good is through the market as opposed to pursuing other kinds of satisfaction, but Savan also claims that ads turn viewers into worse people within her utilitarian argument. “It’s less important that we purchase any particular product than that we come to expect resolution in the form of something buyable” (Savan 343).Lecture 18 (April 1)Continuation of Savan Reading and AdvertisingIn Savan’s critique of advertising, what are her deontological ideas communicated?Deontology, the ethics of duty, includes rules on how to treat people. Savan simple declares thatads lie, and people have a oral duty not to lie based on the “universalizability” test and the “treat people as ends” test. The first states that if everyone lied, it would defeat the purpose of lying, such that “irony” worry would allow ads to corrode respect for the truth. The second test only states that lying is the treatment of people as a means as opposed to an end. Within advertising, there are little and big lies alike; however, “we don’t buy products, we buy the world that presents them. Over the long run, whether you actually buy a particular product is less important than that you buy the world that makes the products seem desirable.” (Savan 345). The more subtle idea incorporates the human capacity for autonomy, making people human and entitled to moral respect as it is an ethical duty to respect autonomy. Savan believesthat ads compromise this autonomy and take over behavior, operating on desire. “Most ad makers understand that in order to sell to you they have to know your desires and dreams better than you may know them yourself, and they’ve tried to reduce that understanding to a science” (Savan 342). In Kantian deontology, acting on desire is like being pushed, and ads make us act “heteronomously” rather than autonomously. Pervasive ads lessen people’s ability to distance themselves from their desires: ads compromise freedom.In Savan’s critique of advertising, what are her virtue theory ideas communicated? People’s culture trains their character, including one’s attitude toward desire. It is neither full acceptance nor rejection of desires but moral training of them. Modern culture gives the moral training to fulfill any and all desires without reflecting on why we experience them. “Advertising’s most basic paradox is to say: Join us and become unique. Advertisers learned longago that individuality sells… The urge toward individualism is constant in America… Commercial nonconformity always operates in the service of conformity. Our system of laws and out one-man-one-vote politics may be based on individualism, but successful marketing depends on the exact opposite: By identifying (through research) the ways we are alike, it hopes to convince the largest number of people that they need the exact same product” (Savan 345). Savan questions character traits cultivated by ad culture. Conformism means people buy the same stuff and act in the same way to pursue their happiness, which is purchasing power. Self-deception occurs when conformism is concealed under the images of individualism, encouraging people to by products under the belief that they are for people too cool for marketing.What is the purpose of the Savan critique?Savan offers a moral critique of advertising. Analysis shows how it draws on ideas from moral theories. Readers may agree or disagree with author. The point of the analysis is to locate areas of agreement and disagreement.Lecture 19 (April 6)Introduction to Employee-Employer RelationshipsAs an example of an individual action, what is sexual harassment and what are the differenttypes of cases of it?Definition: “Unwelcome sexual advances, requests for sexual favors, and other verbal or physical conduct of a sexual nature constitute sexual harassment when (1) submission to such conduct is made either explicitly or implicitly a term or condition of an individual’s employment,(2) submission to or rejection of such conduct by an individual is used as the basis for employment decisions affecting such individual, or (3) such conduct has the purpose or effect ofsubstantially interfering with an individual’s work performance or creating an intimidating, hostile, or offensive working environment” (Shaw 444)“Quid pro quo” (this for that) case: A boss asks for sexual favors either to advance employee or to avoid setbacks. This can occur between people of any gender, but the majority of cases involve men harassing women.“Hostile work environment” case: There are no specific demands made, but a persistent climateof remarks and behaviors occur. This can rise to levels of psychological harm and relate to ethical, racial, and religious slurs.Why is sexual harassment wrong in a moral sense? The moral and legal wrongs of sexual