Poetry Analysis of “Introduction to Poetry”

Verse investigation of ‘Introduction to Poetry’ The Poem â€Å"Introduction to Poetry† is by Billy Collins, an English artist, and it is about how instructors frequently power understudies to over-dissect verse and to attempt decode each conceivable significance depicted all through the sonnet instead of permitting the understudies to shape their own understanding of the sonnet dependent on their own encounters. All through the sonnet, various abstract gadgets are utilized. For instance: â€Å"or press an ear against its hive†.Using this analogy, Billy Collins is contrasting the body of a sonnet with the hive of a honey bee. The hive of a honey bee seems, by all accounts, to be something perilous and obscure, much the same as another sonnet, at no other time seen, with which one is new. Utilizing this allegory, Billy Collins is proposing that one ought to get a vitality of the sonnet by perusing it similarly as one would get a feeling of vitality by squeezi ng one’s ear to a hive of a honey bee. The idea of a honey bee is especially occupied and honey bees are animals that appear to be continually on the go.In thusly, Billy Collins is proposing that while the peruser is processing the sonnet, the individual in question ought to continually be ‘feeling’ the sonnet and be hectically examining it. By contrasting the sonnet with a hive, he is likewise saying that, similar to a hive, a sonnet is brimming with extreme life. The qualities shared by both the two allegorical pictures are fundamentally the same as, in this way, it is a successful correlation. The sonnet is successfully exemplified indeed through the lines: â€Å"or stroll inside a poem’s room†.Here, Billy Collins recommends that the poem’s room, in other word, its body or what the sonnet contains, similar to a room of an individual, characterizes the sonnet. One can get familiar with a ton about another by review their room. Like a room a s well, which is private and ought not be attacked, one ought not attack a sonnet as in one ought not dissect it too vigorously. Another powerful allegory, â€Å"I need them to water-ski over the outside of the poem† is utilized in this poem.Billy Collins is contrasting water-skiing over the outside of the water to the manner by which he accepts sonnets ought to be perused which is tenderly and just on a superficial level. This is a successful analogy as water-skiing realizes an incredible feeling of euphoria and is fun, similarly as perusing a sonnet †in Billy Collins’ conclusion †ought to be. The utilization of onomatopoeic gadgets and onomatopoeic words are copious in this sonnet. For example, â€Å"I state drop a mouse into a poem† is a line whereby the word â€Å"drop†, an extremely onomatopoeic word, viably proposes that the peruser of a sonnet should tenderly break down a poem.This is depicted through the delicate ‘p’ sound o f the word and this is accordingly compelling as the peruser gets a feeling of the tenderness Billy Collins wishes his perusers had with regards to investigating verse. The way that enjambment is utilized all through the sonnet, for example, in the lines, â€Å"like a shading slide or press an ear against its hive† depicts an absence of structure and along these lines stresses the underlying pleasure one feels when perusing a sonnet before the errand of examining it begins.This is likewise accentuated through the way that the sonnet is a free stanza sonnet. The sonnet unexpectedly turns out to be a lot darker in the last verse and a Billy Collins clarifies how educators, understudies or general perusers of verse ‘torture’ a sonnet by being what he accepts is pitilessly diagnostic. He says, â€Å"all they need to do is attach the sonnet to a seat with rope and torment an admission out of it†. Here, the sonnet is being exemplified once more and this achieves a practically human association between the peruser and the poem.This utilization of representation is compelling as it causes the peruser to feel to some degree liable for over-breaking down a sonnet. This line is likewise a similitude. The manner by which one breaks down a sonnet is being contrasted with a casualty being secured to a seat and having an admission tormented out of them. This analogy is successful as, similar to a rope nailing down an individual would be prohibitive, over-dissecting a sonnet limits the concentration and contracts it from just permitting it to be. They start beating it with a hose to discover what it truly means†. This is a continuation of the representation and is profoundly viable as it firmly depicts a feeling of savagery through the decision of ‘hose’ as an item with which to torment rather than a regular weapon. One can simply envision how difficult this would be and once more, powers the peruser to nearly sympathize with the sonnet. The sonnet sends a ground-breaking message to its perusers and is essentially clear in its message to not dig excessively profound into the message of a sonnet.

The Role of Afro-Cubans in the Formation of Cuba Essays -- History Cub

The Role of Afro-Cubans in the Formation of Cuba Presentation In the development of the Cuban country, the job of Afro-Cubans is evidently critical. The achievement and wealth acquired by Cuba as a Spanish state would have been incomprehensible without the misuse of African slave work. Indeed, even before liberation, there were key figures in the Cuban autonomy development, for example, Antonio Maceo, who were free men of Afro-Cuban beginning. After liberation in 1886, Afro-Cuban ex-slaves demonstrated their energy for their future in Cuba by chipping in huge numbers to battle in the Liberation Army. However in the triumph over the Spanish in 1898, Afro-Cubans were given little acknowledgment for their staggering help, and were skirted for places of power during the American occupation. The Americans for the most part designated white Cuban outcasts or Spanish warriors over Afro-Cubans, wrecking the expectations many had of at long last accepting their legitimate offer, in the expressions of antiquarian Aline Helg. Helg’s book Our Rightf ul Share: The Afro-Cuban Struggle for Equality, 1886-1912, examines these rehashed frustrations felt by Afro-Cubans. In 1902 Cubans were finally allowed to oversee themselves, and a constitution was drafted proclaiming all men equivalent, and conceding all inclusive male testimonial. However whites despite everything ruled the places of intensity in Cuba, and legitimized themselves by holding fast to a legend that racial fairness had been built up (Helg, 70). Disappointed with their parcel, Afro-Cubans again took part in enormous numbers in an upheaval, this time under the liberal Jose Miguel Gomez, who guaranteed them improved portrayal in government positions. Following the mistake encompassing the 1908 races, Afro-Cubans started to d... ...top giving up everything to benefit Cuba. They needed to adore themselves and perceive their own worth; at that point they needed to cherish their families, at that point, their race; and afterward, simply after this, their country (241). The legend, or perhaps perfect of racial fairness and solidarity had been overlooked. The disappointment of Afro-Cubans to accomplish fairness in Cuba was the consequence of a bigot cultural order ruled by a white privileged. The more Afro-Cubans pushed for changes, the more whites stood up to. In the long run, Afro-Cuban strategies turned out to be progressively radical, which prompted the rough reaction to the Partido Independiente de Color. The perfect of clique between the races, held by the Cuban progressive legends Maceo and Marti, couldn't endure. Assets Helg, Aline. Our Rightful Share: The Afro-Cuban Struggle for Equality, 1886-1912. UNC Press, Chapel Hill, 1995.

