{"id":61,"date":"2024-08-22T14:29:27","date_gmt":"2024-08-22T14:29:27","guid":{"rendered":"http:\/\/localhost\/mediaethics\/?post_type=content&#038;p=61"},"modified":"2026-08-26T13:37:07","modified_gmt":"2026-08-26T13:37:07","slug":"chapter-6-commercialization-of-life","status":"publish","type":"content","link":"https:\/\/routledgelearning.com\/mediaethics\/students\/part-2-persuasion-in-advertising\/chapter-6-commercialization-of-life\/","title":{"rendered":"Chapter 6: Commercialization of Life"},"content":{"rendered":"\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group alignwide is-layout-flow wp-block-group-is-layout-flow\"><nav style=\"--separator: &quot;\/&quot;\" class=\"wp-block-breadcrumbs\" aria-label=\"Breadcrumbs\"><ol><li><a href=\"https:\/\/routledgelearning.com\/mediaethics\/\">Home<\/a><\/li><li><a href=\"https:\/\/routledgelearning.com\/mediaethics\/students\/\">Students<\/a><\/li><li><a href=\"https:\/\/routledgelearning.com\/mediaethics\/students\/part-2-persuasion-in-advertising\/\">Part 2: Persuasion in Advertising<\/a><\/li><li><span aria-current=\"page\">Chapter 6: Commercialization of Life<\/span><\/li><\/ol><\/nav>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7387b849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\"><h1 class=\"wp-block-post-title\">Chapter 6: Commercialization of Life<\/h1>\n\n\n<p class=\"wp-block-paragraph\">The advertising industry\u2019s search for recognition as a profession and its desire to maintain credibility with its clients to connect with their audiences has led to a focus on providing a basis for rational decision-making and maintaining authority in their relationships with clients. These are grounded in issues of advertisers\u2019 own professional stature and credibility. Although all advertising agencies have their own values and means of advising their clients, all do so within a professional culture. This is a dynamic reality and due to the rising emphasis on digital advertising, has led to much of the industry morphing into adtech companies, as much defined by their use of digital media tools to surveil and analyze audiences as on their traditional roles in content construction to attract attention. Social practices are now as significant as practical ones.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<media-player  load=\"visible\" id=\"vidstack-video-block_9e94f423a5513e363d156902947cee94\" class=\"vidstack-video\" title=\"Chapter 6 - Video Introduction\" src=\"https:\/\/s3-eu-west-1.amazonaws.com\/s3-euw1-ap-pe-ws4-cws-documents.ri-prod\/9781032391397\/Chapter-6.mp4\">\n  <media-provider>\n                  <media-poster\n          class=\"vds-poster\"\n          alt=\"\">\n        <\/media-poster>\n\n  <\/media-provider>\n  <media-video-layout><\/media-video-layout>\n  <media-controls class=\"vds-controls\">\n      <media-controls-group class=\"vds-controls-group\"><\/media-controls-group>\n  <\/media-controls>\n<\/media-player>\n\n\n<h3 class=\"wp-block-heading\">Chapter 6 &#8211; Video Introduction<\/h3>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/routledgelearning.com\/mediaethics\/wp-content\/uploads\/sites\/20\/2024\/09\/Chapter-6-Transcript.docx\" style=\"background-color:#e5d6eb;padding-top:0;padding-bottom:0;box-shadow:none\">Transcript<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group alignwide is-layout-flow wp-block-group-is-layout-flow\">\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">To fulfill its role as an <em>advocacy<\/em> profession, advertising must serve in the best interest of its client. To fulfill its role as an advocacy <em>profession<\/em> advertising has a moral duty to contribute to social welfare and conduct its work in a manner consistent with broader social values.