1 ADVERTISING: Social, Ethical and Economic Aspects

2 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 Ethical Perspectives

3 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”

4 Let’s use two distinct names for “ethical”: MORAL the means are good OR JUSTIFIABLE the ends justify the means Ethical Perspectives

5 Advertising Effects INFORMATION Advertising INFORMS consumers Does not change the way they value those attributes. POWER Advertising CHANGES consumer preferences. It changes product attributes, differentiates the product from competitive offerings.

6 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.”

7 “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.” Leo Burnett

8 “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.” Leo Burnett

9 “Advertising, of course, makes possible our unparalleled variety of magazines, newspapers, business publications, and radio and television stations.” Leo Burnett

10 “It must be said that without advertising we would have a far different nation, and one that would be much the poorer- not merely in material commodities, but in the life of the spirit.” Leo Burnett Excerpts from a speech given April 20,1967 at the American Association of Advertising Agencies’ 50th anniversary