ADPR 3100 Lecture Notes - Lecture 10: Dysfunctional Family, Near-Sightedness, Muteness
10 Jun 2018
School
Department
Course
Professor
ADPR TEST 3 STUDY GUIDE
Ethical Issues
− 6: 4% of Aerias foud adertisig pratitioers to e fairl uethial ad
untrustworthy – lack of respect for the ad industry
− 2016: Only 11% found them to on the up-and-up
American Association of Advertising Agencies (AAAA)
− Blames the lack of respect on 3 main areas:
1. Pressures for short-term earnings – may use questionable messages and imagery to
break through the clutter
2. Client pressures
3. Pressures to get and keep new business, which can cause agencies to treat other
agencies with a lack of respect
Commons Dilemma
− A phenomenon in which members of a specific group (the advertisers) face choices in which
selfish or individualistic decisions seem rational for short-term benefits, but produce long-term
consequences
Areas of Ethical Concern
1. Advertising of ethically questionable products or services
o Alcohol, tobacco, food/beverages, gambling/lottery, sexually oriented products,
prescription drugs, other dilemmas are cultural
o Ethical dilemmas: promoting knowingly destructive products, despite their being legal
(cigarettes)
2. Ethically questionable advertising practices:
o Targeting specific populations (children, elderly, ill)
o Sensitive subject (sex, rape, abortion, death, sexism)
o Advertising in schools
o Pressures – decrease funding makes it hard to say no
o Forms – signage, product contracts, lessons
o Ex: UGA athletic association contract with Coke
o Ex: Channel One – founded in 1989, sold to Alloy Media and Marketing Dec 2006,
partner with NBC July 2007, CBS news partnered 2009, require students to spend class
time watching
Ethics in the Workplace
− Ethiall Atie seekig ad talkig pratitioers)
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
(cid:1006)(cid:1004)(cid:1005)6: 4(cid:1004)% of a(cid:373)eri(cid:272)a(cid:374)s fou(cid:374)d (cid:862)ad(cid:448)ertisi(cid:374)g pra(cid:272)titio(cid:374)ers(cid:863) to (cid:271)e fairl(cid:455) u(cid:374)ethi(cid:272)al a(cid:374)d untrustworthy lack of respect for the ad industry. 2016: only 11% found them to on the up-and-up. A phenomenon in which members of a specific group (the advertisers) face choices in which selfish or individualistic decisions seem rational for short-term benefits, but produce long-term consequences. Adpr test 3 study guide: agencies that openly encourage ethical decisions and actions, recognition (make judgments as a trusted partner), communication (importance of direct communication), how to say no, moral imagination. Ethically impaired: see primarily as only affecting themselves, ethical problems at other levels not seen, organizational agency/client, societal least likely to be seen, unintended social consequences (cid:862)moral m(cid:455)opia(cid:863) (cid:894)(cid:374)earsighted(cid:374)ess(cid:895) The absence of communicating moral concerns in settings where such communication would be fitting (or obscuring moral beliefs) Compartmentalization separate o(cid:374)e"s (cid:449)ork life fro(cid:373) perso(cid:374)al life (cid:894)separate (cid:272)lie(cid:374)t"s (cid:271)usi(cid:374)ess sta(cid:374)dards fro(cid:373) o(cid:374)e"s o(cid:449)(cid:374) sta(cid:374)dards(cid:895) The client is always right (cid:862)(cid:455)es-perso(cid:374)(cid:863) i(cid:374)stead of (cid:272)olla(cid:271)orator.
