1. Broadcast/Media Writing
Ethics

2. Television commercials
TV Commercial 1
One of the things people seem to either
Really enjoy or really hate
How many of you skip through commercials?
How many of you watch them?
Identify TV ads that stood out to you
Good ones
why
Bad/Poor ones
Why

3. What makes an effective
TV Commercial 2
What makes an effective
TV/Ad commercial
How is that effective
TV Commercial 3
Radio ad/Commercial
Radio Spot

4. If the information given is retained along with the name of the sponsor
A commercial is very successful
If a TV commercial gets the attention of the target market and holds it for 30 seconds
Whether they hate it or like it, it is an effective commercial

5. Are ethics important Many ethical issues are discussed and addressed
In developing broadcast commercials/psa’s?
Why/Why not
What do you think are ethical issues
Within broadcast writing?
Many ethical issues are discussed and addressed
By the National Association of Broadcasters

6. “Guidelines” “What guidelines?”

7. I’m a commercial & announcement writer,
I’m good at it,
I’m creative, I push the envelope
I have a portfolio that is out of this world
What do you mean you have guidelines to work here
Guidelines stifle the creative mind
Should there be guidelines for writers to follow?
Specifically commercial & announcement writers
Why/Why not

8. Group Activity Developing Groups determined by attendance
Commercial/announcement guidelines
Groups determined by attendance
Pay attention
I am going to tell you the rules for this exercise

9. The Code of Practices for Television Broadcasters
A set of ethical standards adopted by the National Association of Broadcasters (NAB) for television
It prohibited
The use of profanity,
The negative portrayal of family life,
Irreverence for God and religion,
Illicit sex, drunkenness and addiction,
Presentation of cruelty,
Detailed techniques of crime,
The use of horror for its own sake,
The negative portrayal of law enforcement officials,
among others

10. Code of Practices for Television Broadcasters
News reporting was to be
"factual, fair and without bias"
Commentary & analysis should be
"clearly defined as such“
Under pressure from broadcasters
The code was suspended in 1983

11. For eight years, from 1982 to 1990 During that time
Both radio & television had no code of professional ethics.
During that time
Research showed that
Networks and some large corporate broadcasters had their own codes, or standards and practices,
Yet there still seemed to be no universal guidance

12. In 1990, the NAB issued a new
"Statement of Principles of Radio & Television Broadcasting,"
General document intended to reflect the generally accepted standards of American's broadcasting
Encouraged broadcasters to write their own specific policies.
Encouraged responsible and careful judgment in the selection of material for broadcast
vs forming a list of prohibition as was the case with the old Code

13. Caution was advised in dealing with
Violence, drugs and substance abuse,
Sexually oriented materials
Positive encouragement for
Responsible artistic freedom
Responsibility in children's programming.

14. Statement of Principles of Radio & Television Broadcasting
Made it clear these principles are advisory, not restrictive.
Mentioned First Amendment rights
Encouraged broadcasters to align themselves with the audiences expectations and the public interest.

15. The new philosophy concerning ethics in broadcasting reveals that:
They are advisory rather than prohibitive
they should be centered in individual stations or corporations
Rather than a national organization like NAB

16. Since there is no provision for monitoring and enforcement on the national level,
Concerns about ethics should come from individual stations and listeners/viewers
The decentralization of ethics may be indicative of a pluralistic society,
Where values and mores reflect distinct group perspectives, rather than a national standard

17. Since the broadcast industry itself The question that remains is
Has been largely deregulated
The question that remains is
Whether this means there is now room for more self regulation
Or whether self regulation itself should also be deregulated.