Ethical Issues in Business

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Presentation transcript:

Ethical Issues in Business PART III Ethical Issues in Business Chapter 2 Advertising Copyright © 2017 Peg Tittle - Broadview Press Inc.

Copyright © 2017 Peg Tittle - Broadview Press Inc. Advertising What is morally acceptable in advertising? Is it acceptable to lie in advertisements? To deceive? To mislead? Is it acceptable to manipulate? Are advertisements capable of manipulating? Does intent to mislead matter? Consider ambiguities, exaggerations and implications  is manipulation a matter of degree? Does it matter if persuasion is rational vs. non-rational? Does medium make a difference? Copyright © 2017 Peg Tittle - Broadview Press Inc.

Copyright © 2017 Peg Tittle - Broadview Press Inc. Advertising Cont’d… Arguments against lying, deceiving, manipulating, misleading and coercing: Respect for persons  is consumer a means to the company’s end or as an end in him/herself? People’s rights  deception undermines autonomy and consequently restricts freedom of choice Fairness  how can consumer make a fair decision with incomplete or slanted information? Social good  do advertisers count on consumers being unhappy? Copyright © 2017 Peg Tittle - Broadview Press Inc.

Copyright © 2017 Peg Tittle - Broadview Press Inc. Advertising Cont’d… Arguments against this type of advertising (cont’d): Advertising is wasteful  billions of dollars spent per year could improve quality of life The target rather than the content can be unethical: Advertising to children; they are not autonomous consumers Product placement especially potent Influence of advertising on editorial content Not advertising to specific groups Identification of target groups – is “data-mining” legitimate or an illegitimate invasion of privacy? Copyright © 2017 Peg Tittle - Broadview Press Inc.

Copyright © 2017 Peg Tittle - Broadview Press Inc. Advertising Cont’d… Arguments against this type of advertising (cont’d): Not only “what” and “to whom” – “where” is also an ethical issue (e.g. billboards can be highly distracting) “How much” can also be an issue – should the amount of advertising be limited? Does it matter “what” you’re advertising? Who is morally responsible for the advertising? Copyright © 2017 Peg Tittle - Broadview Press Inc.

Copyright © 2017 Peg Tittle - Broadview Press Inc. Advertising Cont’d… Arguments for this type of advertising: Respect for persons  pursuit of profit and freedom of speech Fairness  in order for a business to thrive, it needs to let consumers know about its goods and services Social good Fosters competition, which improves quality and price; Informs consumers about what is available Valuable sponsorship aspect: many organizations and events rely on advertising for funding Copyright © 2017 Peg Tittle - Broadview Press Inc.