{"id":61,"date":"2024-08-22T14:29:27","date_gmt":"2024-08-22T14:29:27","guid":{"rendered":"http:\/\/localhost\/mediaethics\/?post_type=content&p=61"},"modified":"2024-09-20T10:00:52","modified_gmt":"2024-09-20T10:00:52","slug":"chapter-6-commercialization-of-life","status":"publish","type":"content","link":"https:\/\/staging.routledgelearning.com\/mediaethics\/students\/part-2-persuasion-in-advertising\/chapter-6-commercialization-of-life\/","title":{"rendered":"Chapter 6: Commercialization of Life"},"content":{"rendered":"\n
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\n\tHome<\/a>\n<\/span>\/<\/span>\n\tStudents<\/a>\n<\/span>\/<\/span>\n\tPart 2: Persuasion in Advertising<\/a>\n<\/span>\/<\/span>\n\tChapter 6: Commercialization of Life\n<\/span><\/div>\n\n\n
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Chapter 6: Commercialization of Life<\/h1>\n\n\n

The advertising industry\u2019s search for recognition as a profession and its desire to maintain credibility with its clients to connect with their audiences has led to a focus on providing a basis for rational decision-making and maintaining authority in their relationships with clients. These are grounded in issues of advertisers\u2019 own professional stature and credibility. Although all advertising agencies have their own values and means of advising their clients, all do so within a professional culture. This is a dynamic reality and due to the rising emphasis on digital advertising, has led to much of the industry morphing into adtech companies, as much defined by their use of digital media tools to surveil and analyze audiences as on their traditional roles in content construction to attract attention. Social practices are now as significant as practical ones.<\/p>\n<\/div>\n\n\n\n

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\n\n \n \n <\/media-poster>\n\n <\/media-provider>\n <\/media-video-layout>\n \n <\/media-controls-group>\n <\/media-controls>\n<\/media-player>\n\n\n

Chapter 6 – Video Introduction<\/h3>\n\n\n\n
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Transcript<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
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To fulfill its role as an advocacy<\/em> profession, advertising must serve in the best interest of its client. To fulfill its role as an advocacy profession<\/em> advertising has a moral duty to contribute to social welfare and conduct its work in a manner consistent with broader social values.<\/p>\n\n\n\n

Key questions for the chapter<\/h2>\n\n\n\n
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  1. What is professional culture?<\/li>\n\n\n\n
  2. What does viewing advertising through a professional (institutional) lens contribute to our understanding of the ethical dimensions of \u201cdoing advertising work\u201d?<\/li>\n\n\n\n
  3. In today\u2019s volatile social, technological, and economic environment, how does the advertising profession define the structural boundaries of its work? That is, what does the professional view as its \u201csphere of influence\u201d?<\/li>\n\n\n\n
  4. How do those structural boundaries factor into the moral dimensions of advertising work?<\/li>\n<\/ol>\n\n\n\n
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    Case 24<\/h2>\n\n\n\n

    Discussion Questions<\/h3>\n\n\n\n
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    1. What key facts and primary ethical issues are perceived by each of the key stakeholder groups in this conflict?<\/li>\n\n\n\n
    2. Moving to Quadrant 2 of the Potter Box, what contradictory values are apparent?<\/li>\n\n\n\n
    3. It\u2019s clear that key stakeholder groups are subscribing to different ethical principles. What are those principles?<\/li>\n\n\n\n
    4. How might the situation have developed differently if Anheuser Busch had subscribed to an ethics of other regarding care?<\/li>\n<\/ol>\n\n\n\n

