ethics phil paper - Alejandro Alemann 4/18/10 Professor...

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Alejandro Alemann 4/18/10 Professor Steen The Conclusive Case Against Manipulative Advertising Michael J . Phillips presents an intriguing argument against manipulative advertising . However, he fails to reach a conclusive argument against manipulative advertising because he admits that his arguments are not strong enough to make a decisive case . He uses three philosophical thoughts to argue against manipulative advertising, Utilitarianism, Kantianism and Virtue Ethics . However I believe there is enough evidence in Virtue Ethics to successfully conclude that manipulative advertising is ethically unsound . Before we present my arguments, we must look at the arguments that Michael J . Phillips make against manipulative advertising . He has two main cases against manipulative advertising . 1) The main mean to accomplish selling of the good, is to associate the product with such non-market goods as sex, wealth and power . 2) Manipulative advertising offers a constant stream of half-truths and deceptions . Manipulative advertisement sells power, sex and wealth along with the product . In beer commercials the advertisers make you believe that if you buy the product you will have a great time in an awesome party with hot girls . Cigarette advertisements sell the
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cool factor with the purchase of cigarettes . For years Marlboro have used cowboys in their advertisements with their hat low and a thin line of smoke wafting to the blue sky . Another tactic of manipulative advertising is to use fear . Home security systems use very dramatic scenes of a break in to convey the security of their product . All of these examples take advantage of the consumers’ insecurities . As well, after the consumer buys the product, they are not satisfied because the product is glorified in the advertisement and does not actually equal the real pleasure the consumer will get out of the product . Often commercials use deception and half-truths to sell their product . In the Consumers Digest, the last page of each edition is dedicated to catching advertisements with half-truths . One recent advertisement that used deception was Tropicana Orange Juice . On their orange juice carton it claims that the juice was new and improved because it had half the calories but the same taste . It turns out that Tropicana only diluted the juice with water to lower the calories . These half-truths are deceiving the consumer. Tropicana
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This note was uploaded on 04/18/2011 for the course PHILOSOPHY 205 taught by Professor Packman during the Spring '08 term at Saint Louis.

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ethics phil paper - Alejandro Alemann 4/18/10 Professor...

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