<ul><li>What is Ethics? </li></ul><ul><li>Advertising </li></ul><ul><li>Ethical Criticism in Advertising </li></ul><ul><li>In Defence </li></ul><ul><li>The Future </li></ul><ul><li>Conclusion </li></ul><ul><li>Other Notes </li></ul>
<ul><li>Ethics are standards or moral values which dictate what is right and what is wrong, or good or bad, which are: </li></ul><ul><li>culturally-based and formed based upon society’s expectations </li></ul><ul><li>vary by situation </li></ul><ul><li>and by person (everyone develops their own code of ethics) </li></ul>
<ul><li>Subjective & highly personal </li></ul><ul><li>Ethical activity does not do harm </li></ul>
<ul><li>In a sense ethics really boils down to respect. Ethical people, ethical companies and ethical activities show respect for the world around them and are aware of the consequences of their actions upon others. </li></ul>
<ul><li>Dear Ann: </li></ul><ul><li>I have a problem. I have two brothers. One brother is in advertising, the other was put to death in the electric chair for murder. My mother died from insanity when I was three years old. My two sisters are prostitutes, and my father sells narcotics to high-school students. Recently I met a girl who was just released from a reformatory, where she served time for smothering her illegitimate child to death, and I want to marry her. </li></ul><ul><li>My problem is, if I marry this girl, should I tell her about my brother who is in advertising? </li></ul>
<ul><li>Questionable ethics in advertising: </li></ul><ul><ul><li>Ranked 43 rd among 45 professions surveyed for honesty in Gallop poll. </li></ul></ul>
<ul><li>The advertising industry has rarely looked beyond the immediate success of its work and the profitability of individual agencies. It has tended to operate in a vacuum with its only responsibility being to the Client’s marketing objectives. </li></ul>
We tell the truth -- but not always the Whole Truth. Like lawyers, our job is to put our clients in the best light. When you go on a job interview or a first date, you don't assume a false identity - but you probably don't make a full disclosure either. Chances are you keep your lactose intolerance and foot odor issues in the background, and save your Federation Starfleet uniform for later in the relationship - if there IS a later.
For a company trying to sell something, an ad is like getting a job interview with millions of people all at once. The ad wants to make a good first impression and really, really doesn't want to make people mad. But different people react differently.
"All of us who professionally use the mass media are the shapers of the society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.“ ~ Bill Bernback (Co-founder, DDB)
<ul><li>It is time that we all recognise the powerful influence we have both intentionally and accidentally on our economy, society and environment and behave in a more responsible manner </li></ul><ul><li>At one level we need to ensure that our work never does harm by respecting the unintentional consequences of our actions. </li></ul>
<ul><li>At another we need to start to harness that power to do some good – not only to make our clients more profitable but to make our society happier and more cohesive and our environment healthier and more sustainable. </li></ul>
Nobody who ever worked in an advertising agency, even somebody who was bitter about working in an advertising agency, would really say those things. It's such an exaggerated view — lies, manipulations, subliminal advertising, and all that. Advertising's never been more honest than it is today. It has to be very transparent in the way it talks to consumers. Consumers are savvy. You can't succeed by feeding them lies and manipulations. It would backfire.
<ul><li>“ Ethics in Advertising” Pontifical Council for Social Communications. URL: http://www.vatican.va/roman_curia/pontifical_councils/pccs/documents/rc_pc_pccs_doc_22021997_ethics-in-ad_en.html </li></ul><ul><li>Chris Moore “Ethics in Advertising” Advertising Education Foundation. URL: http://www.aef.com/on_campus/classroom/speaker_pres/data/3001 </li></ul><ul><li>Ramanujam Sridhar “The Trouble with Ethics” The Hindu URL: http://www.thehindubusinessline.com/catalyst/2007/11/15/stories/2007111550070200.htm </li></ul><ul><li>William M. O’Barr “Ethics and Advertising” Advertising Education Foundations. URL: http://muse.jhu.edu/journals/asr/v008/8.3unit13.html </li></ul><ul><li>William <. O’Barr “The Advertising Profession in the Public Eye” Advertising Education Foundation. URL: http://muse.jhu.edu/journals/asr/v007/7.1unit05.html </li></ul>