Outbox October 6th, 2017

Inbox/Outbox October 6th, 2017 I must be eating my Wheaties for breakfast lately or something, because I’ve been reading a crap ton. For me, anyway. My goal is still one day to read half as much as Liberty. My reading habits are always all over the place, usually with books ranging across fiction and nonfiction, as well as print and audio, all going at the same time. I like to have choices, I can’t help it. As I write this, I’m realizing that there is literally nothing much in common with any of these books. At all. Sorry if themes or patterns are your thing. This is not the list you are looking for. INBOX (BOOKS ACQUIRED) Sourdough by Robin Sloan I got this just the other day and have only just cracked the first couple pages of it. I can’t even tell yet if I like it, though I think I do. But it sounded like a quiet novel about a quiet woman and the blurb alone made me like her. There are days when I want nothing more than to just stay in my house and not interact with any other humans at all, so I was intrigued by the plot. The Long, Long Life of Trees by Fiona Stafford I’ve been super into nature writing lately and I’ve always liked trees anyway. This book takes 17 different kinds of trees and explores how they have influenced various aspects of culture, from literature to art to religion. I am not far into it yetâ€"in fact, I’ve only read the intro and the chapter on yew treesâ€"but I’m fascinated. Besides being the wood that the kickass English longbows are made out of, did you know that some yew trees in England are older than Stonehenge? How is that not so cool? The Wangs Vs. The World by Jade Chang I think I might be the only Rioter who hasn’t read this yet. I have it on Audible and am finally going to listen to it. I started it the other day and am intrigued by the experiences of this family so far. It’s a backlist book but I just got it and am super excited about it. OUTBOX (BOOKS FINISHED) Writing and Selling Short Stories and Personal Essays: The Essential Guide to Getting Your Work Published by Windy Lynn Harris I’ve been working on my own personal creative writing a lot lately. This book has been one of the most helpful books I’ve picked up in a long time on the craft of writing. While it does talk about the actual craft of writing a bit, I really loved the sections on finding the best market for your short stories and essays. This book is a super detailed and helpful guide to marketing your shorter pieces of writing, based on a class Harris designed and teaches to writers across the country. There are SO MANY excellent tips that I never would have thought of, and I’m not a total newcomer to short story publication myself. I’m so glad I got this book. Prickle Moon by Juliet Marillier Marillier is probably the one author whose work I universally love. I can’t even say that about my literary husband, Neil Gaiman. Somehow, I had completely missed this collection of short stories when it came out in 2013, so I made up for that oversight this week. I am delighted that Marillier’s gorgeous writing style extends to short stories just as well as it does to her novels. This was a lovely mixed bag of stories, ranging from fantasy (including a Sevenwaters story, fuck yeah!) to contemporary. Who Thought This Was a Good Idea? by Alyssa Mastromonaco I’m listening to this one on audio. I’m finallly in a place now where I can handle some political writing again, and this was a good book to ease my way back into reading political writing again. This is the memoir of President Obama’s Deputy Chief of Staff, her reflections on her years in the White House, and how she came to be one of the most powerful people you’ve probably never heard of. This reads like The West Wing as written by Shonda Rhimes, and I looked upon it and saw that it was good. A Secret History of Witches by Louisa Morgan I’ve been looking forward to this book for quite some time. I received a copy and have found it to be super interesting and enjoyable so far with vivid writing and rich detail. I mean, a multigenerational story about a family of witches. That is exactly what I want to read. I’m pretty sure I have some witch in my ancestry. Anyway, I think it’s absolutely true that there’s a little witch in all of us… IN THE QUEUE (WHAT I’M READING NEXT) Theft by Finding by David Sedaris. I don’t know that this one needs an explanation. Thanks, Obama: My Hopey, Changey White House Years by David Litt. Because I can take it now. Star Trek: Prey Hell’s Heart  by John Jackson Miller. Mmmm. Sweet, sweet brain candy.

Statement of Purpose to Study Biology and Chemistry

My passion in medicine started off as intense curiosity towards the work of human body. As I entered junior college, we explored on topics like how virus causes disease, how cancer developed and gene therapy which allow me to developed a more sophisticataed appreciation for sciences. Having gone through several complicated medical issues involving my family members, I came to appreciate how medical advancement can improve the quality of life. And I yearn to know more human antonomy, diseases and their combined interations at the gross and molecular level. Doctors have the capacity to drastically improve patients; lives. I wanted to be a physician who is well equipped with medical knowledge and training to help those in need as I find it an extremely meaningful profession. To make sure that my ideal matches with the reality, I job shadowed Dr Tan in klinik Malaya when I was in Malaysia. The experience was extremely enriching. I witnessed the various steps doctor undertaken to make accurate diagnosis. Dr tan skilfully switching between the different type of spoken laguages to establish effective communication with her patients and was mindful of avoiding scientific jargon to allow herself to be easily understood. The close interaction built and Her ability to assure, educate and empowers the patients to take control of their well being was admirable. It was heartening to observe Dr tan attend to each walk-in patients professionally, conduting the assessments carefully, allShow MoreRelatedHow to Write an Sop for Grad School1587 Words   |  7 PagesWINNING STATEMENT OF PURPOSE FOR A GRADUATE SCHOOL Compiled by Shoukat Iqbal Khattak Faculty Member Bahria University of Management Sciences-Karachi campus E-mail: shoukat.iqbal@bimcs.edu.pk Developed Created by Anthony O. Okobi using: STATEMENT OF PURPOSE Table of Content 1. Introduction: What, Why and How of Statement of Purpose. 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Hence I seek admission to theRead MoreSample Resume : School Of Science Health1613 Words   |  7 Pages Assignment Cover Sheet School of Science Health Student name: Thakshayani Kulasingam Student number: 17072423 Unit name and number: Advanced Medicinal Chemistry (300891) Tutorial group: Group Number: 11 Lecture day and time: Wed 9.00 am – 12.00 noon Lecturer/Tutor: Dr. Cheang Khoo Title of assignment: Protein Structure Assignment Length: 7 pages Date due: 29/03/2015 Date submitted: 29/03/15 Campus enrolment: Campbelltown Declaration: ïÆ' ¼ I hold a copy of thisRead MoreAnalysis Of The Article New Gene Resists Our Last Ditch Drug 998 Words   |  4 Pages Bethany Brookshire, the author of the article â€Å"New gene resists our last-ditch drug† found in the Society for Science the Public, invoked fear and urgency in teen readers fascinated with biology and health. 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Because of the lateRead MoreMy Journey Towards Studying Microbial Infections1226 Words   |  5 PagesStatement of Purpose Over the past sixteen years, my insatiable thirst for delving deep into Microbiology coupled with my profound aptitude for research has inspired me to pursue a Ph.D. My journey towards this aim began with the incident when I was ten and my brother, seven, and he had chicken pox. I had to stay away from him during the quarantine period and the curiosity led to a mini research project, which fuelled my interest in studying microbial infections. Since then this circuitous ride hasRead MoreFreshwater Is A Vital Necessity Of Life Essay1372 Words   |  6 Pagesof aquatic ecosystems which provide ecosystem services that utilized mostly by humans and other organisms. 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The Role of the Bolsheviks for the Decline and Fall of the...

