Eric RollerJordan SheckmanJennifer Socias

Journal of Public Policy and MarketingReport released in February 1997 by the Pontifical Council for Social CommunicationsComments on the state of advertising worldwideRaises several ethical questions regarding advertising practices

History of the Pontifical Council for Social Communications (PCSC)Formed on March 1, 1989To deal with questions concerning the instruments of social communication, so that also by these means the message of salvation and human progress may serve the growth of civilization and moralityAfter 3 years of preparation, the document entitled Ethics in Advertising was published on February 22, 1997A Little Background

A Roman Catholic ArchbishopThe president of the Pontifical Council for Social CommunicationsOrdained in Philadelphia, Pennsylvania, USA, in 1962, and was named an Archbishop and appointed to his present position in 1984He holds a doctorate in philosophy and a master's degree in journalismJohn Patrick Foley

Marquette University Marketing FacultyDegrees inPh.D. in MarketingM.B.A.B.S. in Business AdministrationResearch InterestsMarketing ethicsMarketing strategyBusiness ethicsMarketing and societyMember of the editorial review board of the Journal of Marketing for 15 yearsHas published 6 books and over 100 journal articles and papersDr. Gene R. Laczniak

Foleys summary of the reportIntroductionBenefits of AdvertisingEconomicHelps economic growth helps human developmentPoliticalEducation of political parties and candidatesCulturalAds can be entertaining and motivate positive actionsMoral and ReligiousDelivering messages of faith, of patriotism, of tolerance, compassion and neighborly service

Are Marketing and Advertising Fundamentally Exploitive?YES

Foleys summary of the report (cont.)Harms of AdvertisingEconomicDeceptive advertisingPromoting a life of unbridled consumptionPromoting irrational buying decisionsPoliticalHigh advertising costsNature of political ads disrupt the democratic processEx. The 2006 ElectionAre Marketing and Advertising Fundamentally Exploitive?YES

Foleys summary of the report (cont.)Harms of AdvertisingCulturalMisrepresenting nations, cultures and womenEx. BoratPromoting superficiality and neglecting educational and social needs of market segmentsMoral and ReligiousInappropriate contentEncouraging feelings of envy, status-seeking and lustAre Marketing and Advertising Fundamentally Exploitive?YES

Foleys summary of the report (cont.)Ethical and Moral PrinciplesTruthfulnessDignity of the human personSocial responsibilityConclusionAdvertisers are responsible for using ethical advertisingThe industry should use voluntary ethical codesThe government should intervene1998 Public Policy ConferenceAgrees with the reportAreas the report does not coverNot the church claiming a monopoly on truth, but rather trying to articulate a consensusAre Marketing and Advertising Fundamentally Exploitive?YES

The Statements Fundamental Structure and MethodLaczniak argues that the conclusions are overstated, only partially true, economically nave, and socially idealisticIn order for the essay to be credible, it should be supported not by sectarian, religious documents but mainly by references to the most current and reputable social science and business literature dealing with the social outcomes of advertisingThe multiple criticisms only raise more issues rather than suggest solutionsThe Statements Likely Impact: Ideal or ActualIt will be difficult for the statement to have much impact on the business world without some sort of publicity to upper-level marketing and advertising executives

Are Marketing and Advertising Fundamentally Exploitive?NO

Observations Likely to Be AttackedThe clergy lacks economic understanding and presents their observations critically and without justification.1. Brand-related advertising is criticized for causing irrational buying patterns and serious ethical problems, but there is no clear evidence presentedLaczniak argues that branding enables consumers to accrue a shorthand form of product identification and provides them with a longitudinally consistent indicator of price and quality across product categoriesVaticans authority is questioned with vague and critical analysis.

Are Marketing and Advertising Fundamentally Exploitive?NO

Observations Likely to Be Attacked (cont.)2. Political Advertising is attacked for only having competitive negative messages and being dysfunctionalIt is true that traditional interpersonal communications have evolved into mass communications sometimes containing destructive negative advertising, but it is protected by the 1st Amendment of the US ConstitutionHow much else will church leaders want to censor?3. The Vatican portrays media practitioners as facing choice: help human persons to grow in their understanding and practice of what is true and good, or be the destructive forces in conflict with human well beingLaczniak argues that human nature is not either black or white, everything is not either all good or all badThis is a simplistic way of thinking

Are Marketing and Advertising Fundamentally Exploitive?NO

Moral Principles Relevant to Improving Advertising EthicsThe PCSC Essay suggests truthfulness, human dignity, and social responsibility be used in the judgment of ethical advertisingThese issues have already been discussed by the advertising community itselfThere are professional codes of advertising ethics, as well as the lawEx. Phone carriers, PETA billboard, and child obesity

Are Marketing and Advertising Fundamentally Exploitive?NO

So Who Wins?YOUDECIDE!

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