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Key questions for the chapter<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>What is professional culture?<\/li>\n\n\n\n<li>What does viewing advertising through a professional (institutional) lens contribute to our understanding of the ethical dimensions of \u201cdoing advertising work\u201d?<\/li>\n\n\n\n<li>In today\u2019s volatile social, technological, and economic environment, how does the advertising profession define the structural boundaries of its work? That is, what does the professional view as its \u201csphere of influence\u201d?<\/li>\n\n\n\n<li>How do those structural boundaries factor into the moral dimensions of advertising work?<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 24<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>What key facts and primary ethical issues are perceived by each of the key stakeholder groups in this conflict?<\/li>\n\n\n\n<li>Moving to Quadrant 2 of the Potter Box, what contradictory values are apparent?<\/li>\n\n\n\n<li>It\u2019s clear that key stakeholder groups are subscribing to different ethical principles. What are those principles?<\/li>\n\n\n\n<li>How might the situation have developed differently if Anheuser Busch had subscribed to an ethics of other regarding care?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Announcement of Rockefeller Center Rainbow Room Performance: \u201cDylan Mulvaney\u2019s Day 365,\u201d <a href=\"https:\/\/365daysofgirlhood.com\/\">https:\/\/365daysofgirlhood.com\/<\/a><\/li>\n\n\n\n<li>Video resource: Dylan Mulvaney\u2019s Tik Tok post: <a href=\"https:\/\/www.youtube.com\/watch?v=s05_FUAeOKg\">https:\/\/www.youtube.com\/watch?v=s05_FUAeOKg<\/a><\/li>\n\n\n\n<li>Video resource Sky News, Australia tells the Bud Light story: \u201cDesperate Bud Light Launches \u2018cringey\u2019 Come Back,\u201d <em>Sky News Australia<\/em>. <a href=\"https:\/\/www.youtube.com\/watch?v=IdmPp4sXpEM\">https:\/\/www.youtube.com\/watch?v=IdmPp4sXpEM<\/a><\/li>\n\n\n\n<li>Article resource: \u201cRecord number of anti-LGBTQ bills have been introduced this year.\u201d <em>CNN,<\/em> April 6, 2023. <a href=\"https:\/\/www.cnn.com\/2023\/04\/06\/politics\/anti-lgbtq-plus-state-bill-rights-dg\/index.html\">https:\/\/www.cnn.com\/2023\/04\/06\/politics\/anti-lgbtq-plus-state-bill-rights-dg\/index.html<\/a><\/li>\n\n\n\n<li>Survey results: KFF (formerly known as Kaiser Family Foundation).&nbsp; \u201c<em>The Washington Post<\/em> Trans Survey.\u201d March 24. 2023. <a href=\"https:\/\/www.kff.org\/report-section\/kff-the-washington-post-trans-survey-trans-in-america\">https:\/\/www.kff.org\/report-section\/kff-the-washington-post-trans-survey-trans-in-america<\/a><\/li>\n\n\n\n<li>Press Release (office of Sen. Ted Cruz), \u201cSens. Cruz, Blackburn Open and Call for Probe of Bud Light Potentially Marketing to Underage Individuals Through Partnership with Dylan Mulvaney.