Media Ethics: Cases and Moral Reasoning

Twelfth Edition

Home / Students / Part 2: Persuasion in Advertising / Chapter 7: Advertising in an Image-Based Media Culture

Chapter 7: Advertising in an Image-Based Media Culture

Advertising both defines and is defined by culture: not a reflector or shaper but a distorter, much like a fun-house mirror. It has also become less informational in focus, paying ever greater attention to consumer experience. The primary means to attract audiences has become the ever more creative use of images. Images represent brands, and often the issue of truth or falsity of images is irrelevant as they create an experience more than making claims. The standard means by which we judge truthfulness are not clearly relevant when applied to such representations. Images can imply arguments not explicitly stated. With the introduction of artificial intelligence, digital manipulation can make the unreal appear real, the unobtainable appear within reach. In these ways they often distort reality and make ethics an even more important issue than words alone.

Chapter 7 – Video Introduction

Transcript

“Media culture” suggests our world is supersaturated with media and media messages such that it is virtually impossible to know where culture ends and media begin. Those media, in turn are themselves saturated with images.

Key Questions for the chapter

  1. How do media images structure the way we think about ourselves and others in society?
  2. How do media images pattern our social interactions?
  3. Images are powerful, emotional, and “speak with a different grammar” than narratives. What particular ethical considerations arise in an image-based media culture ?

Case 28

Discussion Questions

  1. What makes Bold Glamour different from previous face-altering filters?
  2. What responsibility (if any) does Tik Tok have for the consequences associated with its introduction and promotion of the Bold Glamour filter?
  3. Guidance on using the Bold Glamour filter was left entirely to the audience. Was that a wise ethical decision given the abundance of research indicating the vulnerability of that audience?
  4. Is the Bold Glamour filter being called upon to answer for larger problems which clearly are rooted in long-standing cultural attitudes toward women and girls?
  5. How does Dove’s introduction of the “Turn Your Back” campaign influence your assessment of the Bold Glamour filter?

Weblinks

  1. Article and video resource: “What’s Behind Augmented Face Filters? Augmented Reality Face Filters (How They Work) [01:40]
  2. Tik Tok video resources: “How Does Bold Glamour Work?” [01:38]
  3. Article resource: “Beauty Filters are Changing the Way Young Girls see Themselves” MIT Tech Review. https://www.technologyreview.com/2021/04/02/1021635/beauty-filters-young-girls-augmented-reality-social-media/
  4. Article resource: “Face or Filter? If you have to ask, you’re thinking about it wrong,” Slate¸ https://slate.com/human-interest/2023/03/tiktok-bold-glamour-filter-real-fake.html
  5. Article resource: “Does the ‘Bold Glamour’ filter push unrealistic beauty standards? TikTokkers think so,” NPR https://www.npr.org/2023/03/10/1162286785/does-the-bold-glamour-filter-push-unrealistic-beauty-standards-tiktokkers-think-
  6. Article resource: “The ‘reality’ of TikTok’s Bold Glamour filter proves we have a major problem on our hands—here’s why.” Marie Claire https://www.marieclaire.co.uk/beauty/tiktok-bold-glamour-filter
  7. Article Resource: “TikTok’s trendy beauty filter ushers in new tech and new problems,” Washington Post https://www.washingtonpost.com/technology/2023/03/08/tiktok-bold-glamour-filter-effect-generative-ai/
  8. Article resource: “The uncanny valley explained: why you might find AI creepy,” National Geographic. https://www.nationalgeographic.com/science/article/ai-uncanny-valley
  9. Website: Dove Self-esteem project. https://www.dove.com/uk/dove-self-esteem-project.html
  10. Article resource: “Dove, WPP Win Media Grand Prix for Opposing TikTok Beauty Filter.” MediaPost,  https://www.youtube.com/watch?v=pw73tgBmv0g
  11. Article resource:  “Dove invites you to take a stand and #turnyourback to digital distortion,” Cision PR Newswire, https://www.prnewswire.com/news-releases/dove-invites-you-to-take-a-stand-and-turnyourback-to-digital-distortion-301766207.html

Related Resources – AI Models

In April 2023, Levis Strauss and Company announced it would be trialing the use of AI generated models in an effort to increase the diversity of its models in terms of size and body type, age and skin color. The goal was to create a “more personal and exclusive shopping experience.”

