Ethics in Advertising

(Junior Marketing Class)

Anticipatory Set: Call the class to order and inform them that a current senior Advanced Marketing student would like to address them regarding taking Advanced Marketing during their senior year.  Also, state to the class that the student guest speaker is getting some extra credit for doing a good speech, that is why the video cameras are being used.  Introduce the student as the DECA Chapter’s Vice President of Communications.  Begin videotaping.

The student talks about Advanced Marketing, both the classroom portion and the job portion, and DECA Chapter activities.  He/she presents a convincing promotion for the Advanced Marketing program, but also

·         defames the other cooperative education program instructors by name,

·         makes a misleading statement about 100 free points that I give at the beginning of each grading period to all students who take Advanced Marketing,

·         lies that I don’t flunk anybody,

·         lies that DECA students get paid more than other entry-level student employees in their jobs, and

·         exaggerates that I don’t care if there are girls in the boys’ hotel rooms during DECA travel.

Following the presentation, I place the tape in the player and ask the students for their reactions to the presenter’s remarks, good and bad.  I discuss any comments offered, and lead the class in the direction of the voracity of presenter’s statements.  I then tell the students that the presentation was intentionally unethical.  I seek reactions from them to the fact that they might have believed the speaker’s comments.

Objectives:  The student will be able to differentiate between ethical and unethical practices in advertising.

Instructional Input:  I ask the students what unethical advertising means to them, and discuss their remarks.  I call the students’ attention to the video so as to identify the unethical portions of the presentation.  During the video review I point out slanderous statements, misleading statements, and outright lies in the presentation.

Using the classroom computer and projector, I display the WebPages for the Center for the Study of Ethics in the Professions: Codes of Ethics Online Project  << http://csep.iit.edu/codes/index.html>>, and proceed directly to the Code of Ethics Index and briefly review its contents.  Next, go to the Business link and review the listing briefly, then to the American Association of Advertising Agencies' link.  Review the Creative Code in detail.  Next, click to the American Advertising Federation link and review all key points and define all terms.

Check for Understanding:  Write the following terms on the board:     “misleading statement”

“false statement”       “slander”     “libel”     “defamation”       “substantiation”       “bait advertising”

Call on individual students to give definition to the class.

Closure:  Hand out Advertising Campaign Project and review in detail.

Materials:  Video camera, tripod, VCR and TV, computer and projector connected to Internet.