\u201d March 15, 2023. <a href=\"https:\/\/www.kff.org\/report-section\/kff-the-washington-post-trans-survey-trans-in-america\/\">https:\/\/www.kff.org\/report-section\/kff-the-washington-post-trans-survey-trans-in-america\/<\/a><\/li>\n\n\n\n<li>Video resource (Mulvaney reacts to controversy): \u201cTrans People Like Beer Too,\u201d <em>Tik Tok,<\/em> June 6, 2023. <a href=\"https:\/\/www.tiktok.com\/@dylanmulvaney\/video\/7250155134087449898\">https:\/\/www.tiktok.com\/@dylanmulvaney\/video\/7250155134087449898<\/a><\/li>\n\n\n\n<li>Article resource: \u201cBud Light poured decades of LGBTQ allyship down the drain \u2013 and now everyone\u2019s mad,\u201d <em>Fast Company, <\/em>April 9, 2023 <a href=\"https:\/\/www.fastcompany.com\/90888756\/bud-light-inclusive-marketing-right-wing-outrage\">https:\/\/www.fastcompany.com\/90888756\/bud-light-inclusive-marketing-right-wing-outrage<\/a><\/li>\n\n\n\n<li>Article resource: \u201cThis is the New Bud Light Ad after the Dylan Mulvaney Controversy,\u201d <em>Diario AS: Sports Online Sports Newspaper, <\/em>Greg Heilman, July 5, 2023. <a href=\"https:\/\/en.as.com\/latest_news\/this-is-the-new-bud-light-ad-after-the-dylan-mulvaney-controversy-n\/\">https:\/\/en.as.com\/latest_news\/this-is-the-new-bud-light-ad-after-the-dylan-mulvaney-controversy-n\/<\/a><\/li>\n\n\n\n<li>Article resource (end of year assessment): \u201cBudlight\u2019s disastrous year,\u201d <a href=\"https:\/\/www.msn.com\/en-us\/money\/companies\/bud-light-s-disastrous-year\/ar-AA1m8Lub?cvid=aa4b650eca7f4d328a6a68e59bcbe7b6&amp;ocid=winp2fptaskbarhover&amp;ei=20\">Bud Light&#8217;s Disastrous Year (msn.com)<\/a><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Articles from the Trade Press<\/strong><\/p>\n\n\n\n<ol start=\"11\" class=\"wp-block-list\">\n<li>\u201cDoxing due to marketing\u2014personal attacks are a new risk for brand leaders.\u201d <em>Advertising Age, <\/em>\u201cDoxing <a href=\"https:\/\/adage.com\/article\/marketing-news-strategy\/doxing-brand-leaders-personal-attacks-are-new-risk-marketing-execs\/2500001\">https:\/\/adage.com\/article\/marketing-news-strategy\/doxing-brand-leaders-personal-attacks-are-new-risk-marketing-execs\/2500001<\/a><\/li>\n\n\n\n<li>Article resource: \u201c#BrandsGetReal: Championing Change in the Age of Social Media, (nd). <a href=\"https:\/\/sproutsocial.com\/insights\/data\/championing-change-in-the-age-of-social-media\/\">https:\/\/sproutsocial.com\/insights\/data\/championing-change-in-the-age-of-social-media\/<\/a><\/li>\n\n\n\n<li>Article resource: \u201cTransgender consumers: how brands can provide meaningful support to transgender consumers in a time of social injustice,\u201d <em>Advertising Age, <\/em>&nbsp;May 22, 2023. <a href=\"https:\/\/adage.com\/article\/opinion\/transgender-consumers-how-brands-can-provide-meaningful-support-time-social-injustice\/2495101\">https:\/\/adage.com\/article\/opinion\/transgender-consumers-how-brands-can-provide-meaningful-support-time-social-injustice\/2495101<\/a><\/li>\n\n\n\n<li>Article resource: \u201cActivist Advertising\u2014How brands and agencies can work for positive change,\u201d January 23, 2023. <em>Advertising Age,<\/em> January 23, 2023. <a href=\"https:\/\/adage.com\/results?search_phrase=chris+plating++activist+advertising&amp;field_emphasis_image=&amp;sort_by=search_api_relevance\">https:\/\/adage.com\/results?search_phrase=chris+plating++activist+advertising&amp;field_emphasis_image=&amp;sort_by=search_api_relevance<\/a><\/li>\n\n\n\n<li>Article resource: \u201cWhy Brands need to stop \u2018purpose\u2019 pandering,\u201d <em>Advertising Age,<\/em> June 26, 2023. <a href=\"https:\/\/adage.com\/article\/fletcher-marketing\/why-brands-need-stop-purpose-pandering\/2502171\">https:\/\/adage.com\/article\/fletcher-marketing\/why-brands-need-stop-purpose-pandering\/2502171<\/a><\/li>\n\n\n\n<li>Article resource, \u201cTrue LGBTQ+ Brand Allies Can\u2019t Run Away,\u201d <em>AdWeek, <\/em>June 2023.