Later that month, the first ever AI Fashion Week debuted in New York City. The show was all AI generated. Nothing was real. Not the model. Not the clothes. Not the runway.  Everythinghad to be designed 100% virtually, including front-row atmosphere and backstage moments.

These resources provide additional insight into artificial intelligence and the fashion industry.

  1. Article and video resource: “Backlash against AI supermodels triggers wider fears in fashion workplace;” “First AI Fashion Week debuts in NYC” [05:57] NBC News. https://www.nbcnews.com/business/business-news/ai-models-levis-controversy-backlash-rcna77280
  2. Article resource: “Pixel Perfect: The Rise of AI Fashion Models,” Forbes. https://www.forbes.com/sites/bernardmarr/2023/06/07/pixel-perfect-the-rise-of-ai-fashion-models/?sh=2b65ba772228
  3. Article resource: “Deep Agency shows the perils of applying AI to the fashion Industry,” https://techcrunch.com/2023/03/27/deep-agency-shows-the-perils-of-applying-ai-to-the-fashion-industry/
  4. Article resource: “Computer-generated inclusivity: fashion turns to ‘diverse’ AI models,” The Guardian. https://www.theguardian.com/fashion/2023/apr/03/ai-virtual-models-fashion-brands

Case 29

Discussion Questions

  1. Do the images in this campaign serve a legitimate purpose or are they merely a gimmick to get attention?
  2. The assumption underlying the campaign is that any harm or offense taken as a result of explicit imagery would be minor in comparison to abuse suffered in domestic violence scenarios. Do you agree? Why or why not?
  3. Respect for the audience is at the core of ethical communication. In this case how might respect and care for the victims of domestic abuse who almost certainly encounter the campaign factor into consideration about the use of violent images? into the use of one of the least selective media—outdoor—as a component of the media mix?
  4. How might depiction of the aftermath of violence contribute to desensitizing the audience to violent images, especially in the long-term. Should this factor into the decision-making about the use of these images given the campaign’s immediate goals related to the upcoming World Cup?

Weblinks

  1. Video resource: “The Not-so-Beautiful Game,” You Tube. https://www.youtube.com/watch?v=YwENbKn3tqI
  2. Video resource: “Why the World Cup Will See Domestic Violence,” Times Radio. https://www.youtube.com/watch?v=m5Qq6_qyJ5Y
  3. Video resource: “He’s Coming Home,” Women’s Aid, https://www.youtube.com/watch?v=2uCogGffmAc
  4. Article resource: “When the Beautiful Game Turns Ugly,”  The Nation https://www.thenation.com/article/archive/soccer-and-domestic-violence-when-the-beautiful-game-turns-ugly/
  5. Article resource: “Domestic abuse soars by almost 50% after England win World Cup matches, study finds,” The Independent (UK) Brent Maximin, “It’s time to acknowledge soccer has a problem with violence against women,” Fusion, May 7, 2015. https://fusion.tv/story/131475/soccer-violence-against-women/ https://www.independent.co.uk/news/uk/home-news/domestic-abuse-world-cup-england-win-b2237666.html
  6. Article resource: “Blaming Football for Domestic Violence is only half the story,” The Guardian, July 1, 2018. https://www.theguardian.com/lifeandstyle/2018/jul/01/blaming-football-for-domestic-violence-is-only-half-the-story-eva-wiseman
  7. Article resource: “It’s time to acknowledge soccer has a problem with violence against women,” Fusion, May 7, 2015. https://fusion.tv/story/131475/soccer-violence-against-women/
  8. Video Resource: “Campaign wins Gold Award,” NCDV (Press Release) https://www.ncdv.org.uk/cannes-lions-the-not-so-beautiful-game/
  9. Visual Resource: “Oliviero Toscani: A Career of Shock,” Anatony Films. https://www.anatomyfilms.com/oliviero-toscani-career-shock/

Case 30

Discussion Questions

  1. What was Strong4Life’s rationale for the use of images of obese children in this campaign targeting parents?
  2. Critics and advocates disagree over the potential consequences of the campaign images. Critics assume the results will be harmful—children will be victims of fat shaming. Advocates see the images as a way to get parents’ attention and raise their awareness about childhood obesity. What ethical principles seem to be guiding these stakeholders?
  3. Criticism surrounding this campaign seems to be embedded more so in our nation’s relationship with body image and appearances rather than with issues of health. Do you agree? Why or Why not?