Modern History Research Essay: The Russian Revolution (Task 1) Assess the role of the Bolsheviks for the decline and fall of the Romanov dynasty. The beginning of the 20th century brought radical changes to the social and political structure of autocratic Russia. It was a period of regression, reform, revolution and eradication. Eradication of a blood line that had remained in rule for over 300 years; the Romanov Dynasty. The central figure of this eradication was Tsar Nicholas II, often described as an incompetent leader, absent of the â€Å"commanding personality nor the strong character and prompt decision which are so essential to an autocratic ruler...† (Sir G. Buchman, British ambassador to Russia from 1910 in H. Seton-Watson, The†¦show more content†¦The 1905 revolution can be considered as the pinnacle event that accelerated the downward spiral of Tsar Nicholas’s rule and Russia’s adherence to their â€Å"little father†. From this point onwards Nicholas was referred to by the people as not their â€Å"little father† but â€Å"Nicholas the Bloody†. The present ruler ha s lost absolutely the affection of the Russian people, and whatever the future may have in store for the dynasty, the present tsar will never again be safe in the midst of his people. (The American consul in Odessa). This revolution was an uprising of people from all levels of society and was not an uprising organised by any group in particular. The Bolsheviks played a minimal role in the 1905 revolution as most of their leaders were living in exile and their impact and influence on the workers in that year was weak as well as having no Duma faction. This demonstrates that the Bolsheviks had a minor role in the pinnacle events that led to the downfall of the Romanov dynasty but rather gained support after Nicholas’ abdication. The years following the 1905 revolution seemed to show a lull amongst the people but unrest soon returned to the cities. In the months leading up to WWI, St. Petersburg was paralysed by strikes, with workers and police officers fighting hand-to-hand battles on the street.Show MoreRelatedRise and Fall of the Romanov Dynasty2238 Words   |  9 PagesThe Romanov Dynasty held the Russian Empire as one of the most powerful European states for over three centuries. In 1917, during Nicholas II’s contradictory reign, a revolution began that transformed the empire into the first ever communist nation, replacing the infamous autocratic rule and introducing the Union of Soviet Socialist Republics. The Russian people were ruled by an autocratic government since 1613 when the Romanov Dynasty began. The government was run by the Tsar who had unlimited powerRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagestheir situation within the domestic sphere and the conditions under which they labored to expand the career opportunities available to them at different times and in diverse settings. She places special emphasis on the important but often overlooked roles they played in politics, particularly those associated with resistance movements, and their contributions to arts and letters worldwide. Drawing on the essay collections and series on women in world history that she has edited over the past decade

Advertising Ethics a Contextual Response Based on Classical Ethical Theory Free Essays

string(209) " aside from greater semitivities to the environment and greater emphasis on a number of socially responsible actions, businesses, for the most part, still face ethical issues that were prevalent in the 1960s\." Advertising Ethics: A Contextual Response Based on Classical Ethical Theory Cornelius B. Pratt E. LincolnJames ABSTRACT. We will write a custom essay sample on Advertising Ethics: a Contextual Response Based on Classical Ethical Theory or any similar topic only for you Order Now F. P. Bishop argues that the ethical standard for advertising practitioners nmst be utilitarian. Indeed, the utilitarian theory of ethics in decision-making has traditionally been the preference of U. S. advertisingpractitioners. This article, therefore, argues that the U. S. advertising industry’s de-emphasisof ;ontological ethics is a reason for its continuing struggle with unfavorable public perceptions of its ethics – and credibility. The perceptions of four scenarios on advertisingethics and the analyses of the openended responses of 174 members of the American Advertising Federation to those scenarios suggest that advertising practitioners need a stricter adherence to deontological ethics than is indicated in this study. Advertising, a traditionally high-profile management function since World War II, perpetuates a paradox. On the one hand, it is commonly touted by business and the academy as a major economic, social and competitive force in post-world war economies. On the other hand, it is, invariably, a bull’s-eye for public wrath. Cowton (1992), Crisp (1987), and Litttechild (1982), for example, present evidence on consumer suspicion and antipathy toward and investor concerns about advertising Cornelius B. Pratt is Associate Professor in the Department of Advertising, at Michigan State University. His research has been published in suchjournals as the Journal of Media Planning, Journal of Business Ethics, Public Relations Review, Public RelationsJournal, Public Relations Quarterly, and Journalism Quarterly. E. LincolnJames is Associate Professorand Assistant Chairperson in tke Department of Advertising at Michigan State University. His work has appeared in several scholarlyjournals, including the International Journal of Advertising,Journal of Advertising, Journal of Direct Marketing, Journal of Media Planning, and Weberforschung und Praxis. ethics. Such antipathy and concerns have a considerable history, having begun earlier in this century (Rogers, 1990). Since a national meeting of the Advertising Federation of America in March 1942, during which it created a 39-point code of ethics for advertising during World War II (The New York Times, 1942), U. S. ublics and regulatory agencies and businesses worldwide have had a consuming interest in ethics. In his widely acclaimed book, The Ethics of Advertising, Bishop (t949) argues that the ethicai standards of advertising should â€Å"meet the practical requirements of society at a given stage of development† (p. 88). Thus he suggests utilitarian, relativistic, not rigid, standards of ethics for the ad industry. In Nevett’s (1985) rebuttal to Bishop’s (1949) argument, he concluded: â€Å"The ethical case for advertising stands in need of rigorous re-examination† (p. 04). The industry is not oblivious to such a need; existing programs are being revamped and others are being developed to respond to ethical issues. Indeed, selfregulation for socially responsible conduct has become an attractive option of industry associations as advertising practitioners report that their activities conform to the principles of business conduct, adopted March 2, 1984, by the Board of Directors of the American Advertising Federation (,~a~F)(Chonko et al. , 1987). This article re-examines advertising ethics and argues that the perfunctory adherence of the advertising industry to deontotogical ethics results in a public perception of the industry as more susceptible, on the average, to ethical dilemmas than are most other management functions. So pervasive is this perception that Bergerson (1991-1992), chairman of the Self-Regulation Committee of the AAF, criticized industry efforts that were largely directed at treating the symptoms of the problem rather than Journal of Business Ethics 13: 455–468, 1994.  © 1994 KluwerAcademic Publishers. Printed in the Netherlands. 