<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 25<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>The advertising industry\u2019s response to the sustainability crisis assuredly will evolve amid a constellation of new (and disruptive) technologies, relationships, processes, etc. How might these dynamics impact the moral philosophy guiding advertising work? Should the moral baseline change?<\/li>\n\n\n\n<li>What do you view to be the pragmatic and moral considerations taken into account in each of the two approaches discussed in the case?<\/li>\n\n\n\n<li>It is important to recognize that advertising decisions are not made in isolation. That is, in responding to the crisis, advertising professionals must balance economic, social, and environmental considerations as well as immediate short-term and longer-term consequences. Can you think of consequences both intentional and unintentional that might arise as advertising undertakes efforts to stem climate change? &nbsp;How might (and how should) these considerations factor into ethical decision making in these early days of developing the industry response to this global crisi ?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Report resource: IPCC [Intergovernmental Panel on Climate Change], \u201cClimate Change 2022: Mitigating Climate Change,\u201d <a href=\"https:\/\/www.ipcc.ch\/report\/ar6\/wg3\/downloads\/report\/IPCC_AR6_WGIII_SPM.pdf\">https:\/\/www.ipcc.ch\/report\/ar6\/wg3\/downloads\/report\/IPCC_AR6_WGIII_SPM.pdf<\/a><\/li>\n\n\n\n<li>Article resource: \u201cWhy the IPCC Shone the spotlight on ad agencies still working with fossil fuel clients, \u201cApril 7, 20233. <a href=\"https:\/\/www.thedrum.com\/opinion\/2022\/04\/07\/why-the-ipcc-shone-spotlight-ad-agencies-still-working-with-fossil-fuel-clients\">https:\/\/www.thedrum.com\/opinion\/2022\/04\/07\/why-the-ipcc-shone-spotlight-ad-agencies-still-working-with-fossil-fuel-clients<\/a><\/li>\n\n\n\n<li>United Nations release: \u201cCauses and Effects of Climate Change.\u201d <a href=\"https:\/\/www.un.org\/en\/climatechange\/science\/causes-effects-climate-change#\">https:\/\/www.un.org\/en\/climatechange\/science\/causes-effects-climate-change#<\/a><\/li>\n\n\n\n<li>Article resource: \u201cBig Advertisers are discovering their digital-advertising campaigns carry a bit carbon tax,\u201d <em>Business Insider,<\/em> July 25, 2022. <a href=\"https:\/\/www.businessinsider.com\/making-net-zero-possible-the-hidden-impact-of-digital-ads-2022-7\">https:\/\/www.businessinsider.com\/making-net-zero-possible-the-hidden-impact-of-digital-ads-2022-7<\/a><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Activist websites<\/strong><\/p>\n\n\n\n<ol start=\"5\" class=\"wp-block-list\">\n<li>Fossil Fuel Media. <a href=\"https:\/\/fossilfree.media\/\">https:\/\/fossilfree.media\/<\/a><\/li>\n\n\n\n<li>Purpose Disruptors. <a href=\"https:\/\/www.purposedisruptors.org\/\">https:\/\/www.purposedisruptors.org\/<\/a>&nbsp;&nbsp;<\/li>\n\n\n\n<li>Clean Creatives. <a href=\"https:\/\/cleancreatives.org\/\">https:\/\/cleancreatives.org\/<\/a><\/li>\n\n\n\n<li>Video resource (34:03): \u201cThe