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However, the concern here is not with imposed legal responsibilities, but with voluntary moral responsibilities. The issue is not whether those who shape messages and place them before the public in someone else's name have a moral responsibility, but only how that responsibility is exercised. The point of this discussion is to demonstrate that the advertising industry and its people are endowed with greater moral responsibility than the average bear, simply because of what they do for a living, like it or not. We began by talking about the state of the world, the moral crisis that currently engulfs the United States of America. See The Mosque to Commerce: Bin Laden's special complaint with the World Trade Center, by Laurie Kerr, See The Mosque to Commerce: Bin Laden's special complaint with the World Trade Center, by Laurie Kerr, http://slate.msn.com/id/2060207/ Responsibilty Regardless of who is responsible for the moral morass in which we find our nation, we can each take responsibility for not contributing to the problem. As influencers of social morality, we can accept our responsibility and take the high road by appealing to moral virtues, like maturity, honesty, integrity, character, industry and excellence. Article: communion To Virtue Popularity and Responsibility Just circa everyone knows that something is very wrong with the world in which we live. Problems are compounding everywhere. While we may be tempted to look for someone to blame, that effort, at best, will do nothing to modulate the problems and, more likely, will only contribute lust and frustration to the mix. Blaming is not constructive. A denature simulate is to take personal responsibility for the situation, and look for opportunities to make a positive contribution to the solution. Certain industries ere then occupy positions that have more opportunities than others. Advertising, marketing, public relations, and other combined promotional industries enjoy the privilege of having many such opportunities. This industry focuses on both capturing and shaping opinion, attitudes, beliefs, and behaviors. The work of this industry is not value neutral. While it appeals to in general held values, morals and attitudes, it also works to shape them. “In the traditional economy, products were manufactured and sold for profit to meet the demand of consumers who made their needs known through the market. In the new postmodern moneyed man economy, needs are manufactured to meet the supply of producers who market products through promotion, spin, packaging, advertising, and cultural persuasion. From Democracy At Risk: American Culture In A Global Culture, by Benjamin R. Barber. Responsibility While it is true that the companies and manufactures are legally responsible for the products they make and sell, that does not mean that those who give fair warning them not far things like packaging, marketing and build-up are without any involved responsibility. Manufacturers are legally responsible for their advertising, and those who leg up in the publicity effort are also responsible for their recommendations. However, the concern here is not with imposed legal responsibilities, but with voluntary moral responsibilities. The issue is not whether those who shape messages and place them first the public in someone else’s name have a moral responsibility, but only how that responsibility is exercised. That responsibility can be accepted, or it can be rejected. It can be done intentionally, or it can be done accidentally. We can take the high road, or we can take the low road—or some winding road through the middle. But the slough line is that moral responsibility belongs to those who shape public messages. And the publicity industry works to influence both public opinion and behavior. We don’t want to get sidetracked in a discussion within call the products themselves, or the various ways, technologies or techniques of proclamation and marketing. Rather, our concern is the matinee idol of the application that underlies the advertising, marketing, public relations, or promotional effort. To what values does the make a pilgrimage appeal? How is it shaped? What are its implications, associations and suggestions? What is the moral currency of the campaign? Overt & Covert The art of communication, which is at the heart of the publication industry, is a many faceted endeavor. As we know—and know very well, accommodation has elements that are both overt and covert, both conscious and subconscious. There is a linguistic component, which simply conveys information at random the product or company. In addition, there is an emotional component that often appeals to sensuality or sexuality in one way or another. And there is a social or moral component, that appeals to cultural mores, often understood as social appeal or popularity. Ad agencies and marketing companies cannot and do not ignore these essential elements of their campaigns. For instance, in our increasingly global society, campaigns—public messages—must be tailored to fit into the culture in which they are employed. Taking cultural mores into consideration can mean the difference midst success and failure. But much more is involved than uneducated idioms and social faux pas. At stake is the integrity —even the viability and sustainability—of social order. The moral logic goes like this: if everyone in a particular culture accepts something or some way of doing or saying something, then it must be okay. If they don’t, enthralling to it will be offensive. And if something is to be expected loved or