456 C. B. Pratt and E. L. James Greyser and Reece’s (1971) update of the 1962 HBR study (Greyser, 1962) indicated that while business leaders had a continuing strong respect for the economic role of advertising, advertising standards had slipped in some areas from standards reported in 1962; and, advertising content, particularly its perceived truthfulness, drew major criticisms. More recent research underscores a rising tide of questionable practices and ethical problems among advertising practitioners (Carson et al. 1985; Hunt and Chonko, 1987; Nevett, 1985; Ossip, 1985; Rotzoll and Christians, 1980; Haefner, 1991). Consequently, Bergerson (1991–1992), for example, observes cynicism and indifference among the public toward advertising: â€Å"If the legislators, regulators and the public perceived advertisers to be more committed to legal and high ethical standards, their level of trust wilt rise and their level of unwelcome attention will fall† (p. 22). the problem itself. â€Å"Everyone in the industry should be interested in being a part of the solution,† Bergerson (1991-1992) wrote. The solution is to restore and maintain advertising’s credibility† (p. 22). Purposes of study The purposes of this study are twofold. First, it examines AAF members’ perceptions of four scenarios on advertising ethics, and analyzes their reasons for perceiving such scenarios as they did. Because members of the AAF — the largest association of advertising practitioners in the United States – operate in the trenches of the U. S. advertising industry, their perce ptions could be typical of those in the industry. Based on their comments, the present study argues that deontological ethics be applied more readily to decision-making than is currently the case. Second, this study links practitioners’ perceptions to ethical theories. Such a linkage is important because â€Å"(ethical) theories are like windows onto the world of moral reasoning. They are meant to provide vantage points from which important ethical decisions can be considered† (Lambeth, 1986, p. 25). The results of this study are, therefore, presented within the specific framework of classical theory: deontology. Theoretical framework: The classical ethical theory ofdeontology Advertising practitioners continually explore ethical systems that will guide their decision-making processes. Lambeth (1986) observes that such a â€Å"system of ethics cannot ignore the classical approaches of deontology and teleology, or the variants of them† (p. 28), and identifies the characteristics of such a system: A system of ethics must be flexible,but not so flexibleas to be a mere rationalization for the personal preferences of those who invoke it. In short, a systemmust have bite and give direction. Its precepts should offer continuity and stability, though not necessarilyinvariant outcomes. Rationale for study The growing literature on the morality of business practices indicates that, aside from greater semitivities to the environment and greater emphasis on a number of socially responsible actions, businesses, for the most part, still face ethical issues that were prevalent in the 1960s. You read "Advertising Ethics: a Contextual Response Based on Classical Ethical Theory" in category "Papers" The advertising profession, as business, is no less immune to the unsavory public perceptions of business ethics in general. Almost 30 years ago, while a Harvard Business Review (HBR ) survey of business leaders indicated great respect for and an improvement in the standards of advertising during 10 previous years, there was a greater tendency on the part of the leaders to think that a code of ethical pracnces was more desirable for advertising than it was for their own industries (Greyser, 1962). (p. 28) Kantian ethics, a time-honored classical ethical theory, provides the framework for discussing the implications of self-reported ethics for the advertising industry. Deontology is a duty-based, nonconsequentialist theory of ethics that asserts that certain, human actions are inherently† right or wrong. (Eighteenth-century German philosopher Immanuel Kant (1724–1804) provided much of the moral reasoning for pure deontology. ) The emphasis is on the doer’s actions. For example, it is always wrong to steal, lie or break a promise; it is one’s moral duty to Advertising and ClassicalEtflical Theory tell the truth and to keep one’s promises – regardless of the consequences. Universalizing an action is one criterion offered by Kant for determining the ethics of a decision or action. Does the decision, action, or advertising message treat people as ends or as means toward an end? Kantian ethics requires that the doer respect the rights, status and dignity of the people with whom she or he interacts. Deontology has a unique appeal to and major implications for the ethics of advertising practitioners. Consequently, the continuing search for clear-cut do’s and don’ts is a major focus of a number of advertising departments, agencies, and associations. One worldwide approach to such a search is the adoption of an ethics code whose imperatives, with a deontological bent, require, for example, that â€Å"we will not knowingly create advertisement that contains false or misleading statement or exaggerations, visual or verbal† (American Association, 1990). Such self-regulation by codes of ethics is, therefore, one far-reaching measure the advertising industry has taken to address the everyday ethical questions that it confronts. Such a strategy contradicts Ekehind and Saurman’s (1988) argument that such codes may not improve the professionalism of the practice. The rationale for such codes, argue advertising practitioners, is that the industry can distinguish right fi’om wrong. Beyond that, such self-regulation has the advantage of addressing headon some of the unfavorable public perceptions of advertising. The eight-item Advertising Principles of American Business, adopted March 2, 1984, by the American Advertising Federation Board of Directors, is replete with non-conditional, unequivocal â€Å"shalls† and â€Å"shall nots,† again, indicative of deontological requirements or proscriptions. Similarly, the Standards of Practice of the American Association of Advertising Agencies uses â€Å"musts† and â€Å"will nots† to disapprove unethical conduct among practitioners. These principles and standards satisfy both the principle of unity† and Kant’s categorical imperative and reject the notion of situational ethics (Briggs and Bernal, 1992). Thus, theoretically, the advertising practice embraces non-conditional ethical requirements. A number of professional associations that seek self-regulation of advertising in the United States have adopted a number of codes of conduct to 57 which practitioners are expected to adhere, emphasizing, in essence, the importance of deontological ethics. Research questions This study poses three research questions: a What are AAF members’ overall perceptions of advertising ethics as oudined in four scenarios on ethics? [] Do such perceptions vary significantly by the type of ethical issue confronted? a What ar e the implications of the classical theory† of deontology for the self-reported ethics of the sample practitioners? Method Questionnaire development A three-part questionnaire that had six statements on each of four potentially troublesome scenarios on moral issues was designed and pretested for clarity† and face validity on 20 respondents randomty selected from the relevant population. Responses to six statements on eachscenario were anchored on a four-point scale: 1 for â€Å"definitely yes,† 4 for â€Å"definitely no. † Respondents were requested 😠® comment briefly on their responses to the scenarios. The scenarios were developed by reviewing the standards of practice developed by three advertising associations: the 55,000-member AAF, the largest association of advertising professionals whose code of ethics was established in 1965; the American Association of Advertising Agencies, whose code was first adopted in 1924; and the National Advertising Division/ National Advertising Review Board, whose ethics code was created in 1971. The reviews identified issues of greatest ethical concern to the advertising industry. Additionally, the research literature on ethics in marketing and advertising was also examined for insights on formulating the scenarios. Hunt and Chonko (1987), for example, in extending an earlier study by Rotzoll and Christians (1980), identified six 458 C. B. Pratt and E. L. James Data collection major ethical problems from the responses of 269 advertising executives to an open-ended question: â€Å"Would you please briefly describe the aspect of advertising that poses the most difficult ethical or moral problem confronting you in your daily work? † (p. 19). Also, Wood et al. (1988) used 16 vignettes to examine the ethics of business students and business professionals. Similarly, Bellizzi and Hite (1989), DeConinck and Good (1989), Dubinsky et al. (1991), Fraedrich and Ferrell (1992), and Mason et al. (1990) used scenarios, vignettes and statements to assess respondents’ perceptions of ethics. Such hypothetical, ethics-related scenarios provide insights into business ethics, and have been found useful in replicating real-world situations for the purpose of evaluating moral conduct (DeConinck and Good, 1989; Dubinsky et al. 1991; Madden, 1989; Hegarty and Sims, 1979). A single-wave mail survey was used to collect data from the practitioner sample from the fall of 1991 through the winter of 1992. To encourage candid practitioner responses and to obtain an optimal response rate, a hand-typed, individually addressed covering letter, in which respondent’s anonymity was assured, accompanied each questionnaire. A business-reply e nvelope was in each piece of mail. Respondents were requested not to write any identifying information on the questionnaire. Results Pr@’le on respondents Sampling A systematic random sampling procedure was used to select names of AAF clubs and federations from the 1991 roster of the AAF. Following the receipt of notification that club participation in the survey had been approved, we mailed 2,010 copies of the questionnaire to executive directors or secretaries of clubs. Copies were distributed during general meetings of the clubs. Four hundred eighty-one of the 2,010 copies were returned in a single-wave mailing, yielding a 23. 