Clean Creatives Toolkit for Agency Activists,\u201d <em>You Tube, <\/em><a href=\"https:\/\/www.youtube.com\/watch?v=N_ikIgjqrBQ\">https:\/\/www.youtube.com\/watch?v=N_ikIgjqrBQ<\/a><\/li>\n\n\n\n<li>Report: \u201cADNet Zero: all for none,\u201d <a href=\"https:\/\/adnetzero.com\/wp-content\/uploads\/2022\/11\/AdNetZero_Guide_Digital_2022.pdf\">https:\/\/adnetzero.com\/wp-content\/uploads\/2022\/11\/AdNetZero_Guide_Digital_2022.pdf<\/a><\/li>\n\n\n\n<li>Report: \u201cGlobal Alliance for Responsible Media\u201d [report can be downloaded at no cost here], World Federation of Advertising, <a href=\"https:\/\/wfanet.org\/leadership\/garm\/about-garm\">https:\/\/wfanet.org\/leadership\/garm\/about-garm<\/a><\/li>\n\n\n\n<li>Report: \u201cGARM Sustainability: Action Guide to Reduce Media Greenhouse Gas Emissions,\u201d June 2023. <a href=\"https:\/\/wfa_garm+guide+to+sustainable+media.pdf\">https:\/\/wfa_garm+guide+to+sustainable+media.pdf<\/a><\/li>\n\n\n\n<li>Report: \u201cThe Rise of Sustainable Media,\u201d Dentsu and Microsoft, [report can be downloaded at no cost here]. <a href=\"https:\/\/www.dentsu.com\/nl\/en\/reports\/rise_of_sustainable_media_report\">https:\/\/www.dentsu.com\/nl\/en\/reports\/rise_of_sustainable_media_report<\/a><\/li>\n\n\n\n<li>Video resource (02:08): \u201cHow can marketing be part of the solution to a sustainable future? Introduction to WFA and Kantar\u2019s Sustainable Marketing 2030 Initiative.\u201d <em>You Tube <\/em><a href=\"https:\/\/www.youtube.com\/watch?v=OJ5O-jdiEqQ\">https:\/\/www.youtube.com\/watch?v=OJ5O-jdiEqQ<\/a>.<\/li>\n\n\n\n<li><em>AdWeek <\/em>special section: \u201cAdweek State of Sustainability,\u201d <a href=\"https:\/\/www.adweek.com\/brand-marketing\/state-of-sustainability-2023\/\">https:\/\/www.adweek.com\/brand-marketing\/state-of-sustainability-2023\/<\/a><\/li>\n\n\n\n<li>Video resource: \u201cHow to Make radical climate action the new normal,\u201d Al Gore <em>TED Talk, <\/em>October 2021, <a href=\"https:\/\/www.ted.com\/talks\/al_gore_how_to_make_radical_climate_action_the_new_normal?language=en\">https:\/\/www.ted.com\/talks\/al_gore_how_to_make_radical_climate_action_the_new_normal?language=en<\/a><\/li>\n\n\n\n<li>Video resource: \u201cWhat the fossil fuel industry doesn\u2019t want you to know.\u201d Al Gore <em>TED talk<\/em>, July 2023. <a href=\"https:\/\/www.ted.com\/talks\/al_gore_what_the_fossil_fuel_industry_doesn_t_want_you_to_know\/transcript?language=en\">https:\/\/www.ted.com\/talks\/al_gore_what_the_fossil_fuel_industry_doesn_t_want_you_to_know\/transcript?language=en<\/a><\/li>\n\n\n\n<li>Article resource: \u201cMost Media Agencies Won\u2019t Admit They\u2019re Pitching Shell,\u201d <em>AdWeek<\/em>, June 6,2003.<\/li>\n\n\n\n<li>Article resource: \u201cDigital Advertising\u2019s Contribution to Scope 3 Emissions\u201d <em>Media Math, <\/em>February 2023<em>, <\/em><a href=\"https:\/\/www.mediamath.com\/blog\/digital-advertisings-contribution-to-scope-3-emissions\/\">https:\/\/www.mediamath.com\/blog\/digital-advertisings-contribution-to-scope-3-emissions\/<\/a><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Additional resources on Greenwashing<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Website resource: \u201cThe History of Greenwashing and Its Modern Evolution,\u201d <em>The Climate Club.