Instructions: In class, we discussed how ethics are socially constructed.What is “right” and “wrong” to one person may not be to another.  We have also examined several marketing appeals advertisers use to persuade consumers to purchase their products.  For this activity, you will need to consult units7 and 13.
First, take a look at this advertisement: 
Based on the video that you just watched please answer the following questions: 
(1) What emotional appeal was used in this video?
(2) Was it ethical/unethical?
(3) Why or why not?
Next, take a look at this video: 
In that video, there were several “tricks” marketers use to make their products look more appealing.  Based on what you saw, please answer the following questions:
(4) Because ice cream often melts when stylists take pictures of it, they use mashed potatoes instead of ice cream for their photoshoots.  Is this ethical/unethical?
(5) Why or why not?
(6) What you see in the advertisements is not what you necessarily get when you go out to eat at a restaurant.  Is it ethical/unethical for advertisers to try to sell their “best product” to customers, knowing the product might not lookexactly like what was in their pictures?
(7) Why or why not?
Finally, please refer to this final video: 
Of the 10 misleading marketing tactics mentioned in this video, choose one, and answer the following questions for it.
(8) As a viewer of this advertisement, what ethical obligations apply to you when you come across such a message?
(9) As a viewer of this advertisement, what ethical obstacles might make it difficult to abide to such obligations?
(10) Do advertisers’ intents change whether their messages are ethical or unethical?  If so, how?  Please explain using examples from your above answers.
Menans # effect
Intent
thes the sephite
3. Intent
* Unconscious; no Judgment
* conscious = Judge as either unethical or ethical
but how to you know which on
one?
Use speaker’s intent to
watts AUDI
* Not the effect of
4. Persuasion vs. Coercion
* means of persuasion cache ethically neutral.
Coerciona using force or punishment to get
something you desire Creculli coercive
is not ethical
Ponen)
a. Coercion-
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we
Unit 13: Ethics & Public Communication
the way
Dowe Judage the u
golt
“The most pervasive problem approached in most
discussions of ethics is whether we should judge things on
the basis of the end ss achieves or upon the basis of the
yeams used to achieve
.” (McCroskey, 2001, p. 291).
those ends.
1. Ethical Communication-
kill people
Awe socially construct what behavior/codu.is
ethicas
2. Ethics is a matter of the conscious choices a person makes
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when we use our society? Why
Moral view
Any one can say what he want
5. Amoral versus Moral Approaches to Ethics
a.
Amoral View
thetoriced comm
has
b. Moral View-
من نحكم النانی زیبا ولا
Problem with its
,
6. Free Speech)
T. and the Constitution at (AMORAL views of
Whetorical comm,
Basic ideali I& every one
to the fullest and exppressed their Ideas
In the best way
was thaines
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tarian versus Democratic Ethics
a.
Totalitarian Moral ethic
restricts comm often by coletclona
b. Democratic A moral ethic
systematically encourages free
Speech
c. Censorship-
Ali societies restrict free speech,
but sometimes in dif was. Totalitarian
restrict with laws and force, and democha
restrict with Social pressure
cies
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c. Not to Speak –
d. To Listen
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