9% response rate. Only 460 (22. 9%)were usable. This low response rate is consistent with those of similar studies (Akaah, 1990; Chonko et aI. 1987; Fritzsche and Becket, 1984; Greyser and Reece, 1971; Hunt et al. , 1984; Myers et al. , 1980; Randall and Gibson, 1990), which reported response rates between 17% and 31%. One hundred seventy-four respondents provided reasons for their responses to all four scenarios, for an item-response rate of 37. 8%. Because one purpose of this study is to analyze respondents’ r easons for their philosophical perceptions, the analyses of responses focus on those respondents who provided such comments. Table I presents a seven-item profile on the 174 respondents. The gender split was almost equal. About 4% of the respondents were 25 years or younger, 29% were between 26 and 34 years old and 34% between 35 and 43 years old. Eight percent and 5. 7% were in the 53-years-to-61-years and the 62years-or-older categories, respectively. Respondents represented each of 25 states in the United States. However, four states – California, Colorado, Illinois, Michigan – each had 10 or more open-ended responses. California, with 44 returns, had the most responses. More than one-half of the respondents had between one and 10 years of full-6me advertising experience, 26% between 11 and 20 years’ experience, and 11% between 21 and 30 years’ experience. About 1%had more than 40 years’ experience. With regard to respondents’ institutional affiliations, about 44% worked in an advertising agency or department, 17% in companies or corporations, 3. 4% in nonprofit organizations, and 32% in other organizations. About 35% of the respondents indicated that they were in top-management positions, for example, as owners, presidents, executive vice presidents, vice presidents, and directors. Twenty-six percent were categorized in upper-middle management positions: division heads, supervisors, managers. About 40% were categorized in lower-middle management positions, for example, as account executives, while 3%were categorized as non-management personnel. Advertising and Classical EtkicaI Theory TABLE I A demographic profile on respondents (N = 174), in percentages Gender Female Male States with 10 or more responses California Colorado Illinois Michigan 25. 3 6. 9 5. 7 10. 9 50. 6% 49. 4 459 While 24% of the respondents did not supervise any employees, a majority held supervisory positions. About 63% supervised between one and 10 eraployees, 7% between l l and 20, and about 3% more than 21 employees. Respondents’ evaluation of and conmaents o n scenarios Scenario No. h (Giving gifts to a potential client) This scenario focused on a female ad person who gave gifts to a potential client with the intent of receiving assistance from the client in obtaining the latter’s account. Slightly more than one-half of the respondents said that the ad person was wrong, t7% reported that she should be fired, 40% would do just what she did, while 56% said that most ad execs would do as she did. About 83% said their firms should address the situation formally in a policy. In this scenario, gift-giving perse was not an issue; however, the intent of that practice is important because one study (Hire and Beltizzi, 1987) indicated that gifts tend to obligate a client to a firm. Some respondents in the present study considered it a bribe. One, for example, wrote: â€Å"Any company I managed had a written policy on such matters. Mary would have been reprimanded orally and in writing. A copy would be placed in personnel file. This would contain a ‘warning. ‘ Next time, fired. † Another: â€Å"If it was an overt bribe it was wrong. If it was really a gift then no problem. A respondent who was blunt about the wrongness of the conduct defended its widespread occurrence in the industry: â€Å"What Mary did was wrong, but it is common practice in a more subtle way. † Perhaps reflecting the percentage of respondents who said that most ad executives would do what the ad person did, a number of respondents pointed out that the situation â €Å"happens quite frequently,† that it is â€Å"common practice,† that â€Å"‘gifts’ is a highly ambiguous term,† that it is â€Å"standard in the industry,† that most account executives â€Å"routinely give away whatever they can to get business,† and that â€Å"romancing the client is part of business. Therefore, they think that nor much is wrong with it. In fact, most argued that it depended on the nature of the gift. Age 25 or younger 26–34 35–43 44–52 53–61 62 or older Years in full-time advertising 0 1-10 11-20 21-30 31-40 More than 40 years Work Setting Advertising agency/department Public relations agency/department Non-profit organization Company/corporation Other Management position Top management Upper-middle management Lower-middle management Number of employeessupervised 0 1-10 11-20 21-30 31-40 41-50 5t or higher 24. 1 62. 7 6. 9 2. 9 1. 7 1. 1 0. 6 34. 5 25. 8 39. 7 43. 7% 3. 4 3. 4 17. 2 32. 2 6. 52. 3 25. 9 10. 9 2. 9 1. 1 4. 0 29. 3 33. 9 19. 0 8. 0 5. 7 460 C. B. Pratt and E. L. James TABLE lI Responses to statements on ethics scenarios % yesa Mean u SD Statements on Scenario No. 1 (Giving gifts to a potential client) 1. What Mary- did was wrong. 2. Mary should be fired. 3. I would do just what Mary did. 4. Most ad execs would do just what Mary† did. 5. My firm/dept, has a policy, either written or oral, that addresses this situation or practice. 6. Regardless of mr† response to No. 5, it is a good idea for my firm/dept, to have a policy, either written or oral, that addresses the situation or practice. Statements on Scenario No. 2 (Lying about an update on an account) 1. What John did was wrong. 2. John should be fired. 3. I would do just what John did. 4. Most ad execs would do just what John did. 5. My firm/dept, has a policy-, either written or oral, that addresses this situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my finrddept, to have a policy, either written or oral, that addresses the situation or practice. Statements on Scenario No. 3 (Seeking confidential information) 1. What Pete did was wrong. 2. Pete should be fired. 3. I would dojffst what Pete did. . Most ad execs would do just what Pete did. 5. My firm/dept, has a policy, either written or oral, that addresses this situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my firm/dept, to have a policy, either written or oral, that addresses the situation or practice. 63 18 40 47 22 2. 16 3. 35 2. 01 2. 43 3. 28 1. 14 0. 852 0. 961 0. 856 0. 917 59 18 57 78 24 2. 29 3. 43 2. 48 3. 00 3. 23 1. 05 55 17 40 56 31 2. 36 3. 40 2. 01 2. 62 2. 99 1. 18 0. 811 0. 982 0. 939 1. 15 83 1. 68 0. 918 0. 807 1. 03 0. 825 1,05 72 2. 04 1. 05 67 2. 12 1. 01 Advertising and Classical Ethical Theoly Table)8 (Continued) %yes ~ Statements on Scenario No. 4 (Using outdated data) Mean b 46 t SD What Sally did was wrong. Sallyshould be fired. I would do just what Sally did. Most ad execs would dojust what Sally did. My firm/dept, has a policy, either written or oral, that addresses this situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my firm/dept, to have a policy, either writtm. ~or oral, that addresses the situation or practice. I. 2. 3. 4. 5. 82 46 11 36 41 t . 62 2. 68 1. 51 2. 26 2. 84 0. 993 1. 07 0. 742 0. 9 t0 1. 12 81 1. 77 0. 