Weblinks

  1. Video resource: “Child in controversial ad speaks out—YouTube,” CBS News—YouTube, https://www.youtube.com/watch?v=C2_kJzV8EKg
  2. Article resource: “Think of the (fat) Children. Minnesota’s Better Example Anti-obesity campaign. The Atlantic, September 2012). https://www.theatlantic.com/health/archive/2012/09/think-of-the-fat-children-minnesotas-better-example-anti-obesity-campaign/262674/
  3. Video resource: (01:02), “The original Nike ad featuring overweight Nathan Sorrell,” DailyMailNews2U. https://www.youtube.com/watch?v=nQWMLWoGEOw
  4. Video resource (interview with Nathan Sorrell): “Does Nike Ad Showing Jogging Boy inspire or exploit? Today, August 12, 2012. https://www.today.com/video/does-nike-ad-showing-jogging-boy-inspire-or-exploit-44549699743
  5. Article resource: “Innovation Healthcare ‘Obese Kid Running’ Nike Ad Is Genius: Why the Critics Have it Wrong,” Forbes, August 15, 2012. https://www.forbes.com/sites/alicegwalton/2012/08/15/obese-kid-running-nike-ad-is-genius-why-the-critics-have-it-wrong/?sh=546f0b1856e2
  6. Article resource: “A new anti-obesity corona virus campaign is a nightmare for eating disorder sufferers,” CNN Health, August 13, 2020. https://www.cnn.com/2020/08/13/health/uk-coronavirus-eating-disorders-weight-intl-gbr-wellness/index.html

Case 31

Discussion Questions

  1. What moral and pragmatic arguments can be made for the continued use of the “Braves” as Atlanta’s MLB team name?
  2. Stereotypes are more than visual re-presentations. They include value-laden assumptions about a group’s values, beliefs, behaviors, and “fit” in culture. Explain the Indian stereotype in the US. Does the Atlanta team perpetuate that stereotype?
  3. Analyze the Braves use of Indian stereotypes through the lens of Kantian ethics.
  4. The case suggests that “it is a short distance from stereotyping to … social injustice.” Explain.

Weblinks

  1. Video resource: “Together We are All …. Guardians,” X. https://twitter.com/CleGuardians/status/1418565355472101378?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1418565355472101378%7Ctwgr%5E11da8fd101ff68f7f8f956b805dc4e10c0864c85%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.espn.com%2Fmlb%2Fstory%2F_%2Fid%2F31868331%2Fcleveland-changing-name-indians-guardians
  2. Article resource: “Cleveland Indians Will Abandon Chief Wahoo Logo Next Year,” The New York Times, January 29, 2029. https://www.nytimes.com/2018/01/29/sports/baseball/cleveland-indians-chief-wahoo-logo.html
  3. Article resource: “Mascots,” The Culture Crush, https://www.theculturecrush.com/feature/mascots
  4. Article resource: “Why did the Washington Redskins change their name to Commanders?” Sportskeeda,  November 8, 2023. https://www.sportskeeda.com/nfl/news-why-washington-redskins-change-name-commanders
  5. ”Video resource: “We’re Still Here” available on the Atlanta Braves website. https://www.mlb.com/braves/community/native-american-community
  6. Illustrated lecture: “Indians Everywhere and Nowhere.” Paul Chat Smith, Advertising and Society Virtual Quarterly Colloquium, December 3, 2020. https://muse-jhu-edu.us1.proxy.openathens.net/pub/21/article/780907   [Advertising and Society Quarterly, 21(4), 2020]
  7. “Native Americans in Popular and Commercial Culture: An Interview with Paul Chaat Smith from the National Museum of the American Indian” Advertising and Society Quarterly, 21(4). https://muse-jhu-edu.us1.proxy.openathens.net/pub/21/article/780912
  8. “Mattel Has a New Cherokee Barbie. Not Everyone Is Happy About It. The New York Times, December 8, 2023. https://www.nytimes.com/2023/12/06/us/mattel-cherokee-barbie-wilma-mankiller.html

Case 32

Discussion Questions

A recent study found that .06% of advertisements in the UK featured individuals with disabilities despite the fact that individuals with disabilities make up 20% of that nation’s population.