<\/em> <a href=\"https:\/\/www.theclimateclub.co\/sustainabilityblog\/the-history-of-greenwashing-and-its-modern-evolution\">https:\/\/www.theclimateclub.co\/sustainabilityblog\/the-history-of-greenwashing-and-its-modern-evolution<\/a><\/li>\n\n\n\n<li>Website resources: \u201cGreenwashing Information Center,\u201d Institute for Advertising Ethics. <a href=\"https:\/\/www.iaethics.org\/greenwashing?ss_source=sscampaigns&amp;ss_campaign_id=63d92fd9e97b1c05b3f8d925&amp;ss_email_id=63d970102395206628fdb8a7&amp;ss_campaign_name=Looking+Forward+to+2023&amp;ss_campaign_sent_date=2023-01-31T19%3A46%3A42Z\">https:\/\/www.iaethics.org\/greenwashing?ss_source=sscampaigns&amp;ss_campaign_id=63d92fd9e97b1c05b3f8d925&amp;ss_email_id=63d970102395206628fdb8a7&amp;ss_campaign_name=Looking+Forward+to+2023&amp;ss_campaign_sent_date=2023-01-31T19%3A46%3A42Z<\/a><\/li>\n\n\n\n<li>included here:\n<ul class=\"wp-block-list\">\n<li>Webinar (56:37) \u201cThe IAE Inaugural Greenwashing Symposium\u201d October 19, 2023<\/li>\n\n\n\n<li>Webinar (1:04) \u201cPreventing Greenwashing Tools and Frameworks,\u201d December 8, 2023<\/li>\n\n\n\n<li>This webinar includes a work-in-progress tool for assessment of the many greenwashing strategies employed today.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 26<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This case suggests new technologies and technological capabilities (some call these \u201cdisruptive technologies\u201d) introduce novel ethical challenges and may require new norms.&nbsp; Invites reflection on how codes of ethics might facilitate ethical decision-making in these situations.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>What is the relationship between ethics and legality?<\/li>\n\n\n\n<li>Codes of ethics simultaneously serve institutional and symbolic functions. How might the need to balance these functions factor into ethical decision-making?<\/li>\n\n\n\n<li>How are codes of ethics similar to\/dissimilar from codes of conduct? in content? in purpose?<\/li>\n\n\n\n<li>How can a clear, concise, up-to-date code of ethics offer guidance in this situation?<\/li>\n\n\n\n<li>Disney seems to have been working with a solitary focus on the possible economic consequences of a misstep in the company\u2019s decision making. How might Disney have viewed the conflict if the focus of their concern instead had been motivated by care and respect for the audience?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Article resource: \u201cShe was denied entry to a Rockettes show\u2014then the facial recognition debate ignited\u201d <em>NPR\u00b8 <\/em>January 21, 2023. <a href=\"https:\/\/www.npr.org\/2023\/01\/21\/1150289272\/facial-recognition-technology-madison-square-garden-law-new-york\">https:\/\/www.npr.org\/2023\/01\/21\/1150289272\/facial-recognition-technology-madison-square-garden-law-new-york<\/a><\/li>\n\n\n\n<li>Article resource: \u201cControversy illuminates rise of facial recognition in private sector,\u201d ABC News, January 7, 2023. <a href=\"https:\/\/abcnews.go.com\/Business\/controversy-illuminates-rise-facial-recognition-private-sector\/story?id=96116545\">https:\/\/abcnews.go.com\/Business\/controversy-illuminates-rise-facial-recognition-private-sector\/story?id=96116545<\/a><\/li>\n\n\n\n<li>Article resource: \u201cHow face recognition role ins the US got stuck in political gridlock,\u201d <em>MIT Technology Review,<\/em> July 24 2023. <a