      Weblinks<\/h3>\n\n\n\n
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      1. Announcement of Rockefeller Center Rainbow Room Performance: \u201cDylan Mulvaney\u2019s Day 365,\u201d https:\/\/365daysofgirlhood.com\/<\/a><\/li>\n\n\n\n
      2. Video resource: Dylan Mulvaney\u2019s Tik Tok post: https:\/\/www.youtube.com\/watch?v=s05_FUAeOKg<\/a><\/li>\n\n\n\n
      3. Video resource Sky News, Australia tells the Bud Light story: \u201cDesperate Bud Light Launches \u2018cringey\u2019 Come Back,\u201d Sky News Australia<\/em>. https:\/\/www.youtube.com\/watch?v=IdmPp4sXpEM<\/a><\/li>\n\n\n\n
      4. Article resource: \u201cRecord number of anti-LGBTQ bills have been introduced this year.\u201d CNN,<\/em> April 6, 2023. https:\/\/www.cnn.com\/2023\/04\/06\/politics\/anti-lgbtq-plus-state-bill-rights-dg\/index.html<\/a><\/li>\n\n\n\n
      5. Survey results: KFF (formerly known as Kaiser Family Foundation).  \u201cThe Washington Post<\/em> Trans Survey.\u201d March 24. 2023. https:\/\/www.kff.org\/report-section\/kff-the-washington-post-trans-survey-trans-in-america<\/a><\/li>\n\n\n\n
      6. Press Release (office of Sen. Ted Cruz), \u201cSens. Cruz, Blackburn Open and Call for Probe of Bud Light Potentially Marketing to Underage Individuals Through Partnership with Dylan Mulvaney.\u201d March 15, 2023. https:\/\/www.kff.org\/report-section\/kff-the-washington-post-trans-survey-trans-in-america\/<\/a><\/li>\n\n\n\n
      7. Video resource (Mulvaney reacts to controversy): \u201cTrans People Like Beer Too,\u201d Tik Tok,<\/em> June 6, 2023. https:\/\/www.tiktok.com\/@dylanmulvaney\/video\/7250155134087449898<\/a><\/li>\n\n\n\n
      8. Article resource: \u201cBud Light poured decades of LGBTQ allyship down the drain \u2013 and now everyone\u2019s mad,\u201d Fast Company, <\/em>April 9, 2023 https:\/\/www.fastcompany.com\/90888756\/bud-light-inclusive-marketing-right-wing-outrage<\/a><\/li>\n\n\n\n
      9. Article resource: \u201cThis is the New Bud Light Ad after the Dylan Mulvaney Controversy,\u201d Diario AS: Sports Online Sports Newspaper, <\/em>Greg Heilman, July 5, 2023. https:\/\/en.as.com\/latest_news\/this-is-the-new-bud-light-ad-after-the-dylan-mulvaney-controversy-n\/<\/a><\/li>\n\n\n\n
      10. Article resource (end of year assessment): \u201cBudlight\u2019s disastrous year,\u201d Bud Light’s Disastrous Year (msn.com)<\/a><\/li>\n<\/ol>\n\n\n\n

        Articles from the Trade Press<\/strong><\/p>\n\n\n\n

          \n
        1. \u201cDoxing due to marketing\u2014personal attacks are a new risk for brand leaders.\u201d Advertising Age, <\/em>\u201cDoxing https:\/\/adage.com\/article\/marketing-news-strategy\/doxing-brand-leaders-personal-attacks-are-new-risk-marketing-execs\/2500001<\/a><\/li>\n\n\n\n
        2. Article resource: \u201c#BrandsGetReal: Championing Change in the Age of Social Media, (nd). https:\/\/sproutsocial.com\/insights\/data\/championing-change-in-the-age-of-social-media\/<\/a><\/li>\n\n\n\n
        3. Article resource: \u201cTransgender consumers: how brands can provide meaningful support to transgender consumers in a time of social injustice,\u201d Advertising Age, <\/em> May 22, 2023. https:\/\/adage.com\/article\/opinion\/transgender-consumers-how-brands-can-provide-meaningful-support-time-social-injustice\/2495101<\/a><\/li>\n\n\n\n
        4. Article resource: \u201cActivist Advertising\u2014How brands and agencies can work for positive change,\u201d January 23, 2023. Advertising Age,<\/em> January 23, 2023. https:\/\/adage.com\/results?search_phrase=chris+plating++activist+advertising&field_emphasis_image=&sort_by=search_api_relevance<\/a><\/li>\n\n\n\n
        5. Article resource: \u201cWhy Brands need to stop \u2018purpose\u2019 pandering,\u201d Advertising Age,<\/em> June 26, 2023. https:\/\/adage.com\/article\/fletcher-marketing\/why-brands-need-stop-purpose-pandering\/2502171<\/a><\/li>\n\n\n\n
        6. Article resource, \u201cTrue LGBTQ+ Brand Allies Can\u2019t Run Away,\u201d AdWeek, <\/em>June 2023.<\/li>\n<\/ol>\n\n\n\n
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          Case 25<\/h2>\n\n\n\n

          Discussion Questions<\/h3>\n\n\n\n
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          1. The advertising industry\u2019s response to the sustainability crisis assuredly will evolve amid a constellation of new (and disruptive) technologies, relationships, processes, etc. How might these dynamics impact the moral philosophy guiding advertising work? Should the moral baseline change?<\/li>\n\n\n\n
          2. What do you view to be the pragmatic and moral considerations taken into account in each of the two approaches discussed in the case?<\/li>\n\n\n\n
          3. It is important to recognize that advertising decisions are not made in isolation. That is, in responding to the crisis, advertising professionals must balance economic, social, and environmental considerations as well as immediate short-term and longer-term consequences. Can you think of consequences both intentional and unintentional that might arise as advertising undertakes efforts to stem climate change?  How might (and how should) these considerations factor into ethical decision making in these early days of developing the industry response to this global crisi ?<\/li>\n<\/ol>\n\n\n\n