39 a Percent responding â€Å"definitely yes† or â€Å"maybe yes. † b On a four-point scale, with 1 = â€Å"definitely yes† and 4 = â€Å"definitely no. † A lower mean score indicates a stronger agreement with a statement. Another, perhaps thinking situationally, asked: â€Å"Is it a pen, a ticket to a concert, or an automobile? † A president of an ad agency said: â€Å"Often, in this business, I encounter prospective clients that have been ‘wined and dined’ by their previous agency. Some expert preferential treatment. The prospects that find this offensive and rely mostly on our agency’s ethics, expertise and integrity are those we desire. This philosophy has lost us business, slowed our growth . . . . Business ethics unfortunately in the ad business is perceived next to snake oil salesmen! † was wrong substantiated their positions with the following reasons: â€Å"There definitely are times when one must prioritize his/her workload . . . One should not lie to the client but instead talk openly about a schedule of completion and possibly see ifa delay would be acceptable. † D,- â€Å"Schedules for each project~client are developed on approval of estimates. All work is to be done per that schedule, regardless of dollars involved. â€Å"A company should try to meet a ctienCs deadlines no matter the size o f the account. † O n the other hand, some of those who felt nothing wrong had occurred said: ‘[john did tell the t r u t h . . . For John to tell the whole truth is simply suicidal. Agencies are always juggling workloads. † m,- â€Å"What John said was not a definite lie. As long as you do not directly tie about a scenario, don’t worry. † m,- ‘[John did what most people would do, then work a little harder to get the other work OUt. † enario No. 2: (Lying about an update on an account) This scenario was on the failure o f an ad agency staffer to tell a client the truth about the status o f the client’s account, which had been set aside temporarily in preference for a newer, higher-hilling account. Fifty-nine percent said that the ad agency staffer was wrong, 18% said that he should be fired, 57% reported that they would do just what he did, while 78% said that most ad execs would do what the staff did. About 72% said their agencies should address the situation in a policy. Some of those who argued that the agency staff â€Å"I see no reason to forfeit future business and, 462 C. B. Pratt and E. L. James herefore, would use whatever means necessary to maintain the relationship. † did. Eighty-one percent said that their agencies should address situation in a policy. Respondents were clearly angered by the ad executive’s action. A respondent said: â€Å"This conduct is indefensible. The client paid for both the campaign and the research (I assume ) and is entitled to their results. † â€Å"There should be truth in advertising and in all of life’s encounters, business or personal. † Another: â€Å"Sally practiced deception in not using those current poll results. The client is bound to find out what sort of results the corporate image has, eventually. Yet another: â€Å"Bad judgment to cover up facts. Corrective measures to improve numbers in future campaigns should be provided to client. † Some arguments made in behalf of the ad executive: †¢ â€Å"They [the numbers] can be used as indicators, but not absolutes. How many people do you know that have participated in TV Nielsen rating surveys and how many programs have the networks cut or kept that you disagree with? † â€Å"What Sally did was not necessarily wrong or right, given the question. Possibly the campaign required more impact, time, etc. Too many variables in this situation to judge ethics. † â€Å"Numbers are arbitrar y and research is imperfect. One set of ‘bad’ numbers is, therefore, inconclusive. † enario No. 3: (Seeking confidential information) During a social meeting, one ad account executive craftily encouraged another obviously inebriated ad executive who handled the account for a competing brand to divulge confidential business information. Sixty-three percent said that the ad account executive was wrong. Eighteen percent said that he should be fired, and 40% that they would do just what he did, while 47% said that most ad execs would do what the executive did. Sixty-seven percent said the ad agency should address the situation through policy-making. Among all four scenarios, scenario No. 3 had the second-highest disapproval rate among respondents. One respondent made a blunt, succinct comment: â€Å"A definite breach of professional ethics. † Another: â€Å"This is unacceptable as well as unethical behavior. Once the account exec had identified himself, Pete should have identified himself as well. Pete should be reprimanded for his actions, maybe even fired if it appears as if this same scenario would continue in the future. † Another: â€Å"It was wrong not to identify himself. † Yet another: â€Å"Pete’s taking advantage of his ‘counterpart’ was opportunistic and immoral. A respondent who saw nothing devious here argued: â€Å"It is a very competitive market. Taking advantage of the competition’s weakness or stupidity is a must. † Another argument: â€Å"Corporate espionage is no more or less right or wrong than is political espionage. † †¢ †¢ Comparison of means Scenario No. 4: (Using outdated data) In an agency’s report to a client, a female ad executive used outdated data that were favorable to both her ad agency and client, while ignoring new, unfavorable information. Eighty-two percent – the highest among all scenarios for statement No. – said that the female ad executive was wrong, 46% said that she should be fired, 11% that they would do just what she did, while 36% said that most ad execs would do what she Two analytical procedures were used to compute and compare responses to all four scenarios. First, the percentage response to each statement was computed for comparison of the directions of response patterns. Second, item-by-item statistical differences between 36 possible pairs of responses across all four scenarios were determined. Schefft’s (1953) multiplecomparisons were used to determine such differences (Table III). Twenty-five of those 36 pairs and four of the six variable pairs of grand means were significantly different (p ;lt; 0. 05, at least) from each other, indicating respondents’ differentiation of their evaluation of the scenarios. Thus, this result indicates Advertising and Classical Ethical Theory TABLE III Comparison of means, grand means (and standard deviations’) for four scenarios on advertising ethics Scenario One 2. 3; (1. 18) 3. 4@ (0. 811) 2. 0P (0. 982) 2. 62~ (0. 939) 2. 99~ Scenario Two 2. 29~ (1. 05) 3. 4Y (0. 807) 2. 48b (1. 03) 3. 00b (0. 825) 3. 23b Scenario Three 2. 1; (1. 14) 3. 35~ (0. 852) 2. 0P (0. 61) 2. 43~ (0. 856) 3. 28b 463 Statement 1. What X did was wrong. 2. X should be fired. 3. I would do just what X did. 4. Most ad execs would do just what X did. 5. My firm/dept, has a policy, either written or oral, on situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my firm/dept, to have a policy, either written or oral, on situation or practice. Grand Mean Scenario Four 1. 62b (0. 993) 2. 68b (1. 07) 1. 5V (0. 742) 2. 26d (0. 910) 2. 84~ (t. I 5) (1. 05) (0. 9! 7) (1. 12) 1. 68~ (0. 918) 2,63~ (0. 406) 2. 04b (1. 05) 2. 58~,b (0. 362) 2. 12b (1. 01) 2. 74c (0. 378) 1. 77~ (0. 39) 2. 52b (0. 401) ~,b. ~ Means with different superscripts on the same row are significantly† different, by ScheffS’s repeated-measures design. Note: Means are on a four-point scale, with 1 for â€Å"definitely yes† and 4 for â€Å"definitely no. † Statements 3 and 4 were reverse-coded as t for â€Å"definitely no† and 4 for â€Å"definitely yes. † A lower mean score, therefore, indicated higher self-reported ethical standards. that the sample practidoners’ perceptions of ethics vary significantly by the type o f ethical issue confronted, suggesting perceived differences in the intensity of the application of deontology to the scenarios. Fritzsche (1988) and Fritzsche and Becker (1984) reported similar differences across vignettes, and concluded that marketing managers practiced situational ethics. For three of the four scenarios, respondents tended to agree with the statement that the advertising staff involved in the conduct identified in each of the scenarios took the wrong action. However, they tended not to agree that the staff should be fired. It was only in scenario No. 4 (using outdated data) that members tended to perceive the conduct as wrong; even so, the mean response to the statement that the staff â€Å"should be fired† was 2. 8, which was significantly different (p lt; 0. 001) from re- spondents’ positions on the firing of the three other practitioners in the other three scenarios. Contextual response An overall evaluation of the respondents’ evaluation of the wrongness or rightness of a conduct – the essence of Kantian ethics – indicates that the sample AAF members l eave little doubt about their positions on the scenarios outlined in the questionnaire. However, when the evaluations of the statements, taken together, are considered within the context o f classical ethical theory, the members’ ethics leaves much to be desired. Four questionnaire statements (items 1, 2, 3 and 6 of Tables II and III) were used as direct measures of deontology: â€Å"was wrong,† â€Å"should be fired,† â€Å"I would 464 C. B. Pratt and E. L. James do,† and â€Å"regardless of my response. † It must be noted here that, even though deontology does not address explicitly the severity of the punishment for an ethical infraction, the theory is not neutral on punishment. Justice is one of the moral values that deontology considers – even though not always explicitly. In mixed-rule and mixed-act deontology, the consequences of one’s actions are considered. In essence, there is a built-in role for consequences. This was why Kant, admittedly vague in some areas, invented moral rules in the first place. Responses to the four deontology-related statements provide four indications of the extent of practitioners’ adherence to Kantian ethics. First, the respective percentages (28. 