ADPR3100 Issues Ch 18 - ADPR 3100 Issues Book Chapter 18:...

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ADPR 3100 Issues Book Chapter 18: Beyond Obligation Professionally use mass media= shapers of society Responsibility to serve interests of client and culture Implications of images and messages Solutions to respect consumers and promote positive social values 1. Ads and Ethics a. Tom Bivins: key to acting ethically is to first care about doing so b. Carol Gilligan- “ethic of care” c. No one is expecting more i. 2006 Gallup Poll: 11% rate ethical standards as high d. Obligated only to client and bottom line 2. Industry is its own worst enemy a. Blockbuster “Life After Late Fees” based on lie b. Calvin Klein jeans “Child pornography” c. 2007 Superbowl (GLAAD sued for anti-gay bulling/demeaning portrayals) 3. Moral Myopia a. Too shortsighted to appreciate whether or not their work has a negative effect on society b. Focus: satisfy client distracted c. Conflict of career demands and conscience d. Bob Garfield: “Shockvertising” generates outrage and thus buzz 4. Beyond Obligation Mindset for Change
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ADPR3100 Issues Ch 18 - ADPR 3100 Issues Book Chapter 18:...

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