Transcript Objectification in Advertising

INTRUSIVE
CAMPAIGNING
Presented by Emily Linginfelter
Background Information
• The Environmental Issue: Hong Kong accumulates
16,000 tons of trash daily. The city landfills are also
reaching maximum capacity.
• Agency: Oglivy & Mather
• Campaign: “The Face of Litter” – Samples are ran
through U.S.-based research and Snapshot DNA
phenotyping to deliver portraits of the perpetrators.
• The Ethical Issue: The city threatens civilians with
humiliation and exposure to promote social change.
Potter Box for the Advertising Agency
Definition
Oglivy & Mather created a city-wide
advertising campaign that displays
litters’ portraits on interactive
billboards throughout highly trafficked
sections of Hong Kong.
Loyalties
• Environment
• Hong Kong
• Government
• Lawful civilians
Values
• Truth-telling
• Social justice
• Social responsibility
Principles
• Mill’s Principle of Utility
• Kant’s Categorical Imperative
• What should have been considered: • What should have been considered:
The public’s right to know.
Islam’s Divine Command
NO CONSENT = UNETHICAL
Ethical
Questions
• Should there be regulations on the types of trash allowed in
this campaign?
• Would “The Face of Litter” be as effective if the shock
factors were eliminated?
• How does the role of social media enhance or limit the
message?
References
• Christians, C. G., Fackler, M., Richardson, K. B., Kreshel,
P. J., & Woods, R. H. (2012). Media ethics: Cases and
moral reasoning. Allyn & Bacon: Boston.
• Beer, J. (23 April 2015). A Hong Kong clean-up campaign
identifies litterbugs through DNA. Co.Create. Retrieved
from http://www.fastcocreate.com/3045403/a-hong-kongclean-up-campaign-identifies-litterbugs-through-dna
• Sile, A. W. (23 April 2015). Hong Kong’s ‘name and
shame’ litter campaign. CNBC. Retrieved from
http://www.cnbc.com/2015/04/23/hong-kongs-name-andshame-litter-campaign.html