This document discusses ethics and greater good in life, advertising, and business. It uses examples and stories to illustrate ethical dilemmas between right and wrong versus good and greater good. The key topics covered are truth, respect, beauty, icons, sustainability, fair trade, and transparency in advertising and business. The overall message is that focusing on people, planet and profit can lead to decisions that serve a greater good.

1. GREATER GOOD
Ethics. Life. Advertising.

2. Before advertising, let’s talk about
Life and Ethics

3. A Boy. A Train. A Bridge.
The Story.

4. A trainload of lives. A little boy. Coming towards each
other on a single track drawbridge. The little boy running
towards his father. The train racing to cross the bridge.
Only one can have the right to the track.
The drawbridgekeeper has to choose. Stop the train. Or
let it cross…
He chooses .One life versus many. The one life is his only
son. The little boy running towards him….
The father sacrifices his son for the lives of the people in
the train.

5. Its not always about
Right Vs Wrong

6. It is often about
GOOD VS GREATER GOOD

8. Kill Vs Save

9. Animal
testing

10. Test Vs Protect

11. Sex
Workers

12. Work Vs Pleasure

13. Mercy
Killing

14. Prolong Vs Relief

15. Factors that influence ethics
Cultural Codes
Political Canvas
Societal Value System
Moral Intensity
Literacy
Rewards/ Punishment

16. Let’s pause for 2 minutes. And think. Maybe jot it down in memory.
What was/is your moment of
ethical conflict? What did you do?

17. Moving on to
Advertising

18. It’s a business of
Provocation

24. Advertising is a brand
conversation.
We need conversations.
To inspire, to choose, to
enjoy.

25. Ethics vis
Creative
Licensein advertising

26. 1.TRUTH
Exaggeration is a figure of speech. As white as snow.

27. A Great ad Vs
An ad for Greater
Good.
Let’s look at some examples and ask ourselves the question.
There is often just right and more right. That’s what makes this
hard.

29. Fastrack India

33. Truth in Advertising
OK to Exaggerate , Provoke, Hype up
Offer choices. Reasons. Attract.Appeal.
NOT OK to Mislead, create controversies, be deceptive and mask the
product truth.
This works against the Greater Good.

34. 2.RESPECT
Cultural sensitivities. Local sentiments. Religion. People.
Some ads work for a greater message. And are effective. Others are
simply a provocation that works against ethics.
Let’s look at some more ads.
Let’s ask ourselves which ones work for greater good.
Some definitely do.

36. Save our Sisters. A campaign against Women Abuse by showing the Goddesses we worship in India.

37. Benetton

38. Girbaud

42. Respect
Be sensitive. Do the right checks.
Provoke :Religion. Values. Beliefs. Only if it makes a
point for greater good.

43. 3. BEAUTY

45. The question is
WHO WRITES THE BEAUTY CODES?

46. Women?
Industry?
Culture?

47. The ads that follow are just to show that beauty is getting
more stereotyped than ever.
Someone is definitely drawing the blueprint for the
“aspirational look”.
But, they do inspire women to look good.
Feel confident.
Go out there and make a point.
Some make more impact. Resonate more.
Which ones…. Let’s decide for ourselves…

54. Beauty
Democratisation of beauty means more responsibility
Is the shift from Inspiration to Compulsion?
The self worth story- what role does it play in beauty?
Beauty and Wellness- the greater good equation?

55. 4. ICONSThey inspire. They are pin ups. Kids revere them. Spend their pocket
money for the brands they endorse.
Are these super heroes of advertising ethical….

60. IconsInspire not Endanger
Responsible endorsement

61. Four areas. There are more.
Truth
Respect
Beauty
Icons

62. Creating the Balance
Investing in Greater
Good

63. Give
Back

64. SUSTAINABILITY
Give back to society. To Nature. Complete the cycle. Recreate.

65. Cultivating and investing in
conservation of marine life while
running his excellent sea food
chain.
Billy Marinelli. The Oyster bar.
A great example of giving back for greater good.

67. FAIRTRADE
Source with fairness. Ensure prosperity.

69. TRANSPARENCYHonesty is a part of communication. Always.

71. People. Planet.
Profit.
Finally, it zeroes down to the 3.

72. If we focus on
all three, there
will be
decisions for
greater good.

73. Thank
You
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