7%, 28%, 40% and 65%) of respondents who reported that the actions of the practitioners cited in the four scenarios were definitely wrong indicate that fewer than one-half applied deontological theory to three of the four scenarios. Second, that the practitioner should be fired, the ultimate test of ethics (Singer, 1992), had much lower, definite approval rates: 1. 7%, 1. 1%, 3. 4%, and 16. 1%. Third, the response percentages for item 3 (â€Å"I would do just†¦ â€Å") in scenarios one, two, and three indicate that a sizable number of respondents would engage in the questionable behavior outlined in the scenarios. For scenario four, however, 11% said that they would â€Å"definitely† or â€Å"maybe† engage in a behavior that 82% of them reported as wrong. Finally, on item 6, a clear majority indicated an interest in organizational response to the issue raised in each scenario. The response percentages for statements 1, 2, and 3, therefore, indicate that practitioners’ evaluations are clearly at odds with tile tenets of deontology and are perhaps more in line with utilitarian and relativistic theories. A further indication of the sample practitioners’ adherence to deontology is provided by those who responded â€Å"definitely yes† or â€Å"maybe yes† to all four measures of deontology in all four scenarios. The results: 10% 10%, 16%, 32% for scenarios 1, 2, 3, and 4, respectively. Such low percentages suggest that a majority of members wavered in applying deontology to the ethical dilemmas with which they were confronted. Bishop (1949) argues that truthtelling (addressed in scenarios 2 and 4) in advertising is â€Å"impossible and the attempt to attain it would reduce advertising to complete ineffectiveness and prevent it from fulfilling its legitimate and necessary function† (to. 88). Yet, the first of AAF’s eight-principle code of ethics, albeit stated in general terms, focuses on truthtelting: â€Å"Advertising shall tell the truth, and shall reveal significant facts, the omission of which would mislead the public† (American Advertising Federation, 1984). While AAF members report that their companies adhere to AAF principles, they report that other ad agencies tend to adhere less strictly to those principles (Chonko et al. , 1987). Adherence to the truth principle is not only evident among AAF members but it has the largest â€Å"my† versus â€Å"other† company difference ([t – 23. 2, p lt; 0. 01] Chonko et al. , 1987). A number of U. S. corporate executives now realize that if ethical transgressions are not sanctioned by dismissals, they could encourage all kinds of shady dealings and foster the perception that the organization is not really committed to ethics (Singer, 1992). It is plausible that a mix of utilitarian, JudeoCh ristian, veil-of-ignorance, and golden-mean ethics simultaneously guided the sample practitioners’ evaluation of the ethical scenarios used in this stud),. However, the investigation of the application of various ethical theories to decision-making was not a purpose of this study. Empirical studies on ethics (e. g. , Ferrelt and Weaver, 1978; Fritzsche, 1988; Fritzsche and Becker, 1983; Krugman and Ferrell, 1981; Pratt, 1991; Pratt and McLaughlin, 1989) increasingly indicate that ethics among business people is frequently not perceived in absolutist terms, but in relative shades of right and wrong. Fritzsche (1991, 1988) and Jones (1991), for example, report that situational ethics is the overwhelming preference of U. S. managers. Advertising codes of ethics are usually written in precise deontological terms, for example, â€Å"must recognize,† â€Å"will not,† â€Å"shall tell the truth,† â€Å"shall refrain from. Yet, AAF members do not seem to abide by deontology even though â€Å"an enforced, effective code should provide the profession with a degree of stability and consistency in the ethical decision-making of its members† (Beets, 1991, p. 69). It is plausible that the patterns of responses in this present study suggest adher ence to utilitarian ethics, which is preferred by advertising agency personnel Advertising and Classical Ethical Theory (Rotzotl and Christians, 1980; Christians et al. , 199 I). On the other hand, utilitarian ethics seeks to maximize the good for all concerned. However, the limitation of this ethical theory is inherent in how the â€Å"good† is determined. Beyond that, the interests of the minority tend to be given short shrift. What, therefore, are the chances that advertising-agency actions will result in the â€Å"greatest happiness for the greatest number†? Also, Nevett (1985) disagrees with Bishop’s (1949) suggestion that the ethical standards of advertising be utilitarian because such an approach cannot â€Å"provide advertising people today with guidance on suitable ethical standards for their profession† (e. 04). Rawls (1971) criticizes utilitarianism, noting that it does not take seriously the differences among people; rather, it views as morally just that which has the sum of satisfactions (or total utility) for the community. As an alternative to utilitarian thought, Rawls (1971) suggests â€Å"a new moral theory† that will give adequate account to the primacy of justice, understood as the prote ction of the equal rights of all individuals, over the social good† (Schaefer, 1979, p. 22). To accomplish equal justice in society, therefore, everyone should assume a hypothetical â€Å"original position† – behind a â€Å"veil of ignorance† – which requires that, in evaluating situations, people step from their everyday, status-based traditional roles into an egalitarian position behind a veil. The goal is to develop a conception of justice or of the good from a disinterested, â€Å"equal† perspective. Would a recommendation that practitioners who compromise the ethical standards identified in the scenarios be fired be an illustration of such justice? And would such firing be in an organization’s or in a society’s best interest? Finally, it is plausible that Judeo-Christian morality – an altruistic, religion-based tradition – is also reflected in respondents’ evaluations of the dilemmas in the ethical scenarios. 465 perceived as â€Å"definitely† having such policies for each of the four scenarios (and those who â€Å"definitely† think that having such policies is a good idea) are, respectively, 17. 8 (56. 3), 11. 5 (38. 5), 4. 6 (33. 3) and 15. s (50 0). The large differences between having such policies and thinking that having such policies is a good idea lends credence to the continuing public and practitioner concern over advertising ethics. For advertising agencies, such policies could result in two possibilities: (1) they may encourage agencies to also apply deontology to ethical issues, and (2) they may help agencies initiate an eclectic approach to ethical decision-making – that is, to apply ethical principles that may involve bringing all five commonly used classical theories to bear simultaneously on the decision-making process. These five theories, which are not mutually exclusive, fall into one of two broad categories: deontology or teleology. They are (1) Aristotle’s golden mean (â€Å"moral virtue is appropriate location between two extremes†); (2) the theoretical framework for this present study, Kant’s categorical imperative (â€Å"act on that maxim which you will to become a universal law†); (3) Mill’s principle of utility (â€Å"seek the greatest happiness for the greatest number†); (4) Rawls’s (1971) veil of ignorance (â€Å"justice emerges when negotiating without social differentiations†); and (5) Judeo-Christian persons as ends (â€Å"love they neighbor as yourself†). Aristotle’s theory of the golden mean, a virtuebased ethics, strikes a moral balance between two extremes, one indicating excess, the other deficiency. The mean, in this context, is not a statistical mean but a willingness on the part of the decision maker to exercise moderation or temperance – a virtue. Such a mean rdates to the individual’s particular situation, her or his stay. is, strengths and weaknesses (Chi’istians et aI. , 1991). Utilitarian ethics, a form of teleological ethics, was enunciated by John Smart Mill as that which seeks â€Å"the greatest happiness for the greatest number. To assess the â€Å"greatest good,† a person or organization performs a cost-benefit analysis of an action or decision. If the latter would result in the good of the majority, that is, if its benefits for the â€Å"greatest number† outweigh its costs, then the act is ethically right. Rawls’s (197 t) veil of ignorance, a nonconsequen- Conclusion The results presented in this study indicate a strong (perceived) reluctance on the part of the ad agencies to institute policies, either written or oral, that would proscribe unethical conduct. The percentages of respondents whose firms or departments are 466 C. B. Pratt and E. L. James tialist theory of justice, governs the assignment of rights and duties and regulates the distribution of social and economic advantages. People, Rawts (197I) argued, â€Å"have an equal right to