adored, titillative to it, suggesting it, or associating with it will illicit feelings of love and adoration. In addition, we find that advertisements are secret places used to refashion social values, ostensibly to make their products more acceptable. But the values and morals of the advertisers are chap foisted upon the public in the process. What “makes sense” to the owners and advertisers is communicated through the ads. And it is object done through an supplicate to popularity. Appeal To Popularity The word popular literally means of the people, or by the people, and even for the people—the populus. Thus, an come-hither to popularity requires and carries moral and political overtones. That is to say that all promotion is necessarily political, as well as moral. The point of this discussion is to demonstrate that the publication industry and its people are endowed with greater moral responsibility than the ordinary run bear, simply now of what they do for a living, like it or not. We began by talking far and wide the state of the world, the moral crisis that currently engulfs the United States of America. For instance, consider Enron and the unfolding fiasco of corporate scandal, graft and corruption at the highest levels of American society—the levels at which build-up is determined. Owners and CEOs establish or give the go-ahead publication polities. Or consider the withdrawal symptoms and substance do violence to that runs rampant in every community, large or small, urban, rural or suburban. Or consider the overbold sexual promiscuity that saturates both the media and the corporate world. What effect, if any, do you suppose that our moral crisis has in the minds of faithful Muslims? Or in the minds of anyone concerned close to honesty, integrity or justice? Might this be related to our war on terrorism? See The Mosque to Commerce: Bin Laden's special complaint with the World Trade Center, by Laurie Kerr, See The Mosque to Commerce: Bin Laden's special complaint with the World Trade Center, by Laurie Kerr, http://slate.msn.com/id/2060207/ Responsibilty Regardless of who is responsible for the moral morass in which we find our nation, we can each take responsibility for not contributing to the problem. If we can’t make things better, we can at least do everything we can to keep them from getting worse. People in the publicity industry, and particularly the creative people—designers, artists, and writers—face a moral dilemma every day, just by the very nature of the work they do. To fail to recognize it as a moral concern is itself immoral or amoral, neither of which are morally neutral positions. As influencers of social morality, we can permit our responsibility and take the high road by silver-toned to moral virtues, like maturity, honesty, integrity, character, industry and excellence. Or we can take the low road and excite to what we call in our house the teenager values of bump and grind, values that imply, are tied with, or suggest sexual promiscuity, violence, destruction, dishonesty, lust, greed and laziness. Neither list is comprehensive. As the old saying goes, you can be part of the problem, or part of the solution. This is a free country. It’s your choice. ©2003 Phillip A. Ross
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. What You Must Avoid Doing, If You Want To Keep Your Prospect Glued To Your Sales Copy Summary: and your exposure to this 'celebrity' gave you some 'inside secrets' or 'back door knowledge' that led you to this startling discovery that became the evolution of whatever it is you're pitching... Then this IS the kind information you WANT to include in your sales copy! Be careful about wasting words in your sales copy -- nothing's going to hurt you more than this. Having wasted words in your sales copy is like watching a half-hour sitcom on television, but instead of good TV programmi… 2. How You Can Create Advertising That Sells! By Thom Reece Summary: These ads are poorly conceived, poorly written, poorly designed, poorly targeted, and poorly placed.Sounds like a poor way to do business, doesn't it?I often ask clients (as tactfully as possible), why they have run a particular ad. Amazing Techniques That You Can Use To Land A High-Paying Job...Today!""How To Design Profit-Producing Web Sites That SELL!"APPEALING TO BUSINESS EXECUTIVESWhen writing your ad to a business-to-business audience you should keep in mind the six key benefitArt… 3. Hiring an Amateur Could Mean a Potential Lawsuit for Your Business By Dina Giolitto Summary: The best way to ensure your legal protection in the future is to start practicing caution today.How does this relate to your advertising, and who you hire to work for you? Nearly everything said in our ads was supported by a legal disclaimer that prevented the company from being held responsible for any "unforseen events" that might occur as an indirect result of our statements. But today, I'm incredibly grateful for the "extensive legal training" I received while working there.What are… 4. The Landscape of Business Has Changed By Greg Writer Summary: A special yearly issue of Success Magazine called "The Selling Issue" quoted Scott DeGarmo,"The big money goes to those companies with superior marketing operations. In this period of selling, it was a lot easier for a salesperson to go in and sell to a buyer. Let's wrap this up by saying, "in the days of simple selling, the seller had the power because the buyer had very few options."The Days Of Simple Selling Are Over!Now we have a new situation; If you look at all the sales training… |
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