Ethical IssuesFrom legal issues to ethical issuesExamples of ethical dilemmasEthics in the workplaceMoral myopiaMoral mutenessActive ethicsLegal vs. ethicalNot the same, very differentLegal responsibilities on advertisersDon’t lieWhat about ethical responsibility?“truth” only part of advertising powerdeceptionlegal realm- lying to someone to get what you wantdemonstrable, provable lies that are the problemmanipulationethical realmpressuresadvertising can be legal, but still unethical. Break no lawsDefining EthicsMoral conductEthical question, “not what can we get away with?”But “what’s the right thing to do? Is this how we should really be treating our target market?”ExamplesPresence of advertising in schoolsPressuresDecreasing funding makes it hard to say no“approved” by perceived authority, if the school thinks they’re good products they will advertise themformssignageexclusive product contractslessonschannel oneI 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 advertisingA media companyPurpose to deliver markets to advertisingDaily, 6 million teens, 8000 middle and high schoolsPromoting knowingly destructive products, despite their being legalFast food advertisingEthics in the workplaceHow do advertising people make sense of ethical dilemmas?“moral myopia”Consumers are smart/ “all we do is reflect society back to itselfPassing the buckWhat 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 shutcompartmentalizationthe client is always rightethics is bad for businesspandora’s box syndromeethically activeagencies that openly encourage ethical decisions and actionsrecognize moral issuestalk about them, and with clientsrecognitioncommunicationempower their creative teams to say nomoral imaginationkey pointsimportant to recognize the legal realm and ethical issueslegal realm: behaviorism (protect people)rationalism (provide dependable information)ethics: only addressed fully by culturalismrecognition of pressuresADPR 3100 1stEdition Lecture 23 Outline of Last Lecture I. speechOutline of Current Lecture II. Ethics and adCurrent Lecture Ethical Issues- From legal issues to ethical issues- Examples of ethical dilemmas- Ethics in the workplaceo Moral myopiao Moral mutenesso Active ethics- Legal vs. ethicalo Not the same, very differento Legal responsibilities on advertisers Don’t lieo What about ethical responsibility? “truth” only part of advertising powero deception legal realm- lying to someone to get what you want demonstrable, provable lies that are the problemo manipulation ethical realm pressureso advertising can be legal, but still unethical. Break no laws- Defining Ethicso Moral conducto 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 theschool 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 advertisingo 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 itselfo Passing the bucko 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 shuto compartmentalizationo the client is always righto ethics is bad for businesso pandora’s box syndrome- ethically activeo agencies that openly encourage ethical decisions and actionso recognize moral issueso talk about them, and with clientso recognitiono communicationo empower their creative teams to say noo 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 culturalismo recognition of