  1. Some suggest this lack of visibility is due in part to the utilitarian risk-benefit lens that seems to dominate casting decisions. What pragmatic arguments are advanced in such an analysis? How might viewing the lack of visibility through the lens of an ethics of care counter those arguments?
  2. Re-presentations that “get disability wrong” range from inspiration porn to disabled as superhuman. Explain these re-presentations. What are the possible consequences of persistent reliance on those stereotypes.
  3. A 2023 All In Census survey of advertising industry professionals found that only 11% of individuals working in advertising have a disability. What structural and attitudinal barriers might be at the root of this disparity?

Weblinks

  1. Website (information/discussion): “Problematic Representation of People with Disabilities in the Media,” Hand in Hand. https://www.handinhandqc.org/blog/problematic-representation-of-people-with-disabilities-in-the-media
  2. Article resource: “Advertising Industry Must Overcome its Anxiety Around Disability Representation,” Forbes, July 26, 2021 https://www.forbes.com/sites/gusalexiou/2021/07/26/advertising-industry-must-overcome-its-anxiety-around-disability-representation/?sh=5d456a1d7c32
  3. Article resource: “Unilever to include people with disabilities in advertising production,” Disability Scoop, June 2023. https://www.disabilityscoop.com/2023/06/05/unilever-to-include-people-with-disabilities-in-advertising-productions/30405/
  4. Article resource: “Disability: the forgotten D in Diversity, Ad Week, https://advertisingweek.com/disability-the-forgotten-d-in-diversity/
  5. DEI Toolkit: “Honest, Authentic, Representation. We can help.”  Getty Images. https://view.ceros.com/getty-images-services/deitoolkit/p/2
  6. “The Disability Collection” (searchable images) Getty Images. https://www.gettyimages.com/collections/thedisabilitycollection
  7.  Article resource: “Disability in Ads: Celebration or Commodification?” Psychology Today,” https://www.psychologytoday.com/us/blog/disability-is-diversity/202102/disability-in-ads-celebration-or-commodification
  8. Website Resource: “Why Businesses should Include People with Disabilities in Marketing and Advertising Campaigns,” World Institute on Disabilities, https://wid.org/why-businesses-should-include-people-with-disabilities-in-marketing-advertising-campaigns/
  9.  Academic article resource: “Disability and Advertising,” Advertising and Society Quarterly, https://muse.jhu.edu/article/736400
  10. Video Resource: “Discussing Disability Inclusion in Marketing ,” One Club Creativity, https://www.youtube.com/watch?v=DbUpSNf87BQ
  11. Video resource: Video resource (09:02): “I’m not your inspiration. Thank you very much.” Stella Young, TED TALK. https://www.ted.com/talks/stella_young_i_m_not_your_inspiration_thank_you_very_much?language=en
  12. Video resource (09:45): “My twelve pairs of legs.” Aimee Mullins, TED TALK, https://www.ted.com/talks/aimee_mullins_my_12_pairs_of_legs?language=en
  13. Article resource: “Best picture winner ‘CODA’ is just one recent film influenced by deaf creators who are changing the industry.” CNN March 28,2022. https://www.cnn.com/2022/03/28/entertainment/deaf-film-representation-coda-best-picture-oscars-cec/index.html
  14. Article resource: “Wunderman Thompson’s Josh Loebner on ‘honoring accessibility and inclusive design,’” Ad Age,  July 2023. https://adage.com/article/creativity/wunderman-thompsons-josh-loebner-honoring-accessibility-and-inclusive-design/2504726