ADPR5140 Final

The TARES test

* Truthfulness of the message


* Authenticity of the persuaded
* Respect for the persuaded
* Equity of the appeal
* Social responsibility for the common good

The definition of ethics and how it is put into practice

* Ethics is a decision-making process
* We engage in ethical reasoning to prevent decisions based upon personal bias or unexamined prejudices.

Goal of ethical decision making

draw responsible (reasoned) conclusions

Define the situation

* Get the facts
* What immediate facts have the most bearing on the decision that must be made

Determine the values motivating the decision, that is, the fundamental beliefs that guide behaviors AND prioritize them

- Professional
- Moral
- Socio-cultural
- Logical
- Aesthetic

Determine loyalties to relevant stakeholders

* “To whom is moral duty owed?”
* AND prioritize
* Duty to society
* Duty to clients/supporters/subscribers/customers
* Duty to organization, firm, agency
* Duty to professional colleagues Duty to ourselves

Morals vs. Ethics: Morals

- A recognition of/sensitivity to the social impact of advertising work
- An appreciation of the value and necessity of a strong commitment to personal ethics
- On-going reflection about our work and the contemporary social, economic, regulatory, and ethical issues surrounding advertising practice

Morals vs. Ethics: Ethics

- About moral behavior
- Behavior that is of serious consequence to human well-being and well-being of human environment
- Standards of human behavior that promote human welfare and “the good”

What is diversity?

Acknowledging, understanding, accepting, valuing, and celebrating differences among people with respect to age, class, ethnicity, gender, physical and mental ability, race, sexual orientation, spiritual practice, and public assistance status.

Diversity affects every aspect of the profession:

- Professional culture
- Production of content
- Content itself
- Manner in which content is placed and received
- Way the industry is regulated

The various reports made on hiring and promotion practices

* 1963: Urban League of Greater New York
* 1967: New York Commission on Human Rights
* 1978: New York Commission on Human Rights

The “whys” surrounding diversity issues in the industry.

* Institutional racism
* Inertia
* Client indifference
* Industry’s inability to compete with better-paying industries
* “Were there no pressure by a government authority, agencies would be unlikely to take action”

The challenges faced by women in the industry

- Motherhood
- Point of entry
- Male-dominated industry

Industry opinions of women (namely Neil French.)

- Advertising requires 100% commitment
- Anyone who does not give that is crap at it
- Motherhood is incompatible with being a chief creative in an advertising agency
- Women can’t put in the hours
- Somebody has to look after the kids
- Women quit to go home and suckle something
- You can’t be a great creative director and have a baby and keep spending time off every time your kids are ill

Stereotyping, particularly how it is used and its role

- Used to save time and effort
- They do ideological work
- Power

The purpose of stereotyping

- Stereotyping reduces people to a few, simple, vivid, memorable, easily grasped, widely recognized characteristics
- Reduces
- Exaggerates and simplifies those characteristics
- Essentializes
- Naturalizes
- Fixes differences

How we define ideology

- A chain of meanings… way to intervene
- We are born into an ideological world
- “Mental fast food”
- Works best when naturalized, normalized, common sense
- NOT a conspiracy
- Becomes hegemonic when…
- Ideology is worked in many places
- Ideological struggle is on-going
- Ideologies are never settled “once and for all”

How ideology and stereotyping affects and enters the advertising industry

In a commercial media system… “As long as there is a market for images, Hollywood will be tempted to perpetuate them, regardless of whether they portray a “realistic” vision of a group”

What makes influencers appealing to advertisers and marketers.

- Prominent in their online community
- Active
- Has a rapport/trust with their audience
- Perceived as “honest” and “genuine”

Why influencers can be risky for ethically-minded advertisers.

Not fully vetting influencers can lead to your brand image being tarnished