the most extensive basic liberty compatible with a similar liberty for others† (Rawls, 1971, p. 60). Finally, Judeo-Christian morality is an altruistic tradition that is being popularized in the West as â€Å"the more dramauc term agape – unselfish, otherregarding care and other-directed love, distinct from friendship, charity, benevolence, and other weaker notions† (Christians et al. 1991, p. 20). The interpretation of the results of this present study within the context of Kantian ethics suggests that deontology is clearly not the preference of the sample practitioners. The de-emphasis of deontological ethics among practitioners is likely to engender a laissez faire approach to ethical issues. Dubinsky et al. (1991) suggest a reason for this phenomenon from an overall business perspective: â€Å"Many of the situations business people confront are in a ‘gray’ area where the delineation between the right versus the wrong action is not clear† (p. 52). On the other hand, strict deontologicaI ethics could encourage advertising practitioners to understand the precise boundaries of ethical and unethical conduct, as has been found among salespeople (Michaels et at. , 1988). It has been reported that managers who apply deontological ethics under uncertain conditions are least likely to change their decisions even when they perceive the risk of their decisions; those who apply utilitarian ethics are more likely to change their decisions to satisfy financial and/or self-esteem goals (Fraedrich and Ferrell, 1992). And herein lies a crucial value of deontological ethics to advertising: more likely, it will encourage advertisers to adhere to the precepts of ethics, setting aside personal financial and social rewards for the public good. At least 67% of the respondents in the present study suggested that their organizations establish policies on questionable conduct (item 6). Why did such a majority suggest such boundaries on behavior? Why would they prefer that formal company policies restrict questionable behaviors? It is plausible that the sample practitioners place much value on formal policies because of the perceived importance of affirmation on what they consider ethical or unethical. Further, such a formal process may indicate more than a perfunctory commitment of their organizations to ethics. This possibility suggests two key questions on the implications of the results of the present study for policy-making: (1) Where lies the responsibility for shaping advertising agency ethics? (2) And what relevant does deontology have for the training of advertising staffs? In a speech given two dozen years ago by Bill Marsteller, founder of the advertising agency, Marsteller Inc. (a forerunner of Burson-Marsteller, the world’s third-largest public relations agency), he said: â€Å"It is not enough [for the advertising student] to simply attain general standards of morality and taste; it is important to be subjected to the deliberate considerations of advertising morality and taste†¦ † (Marsteller, 1972, p. 241). Marsteller sees education in advertising ethics as important as that for the production of creative, charming advertising. Just as the effectiveness of training sessions has been called into question (Feldman and Thompson, 1990; Levin, 1989), their impact has also been demonstrated (e. g. , Feldman and Thompson, 1990; Hanson, 1987; Harris and Guffey, 1991). On balance, however, it behooves ad clubs and various advertising associations to establish programs that, at the minimum, sensitize practitioners to some of the social and professional sequelae of their ethics-related decisions. The results of this limited study justify the adoption of such measures. Caveats Two limitations of this stud), should be outlined. The first is the old issue of â€Å"self-reported† ethics. Even though measures were taken to discourage the use of socially desirable responses, that possibility cannot be ignored because perceptual distoruon is higher when the dependent variable is as highly sensitive as the subject of ethics (Hunt et al. , 1989; Randall and Fernandes, 1991). The second is the representativeness of the sample, which was drawn from 25 states, for the 50,000member AAF. Because the sample was not randomly selected, it is important that this present study be replicated on a larger, more geographically diverse sample to determine the extent to which its results are consistent with those of such a nationwide study. Advertising and Classical Ethical Theory How to cite Advertising Ethics: a Contextual Response Based on Classical Ethical Theory, Papers

Are Men More Vain Than Women free essay sample

I think that men are more vain, even though society wants us to beleive that women are more vain . Men love being in the centre of attention and want women to be attracted to them. They tend to use more and more beauty products like for example a facial scrub ,moisturizing cream or a lip balm, . They make sure that they have a good looking outfit and their hair should be tame all the time. With the rise of the metrosexual man, were seeing more men getting facials, manicure pedicure, depilation and even having cosmetic surgery. They often go to a beauty salon or solarium. Some of them are even just in love with themselves, many brag about the amount of women that they have picked up because of their good looks. Lots of men think that women are very vain, but looking at it from my point of view, the women have to look beautiful because guys are very visual and want to have a girlfriend who is attractive, sensual and tempting. We will write a custom essay sample on Are Men More Vain Than Women or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page While women are more sensible and concentrate mostly on men’s personality and intelligence rather than looks. Men love showing off , buying flashy cars, expensive perfumes, brand-name clothing. They spend hours at gym and dream about having a perfect body. They often have fragile egos and distorted views of their appearance. Men brag more than women, about how they look and how theyre confident. They adore compliments and flattery. But in my opinion it shows that they are weak and need to be appreciated in order to feel good. Most of women can openly say how much they dont like themselves while men dont do the same even if they are not happy in their own skin. We are living in the world that requires you to be more presentable. The more presentable you are, the more respect people would give you. We are now living in a material world, agree or not thats true. Isnt it when we are walking on streets, we sometimes dont admit this but when we saw people who are not that presentable as us, we tend to think different things about that person and sometimes we easily judge someone wrongly. The most important purpose of advertising is to make the customer buy some product Ads hardly ever are honest. For example, there are advertisements that make you believe that you can look like a teenager, when you are already in your forties. It certainly cannot happen, even is you use thousands of different cremes. Those, who produce the product as well as those, who create advertisements dont really care for your skin. The only thing they want is your money. They would never admit that their product might be replaced by any other. It affects all of us. If we see a message/text/something reminding us of a product over and over again, we are soon going to believe that the product is superior or if we have more choice and less information, we are going to reach out for that particular brand. A lot of us who are brand loyal won’t â€Å"really† know the difference in taste or quality of the name brand and the generic. There are some products which are manufactured by the same company but part of it is packaged by the name brand company and part of it gets sent as store brand. We still find a difference in taste! That is because we are taught to believe the other brand is good. We aspire to something that the vast majority of us cannot possibly achieve. And, in this attempt to realize our aspirations, we borrow heavily, feel poorly about ourselves because we just cant seem to get there, and become addicted to a way of living that gradually and inexorably separates us from the things in life that bring us the most joy. Basically, if youre not prepared to think—and you often are not when youre watching television or reading a magazine—youll pretty much accept any suggestion if it is offered to you. Since youre being so passive, you may not even realize its happening. Keep your brain active when youre looking at ads and youll be better off. If the product interests you, the answer should too. Look for product reviews (while being aware of fakes) and other information that can help you determine if what you want to buy can actually do what you think it can do. Dont buy blindly—do your research first.