href=\"https:\/\/www.technologyreview.com\/2023\/07\/24\/1076668\/how-face-recognition-rules-in-the-us-got-stuck-in-political-gridlock\/\">https:\/\/www.technologyreview.com\/2023\/07\/24\/1076668\/how-face-recognition-rules-in-the-us-got-stuck-in-political-gridlock\/<\/a><\/li>\n\n\n\n<li>Video resource:\u201dLead with Your Soul, with Wally Snyder,\u201d American Advertising Federation, <a href=\"https:\/\/vimeo.com\/412471186\">https:\/\/vimeo.com\/412471186<\/a><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Examples of Communication Industry Codes of Ethics<\/strong><\/p>\n\n\n\n<ol start=\"5\" class=\"wp-block-list\">\n<li>American Association of Advertising Agencies (4As) \u201cStandards of Practice\u201d [most recently revised 2016]. <a href=\"https:\/\/www.aaaa.org\/4as-standards-practice\/\">https:\/\/www.aaaa.org\/4as-standards-practice\/<\/a><\/li>\n\n\n\n<li>American Advertising Federation (AAF) \u201cCode of Conduct\u201d [most recently revised 2021], <a href=\"https:\/\/www.aaf.org\/common\/Uploaded%20files\/Club%20Resources\/Leadership%20Resources\/AAF-Club-President-CodeOfConduct.pdf\">https:\/\/www.aaf.org\/common\/Uploaded%20files\/Club%20Resources\/Leadership%20Resources\/AAF-Club-President-CodeOfConduct.pdf<\/a><\/li>\n\n\n\n<li>Institute for Advertising Ethics (IAE) \u201cPrinciples and Practices,\u201d <a href=\"https:\/\/www.iaethics.org\/principles-and-practices\">https:\/\/www.iaethics.org\/principles-and-practices<\/a>\n<ul class=\"wp-block-list\">\n<li>many ethics-related topics are included on this site<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>World Federation of Advertisers (WFA) \u201cCMO Guide to Data Ethics in Practice,\u201d <a href=\"https:\/\/wfanet.org\/leadership\/data-ethics\">https:\/\/wfanet.org\/leadership\/data-ethics<\/a> [can be downloaded here at no cost]<\/li>\n\n\n\n<li>Interactive Advertising Bureau (IAB) \u201cCode of Conduct,\u201d <a href=\"https:\/\/www.iab.com\/wp-content\/uploads\/2015\/06\/IAB_Code_of_Conduct_10282-21.pdf\">https:\/\/www.iab.com\/wp-content\/uploads\/2015\/06\/IAB_Code_of_Conduct_10282-21.pdf<\/a><\/li>\n\n\n\n<li>Society of Professional Journalists (SPJ) \u201cCode of Ethics,\u201d <a href=\"https:\/\/www.spj.org\/pdf\/ethicscode.pdf\">https:\/\/www.spj.org\/pdf\/ethicscode.pdf<\/a><\/li>\n\n\n\n<li>Press release: \u201cSPJ updates Code of Ethics,\u201d September 6, 2014. <a href=\"https:\/\/www.spj.org\/news.asp?ref=1282\">https:\/\/www.spj.org\/news.asp?ref=1282<\/a><\/li>\n\n\n\n<li>Public Relations Society of America (PRSA) \u201cCode of Ethics,\u201d <a href=\"https:\/\/www.prsa.org\/about\/ethics\/prsa-code-of-ethics\">https:\/\/www.prsa.org\/about\/ethics\/prsa-code-of-ethics<\/a><\/li>\n\n\n\n<li>American Marketing Association (AMA) \u201cCode of Conduct\u201d (includes statement of ethics), <a href=\"https:\/\/www.ama.org\/ama-code-of-conduct\/\">https:\/\/www.ama.org\/ama-code-of-conduct\/<\/a><\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 27<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This case provides an opportunity consider a number of ethical issues related to advertising images: portrayals of women and girls; advertising\u2019s reliance on stereotypes; perpetuation of denigrating stereotypes [these are discussed more fully in questions and on-line resources in Chapter 7].<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>The inclusion of this case in the \u201cprofessional culture\u201d chapter focuses on individuals\u2019 personal moral grounding in a professional setting and the responsibilities of advertising professionals in the workplace.