Transcript 4210-22
ADVERTISING: Social, Ethical and Economic Aspects 1 Ethical Perspectives DEONTOLOGY - Gk. deon - obligation • Focus is on the means • Kant’s categorical imperative • “Do unto others” • equity, justice, fairness • Clark: Catholicism and Judaism • Concern about the least able 2 Ethical Perspectives TELEOLOGY -- Gk. telos - end • Focus is on the ends • Utilitarianism • The greatest good for the greatest number • Cost - Benefit analysis • individualism, pursuit of profit, hard work • Clark: The “Protestant Ethic” • “Caveat emptor” 3 Ethical Perspectives • Let’s use two distinct names for “ethical”: • MORAL • the means are good • OR • JUSTIFIABLE • the ends justify the means 4 Leo Burnett “To me it means that if we believe to any degree whatsoever in the economic system under which we live, in a high standard of living and in high employment, advertising is the most efficient known way of moving goods in practically every product class.” 6 Leo Burnett “My proof is that millions of businessmen have chosen advertising over and over again in the operations of their business. Some of their decisions may have been wrong, but they must have thought they were right or they wouldn’t go back to be stung twice by the same kind of bee.” 7 Leo Burnett “It’s a pretty safe bet that in the next 10 years many Americans will be using products and devices that no one in this room has even heard of. Judging purely by past performance, American advertising can be relied on to make them known and accepted overnight at the lowest possible prices.” 8 Leo Burnett “Advertising, of course, makes possible our unparalleled variety of magazines, newspapers, business publications, and radio and television stations.” 9 Leo Burnett “It must be said that without advertising we would have a far different nation, and one that would be much the poorernot merely in material commodities, but in the life of the spirit.” Excerpts from a speech given April 20,1967 at the American Association of Advertising Agencies’ 50th anniversary 10