ADPR 3100 1stEdition Lecture 23 Outline of Last Lecture I speech Outline of Current Lecture II Ethics and ad Current Lecture Ethical Issues From legal issues to ethical issues Examples of ethical dilemmas Ethics in the workplace o Moral myopia o Moral muteness o Active ethics Legal vs ethical o Not the same very different o Legal responsibilities on advertisers Don t lie o What about ethical responsibility truth only part of advertising power o deception legal realm lying to someone to get what you want demonstrable provable lies that are the problem o manipulation ethical realm pressures o advertising can be legal but still unethical Break no laws Defining Ethics o Moral conduct o Ethical question not what can we get away with o But what s the right thing to do Is this how we should really be treating our target market These 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 o Examples Presence of advertising in schools Pressures Decreasing funding makes it hard to say no approved by perceived authority if the school thinks they re good products they will advertise them forms signage exclusive product contracts lessons channel one I will give you lend satellite dish VCRs and TV sets But there is a catch teachers throughout the school have to use these everyday and have 12 min of newscast and 2 min advertising A media company Purpose to deliver markets to advertising Daily 6 million teens 8000 middle and high schools Promoting knowingly destructive products despite their being legal Fast food advertising o Ethics in the workplace How do advertising people make sense of ethical dilemmas o moral myopia Consumers are smart all we do is reflect society back to itself o Passing the buck o What is legal is ethical moral muteness I can see and I do recognize these ethical problems but I don t say anything I keep my mouth shut o compartmentalization o the client is always right o ethics is bad for business o pandora s box syndrome ethically active o agencies that openly encourage ethical decisions and actions o recognize moral issues o talk about them and with clients o recognition o communication o empower their creative teams to say no o moral imagination key points important to recognize the legal realm and ethical issues legal realm behaviorism protect people o rationalism provide dependable information ethics only addressed fully by culturalism o recognition of pressures
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