            Weblinks<\/h3>\n\n\n\n
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            1. Report resource: IPCC [Intergovernmental Panel on Climate Change], \u201cClimate Change 2022: Mitigating Climate Change,\u201d https:\/\/www.ipcc.ch\/report\/ar6\/wg3\/downloads\/report\/IPCC_AR6_WGIII_SPM.pdf<\/a><\/li>\n\n\n\n
            2. Article resource: \u201cWhy the IPCC Shone the spotlight on ad agencies still working with fossil fuel clients, \u201cApril 7, 20233. https:\/\/www.thedrum.com\/opinion\/2022\/04\/07\/why-the-ipcc-shone-spotlight-ad-agencies-still-working-with-fossil-fuel-clients<\/a><\/li>\n\n\n\n
            3. United Nations release: \u201cCauses and Effects of Climate Change.\u201d https:\/\/www.un.org\/en\/climatechange\/science\/causes-effects-climate-change#<\/a><\/li>\n\n\n\n
            4. Article resource: \u201cBig Advertisers are discovering their digital-advertising campaigns carry a bit carbon tax,\u201d Business Insider,<\/em> July 25, 2022. https:\/\/www.businessinsider.com\/making-net-zero-possible-the-hidden-impact-of-digital-ads-2022-7<\/a><\/li>\n<\/ol>\n\n\n\n

              Activist websites<\/strong><\/p>\n\n\n\n

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              1. Fossil Fuel Media. https:\/\/fossilfree.media\/<\/a><\/li>\n\n\n\n
              2. Purpose Disruptors. https:\/\/www.purposedisruptors.org\/<\/a>  <\/li>\n\n\n\n
              3. Clean Creatives. https:\/\/cleancreatives.org\/<\/a><\/li>\n\n\n\n
              4. Video resource (34:03): \u201cThe Clean Creatives Toolkit for Agency Activists,\u201d You Tube, <\/em>https:\/\/www.youtube.com\/watch?v=N_ikIgjqrBQ<\/a><\/li>\n\n\n\n
              5. Report: \u201cADNet Zero: all for none,\u201d https:\/\/adnetzero.com\/wp-content\/uploads\/2022\/11\/AdNetZero_Guide_Digital_2022.pdf<\/a><\/li>\n\n\n\n
              6. Report: \u201cGlobal Alliance for Responsible Media\u201d [report can be downloaded at no cost here], World Federation of Advertising, https:\/\/wfanet.org\/leadership\/garm\/about-garm<\/a><\/li>\n\n\n\n
              7. Report: \u201cGARM Sustainability: Action Guide to Reduce Media Greenhouse Gas Emissions,\u201d June 2023. https:\/\/wfa_garm+guide+to+sustainable+media.pdf<\/a><\/li>\n\n\n\n
              8. Report: \u201cThe Rise of Sustainable Media,\u201d Dentsu and Microsoft, [report can be downloaded at no cost here]. https:\/\/www.dentsu.com\/nl\/en\/reports\/rise_of_sustainable_media_report<\/a><\/li>\n\n\n\n
              9. Video resource (02:08): \u201cHow can marketing be part of the solution to a sustainable future? Introduction to WFA and Kantar\u2019s Sustainable Marketing 2030 Initiative.\u201d You Tube <\/em>https:\/\/www.youtube.com\/watch?v=OJ5O-jdiEqQ<\/a>.<\/li>\n\n\n\n
              10. AdWeek <\/em>special section: \u201cAdweek State of Sustainability,\u201d https:\/\/www.adweek.com\/brand-marketing\/state-of-sustainability-2023\/<\/a><\/li>\n\n\n\n
              11. Video resource: \u201cHow to Make radical climate action the new normal,\u201d Al Gore TED Talk, <\/em>October 2021, https:\/\/www.ted.com\/talks\/al_gore_how_to_make_radical_climate_action_the_new_normal?language=en<\/a><\/li>\n\n\n\n
              12. Video resource: \u201cWhat the fossil fuel industry doesn\u2019t want you to know.\u201d Al Gore TED talk<\/em>, July 2023. https:\/\/www.ted.com\/talks\/al_gore_what_the_fossil_fuel_industry_doesn_t_want_you_to_know\/transcript?language=en<\/a><\/li>\n\n\n\n
              13. Article resource: \u201cMost Media Agencies Won\u2019t Admit They\u2019re Pitching Shell,\u201d AdWeek<\/em>, June 6,2003.<\/li>\n\n\n\n
              14. Article resource: \u201cDigital Advertising\u2019s Contribution to Scope 3 Emissions\u201d Media Math, <\/em>February 2023, <\/em>https:\/\/www.mediamath.com\/blog\/digital-advertisings-contribution-to-scope-3-emissions\/<\/a><\/li>\n<\/ol>\n\n\n\n

                Additional resources on Greenwashing<\/strong><\/p>\n\n\n\n

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                1. Website resource: \u201cThe History of Greenwashing and Its Modern Evolution,\u201d The Climate Club.<\/em> https:\/\/www.theclimateclub.co\/sustainabilityblog\/the-history-of-greenwashing-and-its-modern-evolution<\/a><\/li>\n\n\n\n
                2. Website resources: \u201cGreenwashing Information Center,\u201d Institute for Advertising Ethics. https:\/\/www.iaethics.org\/greenwashing?ss_source=sscampaigns&ss_campaign_id=63d92fd9e97b1c05b3f8d925&ss_email_id=63d970102395206628fdb8a7&ss_campaign_name=Looking+Forward+to+2023&ss_campaign_sent_date=2023-01-31T19%3A46%3A42Z<\/a><\/li>\n\n\n\n
                3. included here:\n