<\/li>\n\n\n\n<li>Jeff personally views the proposed creative execution as \u201csexist, hypersexualized, retrograde, and perhaps even pornographic,\u201d yet his challenges in the meeting appear to be half-hearted at best. What does this suggest about the interaction of personal ethics in an organizational and professional setting?<\/li>\n\n\n\n<li>Some might view the disagreement\/discomfort with the creative execution in this case as merely a matter of taste rather than an ethical question. Do you agree? Why or why not?<\/li>\n\n\n\n<li>The idea that \u201csex sells\u201d is almost a truism in the industry. In this case, it has worked for the client in the past. Have agency personnel defined \u201cserving clients well\u201d and working \u201cin the client\u2019s best interest\u201d too narrowly? Is the agency shirking its professional responsibility?<\/li>\n\n\n\n<li>Have agency personnel in this case neglected advertising\u2019s responsibility to \u201ccontribute to social welfare and conduct its work in a manner consistent with broader social values.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Article resource: \u201cHow Advertising Practitioners view Ethics: Moral Muteness, Moral Myopia, and Moral Imagination,\u201d <em>Journal of Advertising, <\/em>33 (2), 2004. <a href=\"https:\/\/www.jstor.org\/stable\/4189254\">https:\/\/www.jstor.org\/stable\/4189254<\/a><\/li>\n\n\n\n<li>Article resource: \u201cThe Current State of Advertising Ethics: Industry and Academic Perspectives,\u201d <em>Journal of Advertising, <\/em>38(1), 2009. <a href=\"https:\/\/doi.org\/10.2753\/JOA0091-3367380106\">https:\/\/doi.org\/10.2753\/JOA0091-3367380106<\/a><\/li>\n\n\n\n<li>Article resource: \u201cSeven Ways to Improve Your Ethical Decision Making,\u201d <em>Harvard Business School Online, <\/em>August 2023, <a href=\"https:\/\/online.hbs.edu\/blog\/post\/ethical-decision-making-process\">https:\/\/online.hbs.edu\/blog\/post\/ethical-decision-making-process<\/a><\/li>\n\n\n\n<li>Article resource + framework: \u201cThe TARES test: Five Principles for Ethical Persuasion,\u201d <em>Journal of Mass Media Ethics<\/em>, 16 (2) 2001. DOI:<a href=\"http:\/\/dx.doi.org\/10.1080\/08900523.2001.9679610\" target=\"_blank\" rel=\"noreferrer noopener\">10.1080\/08900523.2001.9679610<\/a> (see too website discussion in Chapter 7)<\/li>\n\n\n\n<li>Article resource (ethnographic): \u201cEncoding Advertisements: Ideology and Meaning in Advertising Production,\u201d Mass Communication and Society, 3(4), Fall 2000. DOI: 10.1207\/S15327825MCS0304_05<\/li>\n\n\n\n<li>Article resource (ethnographic): \u201cSelling Truth: How Nike\u2019s Advertising to Women Claimed a Contested Reality,\u201d <em>Advertising and Society Review, <\/em>7(2) 2006. <a href=\"https:\/\/muse-jhu-edu.us1.proxy.openathens.net\/pub\/21\/article\/202976\">https:\/\/muse-jhu-edu.us1.proxy.openathens.net\/pub\/21\/article\/202976<\/a><\/li>\n<\/ol>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The advertising industry\u2019s search for recognition as a profession and its desire to maintain credibility with its clients to connect with their audiences has led to a focus on providing a basis for rational decision-making and maintaining authority in their relationships with clients. These are grounded in issues of advertisers\u2019 own professional stature and credibility. 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