Chapter 9: Media ConsiderationsChapter 9: Media ConsiderationsThe cases in this chapter examine the ethics of

advertising in various forms of media.

• What are ethical considerations when the interests of the media channel and those of the advertiser conflict?

• How can news media (and new media forms) be used—and abused?

• Are all media appropriate vehicles for advertisements?

Chapter 9 CasesChapter 9 Cases

• Case 38: Gatekeepers I: Closing the Door

• Case 39: Gatekeepers II: Opening the Door

• Case 40: Farewell to a “Sanctuary From Advertising”

• Case 41: Infomercials—”They Need to Make You Rich, Thin, or Beautiful. The Best Do All Three”

• Case 42: The Non-Advertising-Free Internet—In Search of a Balance

Case 38: Gatekeepers I: Case 38: Gatekeepers I: Closing the DoorClosing the Door

• Facts – Empirical Definition

• Values

• Principles

• Loyalties

• Should advertising spaces be available to anyone with something legitimate to say?

• Where does loyalty lie for advertising gatekeepers?

• Apply the utilitarian principle to closing the door of gatekeeping.

Same-sex Union announcements/ads have been permitted in some newspapers across the United States.

Case 38: Additional linksCase 38: Additional linksFor the editors — This is the code of ethics for the

American Society of Newspaper Editors.– History of ASNE.

In the closet — This is a website specifically designed for gay and lesbian advertising. It provides the mission statement for the Commercial Closet Association and what the organization stands for.

Working with gay advertisements — This article discusses Prime Access, Inc. as the first business to support gay and lesbian advertising in hopes so encourage other major corporations to do business with gay owned suppliers.

Getting the acceptance they want — This article discusses a North Carolina local newspaper that will accept and publish gay advertisements.

Case 39: Gatekeeper’s II: Case 39: Gatekeeper’s II: Opening the DoorOpening the Door

• Facts – Empirical Definition• Values• Principles• Loyalties

Protestors at the University of Illinois

VS

Political activist David Horowitz

Case 39: Additional linksCase 39: Additional linksProtest at hand — This article is directly from the

Daily Illini which covers the story behind the protests and the Horowitz ad.

Controversy over Horowitz’s ad — This article provides background information about David Horowitz and his idea for running the ad in college newspapers. It also provides a critically friendly view toward the ad and its purpose.

Violation of freedom of speech? — This article discusses yet another college campus that was introduced to Horowitz’s ad.

The Constitution — A look at the First Amendment to the Constitution.

At left is the advertisement that David Horowitz sent out to colleges and universities across the nation.

• What standards would be applied to make the evaluation of controversial ads?

•Should all ads that might be considered controversial or potentially harmful be rejected?

• How can Rawl’s Veil of Ignorance be applied?

Case 40: Farewell to a Case 40: Farewell to a “Sanctuary from “Sanctuary from

Advertising?”Advertising?”• Facts – Empirical Definition

• Values

• Principles

• Loyalties

Regal Cinemedia Corporation operates with cinema advertising. Loews Cineplex utilizes cinema advertising—the latest trend in theaters. American Express pitched a recent commercial, which can be seen in theaters.

• Should there be any commercial advertising at all in movie theaters?

• In what ways can theaters advertise without totally disrupting a consumer’s movie going experience?

Case 40: Additional linksCase 40: Additional linksPut an end to the commercials —An open letter

from the Captive Motion Picture Audience of America addressed to the Regal Entertainment Group protesting the use of commercials in cinemas.

What is the Regal Entertainment Group? — The homepage for the company, which provides information about REG and cinema advertising. – History of cinema advertising from

Screenvision.“Revolutionizing the Industry” — Information about

“2wenty,” as it is a part of the Regal Entertainment Group.

Class action lawsuit — Court documents from the Fisch vs. Loews Cineplex case.

Case 40: Additional linksCase 40: Additional links

“Customers have a choice” — Discusses Ralph Nader’s plan of action toward cinema advertising in favor of moviegoers.Poll the audience — CNN QuickVote results for cinema advertising. Commentary — Commentary about cinema advertising provided by Andy Rooney

Article out of the Washington Times about cinema advertising.

Case 41: Infomercials—”They Need Case 41: Infomercials—”They Need to Make You Rich, Thin, or to Make You Rich, Thin, or

Beautiful. The Best Do All Three.”Beautiful. The Best Do All Three.”• Facts – Empirical Definition• Values• Principles• Loyalties

As Seen On TV and QVC lead the way for infomercials. The Gazelle by Tony Little is featured in infomercials, and celebrities such as Dionne Warwick appear in infomercials.

• Are infomercials unethical, individually or collectively?

• Between the consumer and the advertiser, whose responsibility is it to tell the difference between an ad and real content?

Case 41: Additional linksCase 41: Additional linksCode of Advertising — Outline of the Code of Advertising

by the Better Business Bureau.“Infomercial Marketers Settle FTC Charges” this article

discusses the charges placed on Kevin Trudeau for producing deviant infomercials for various products.

General Advertising Policies — Frequently asked advertising questions and various links to documents within the Federal Trade Commission.

Hard to tell the difference — This article discusses the deception of infomercials. It also mentions various products that misled consumers to purchase them.

A single TV channel dedicated to infomercials — Video clip of one of the many products advertised on QVC.

Infomercials index — over 400 infomercials available on the Internet (provided by the Infomercial Index).

Case 42: The Non-Case 42: The Non-Advertising-Free Internet—In Advertising-Free Internet—In

Search of BalanceSearch of Balance

• Facts – Empirical Definition• Values• Principles• Loyalties

Websites, such as Orbitz, rely on Internet advertising for support. However, Internet Service Providers, such as AOL and Earthlink, block pop-up ads connected to websites.

• What are the relevant ethical dimensions for content providers, advertisers, and Internet users?

• Is a balance possible for Internet advertisers and viewers?

• Do high levels and aggressive forms of Internet advertising endanger the future medium?

Uses pop-up advertisements

Prevents pop-up advertisements

Case 42: Additional linksCase 42: Additional linksGuidelines and law for Internet advertising from the FTC,

including Dot Com Disclosures. Rich media — This article discusses rich media on PCs as

an explosive new medium for advertising.I see ads (they’re everywhere) — This site contains

various types of Internet advertisements (interactive). This site is part of Eyeblaster Inc.

The ugly side of Internet advertising — This article discusses how Gator.com gave Internet marketing a bad reputation. More information about Gator (GAIN).

Orbitz ads — This article discusses Orbitz’s use of advertisement on the Internet.

Pop-up prevention — This article announces AOL’s decision to prevent pop-up ads on AOL 8.0– Earthlink to do the same.