Problems With Standardized Testing Essay -- Standardized Testing Essay

In Standardized Testing and Its Victims, an article written for Education Week, Alfie Kohn states: Standardized testing has swelled and mutated, like a creature in one of those old horror movies, to the point that it now threatens to swallow our schools whole.... Our children are tested to an extent that is unprecedented in our history and unparalleled anywhere else in the world. While previous generations of American students have had to sit through tests, never have the tests been given so frequently, and never have they played such a prominent role in schooling. (1) Kohn accurately describes one of the main flaws in America’s education system: standardized testing. According to the article No Child Left Behind, legislation passed in 2002 requires schools to submit scores to the state every year for evaluation (1). Originally intended to be used for improvement, the scores of these annual assessments are overused and have become the sole representation of a school’s success. It is nearly impossible to create an advanced future by reforming schools based on an unreliable assessment tool. Standardized testing is an inaccurate measurement of a student’s abilities because it ignores other forms of aptitude, discriminates against certain students, and negatively affects education methods. Standardized testing piles an immense amount of pressure onto all parties involved. A report compiled by Joan L. Herman and Shari Golan entitled Effects of Standardized Testing on Teachers and Learning– Another Look explains the main causes of pressure from standardized testing. School districts use the scores to evaluate teachers and hold teachers accountable for the scores. Insufficient performance could endanger the teacher’s job and poten... ...a.edu/products/reports/Tech334.pdf Hicks, Molly G. â€Å"The Cons of Standardized Testing.† Standardized Testing. n.p., 2005. Web. 14 April 2012. http://astro.temple.edu/~mhicks/standardizedtestingcon.html â€Å"How Standardized Testing Damages Education.† Fairtest. n.p., 20 Aug 2007. Web. 17 April 2012. http://www.fairtest.org/facts/howharm.htm Kohn, Alfie. â€Å"Standardized Testing and Its Victims.† Education Week. Editorial Projects in Education, 27 Sep. 2000. Web. 15 April 2012. http://www.edweek.org/ew/articles/2000/09/27/04kohn.h20.html â€Å"No Child Left Behind.† Education Week. Editorial Projects in Education, 19 Sep. 2011. Web. 14 Apr. 2012. http://www.fairtest.org/facts/howharm.htm Young, Katie. â€Å"What’s So Bad About Standardized Testing?† Standardized Testing. Michigan State University, n.d. Web. 17 April 2012. https://www.msu.edu/~youngka7/cons.html

Reaction 12 Angry Men

12 Angry Men: Reaction Paper The film 12 Angry Men gives an inside look at the inner workings of a jury deliberation as twelve random strangers are called to do their civil duty. In a group of diverse people from different backgrounds, Henry Fonda’s character attempts to convince the rest of his fellow jurors not to easily convict a troubled young man just because it would be the simple solution to all of their problems. The jurors are placed in extreme circumstances in which heat and angst drive them to push for a guilty verdict, despite the clear evidence of reasonable doubt presented through the trials facts.In the end, Henry Fonda’s character gets the other jurors to realize that all of the evidence is circumstantial and they present a not guilty verdict to the judge. This film presents a situation in which it becomes clear that previous prejudices can influence the verdict that certain jurors hand down. It is difficult for people to become unbiased, even in cases t hat require them to be. The backgrounds of the various jurors came to light throughout their deliberations. The one juror that took the most convincing was one that was carrying emotional baggage involving his own tumultuous relationship with his estranged son.Another juror clearly looked down on the defendant’s impoverished background. One man could care less about the situation and just wanted to make a baseball game that night. The jurors had their reasons for voting the ways that they did, but this proves that everyone has bias based on their backgrounds and past life experiences. The only way that someone can form an opinion is because they have a moral compass that guides them as to what they accept to be right and wrong. This is what drives a person’s beliefs, and this is what influences them the most if they are placed on a jury.The deliberation room also caused an uncomfortable situation for the jurors. Most people dread the day that they will be called upon t o serve on a jury. It seems like a tedious job that takes away from the important things in their personal lives. The extreme heat in the room, plus the eventual rain just heightened the tension, and may have caused the jurors to argue with one another. Most of the jurors just wanted to get out of there, but they were reminded that there was a person’s life at stake and they could not take that responsibility lightly. This is an important point o remember because most people do not care one way or another whether a person they do not know goes to jail or not. This is why everyone should take their civil duties seriously. The jurors treated the defendant as if he was the one who had to prove his innocence, as opposed to the commonly held notion of the prosecution being given the burden of proof. Everything in the case was his fault. Because the knife was unusual, he had to have been the one to stab his father. Because the lady said she saw him killing someone, then she must ha ve been telling the truth.To the jurors who presented a vote for guilt, all of the evidence was clear and they had no doubt that the man was guilty. Henry Fonda’s character presents to his peers that the defendant did not even have to open his mouth. He should not have to prove his innocence, it is implied in the Constitution. This helps show why evidence gathering is so important to cases. If evidence is gathered properly, then bias can show through in police work. The jurors assumed that the cops were diligent with their investigation, so the defendant must be guilty because the cops would not have arrested him if he were not.The bias of the jurors in favor of law enforcement officers persuaded them to vote for a conviction while deliberating. The jurors also were presented with evidence that was circumstantial at best. Henry Fonda’s character attempts to prove that the facts of the case do not add up. Everything that the prosecution had laid out before them was base d on multiple assumptions. They assumed that the lady across the street could see through a passing train. They assumed that the old man could walk to his front door in 15 seconds.They assumed that the boy would stab his father downward in the chest. All of these assumptions would lead anyone to believe that the young man was guilty, but when taken as parts of a whole, the case starts to break down. The lady could not have seen the boy through the train from 60 feet away at night if she wore glasses. The old man could not get up from his bed and make it to his door if he was walking with a limp. The defendant could not have stabbed his father downward because his instincts with a switchblade would have told him to stab forward, not down.It is surprising how poorly the case was thrown together, yet random strangers were so convinced that they were right to want to convict a seemingly troubled young man based on simple assumptions. Henry Fonda’s character was not trying to prov e that the young man was innocent. He was trying to prove that there was reasonable doubt in the case. In the beginning of the votes, he insisted that he voted not guilty because he believed that the boy deserved better than a five-minute deliberation when a life is at stake. It is hard for common people to place themselves in others’ shoes because most people do not see themselves as criminals.Anyone who has a previous history of delinquency is automatically assumed to be a repeat offender when it comes to crime. The beauty of the U. S. criminal justice system is the fact that innocence does not have to be proven. Everyone is assumed to be innocent, but this is hard for jurors to contemplate when they have been presented with what they believe to be facts by the prosecution. The bias of the various jurors was apparent throughout the deliberation. Only when the rest of the men refused to entertain foolishness did one juror give up his prejudice rant against people from the sl ums of town.No matter how much a jury is supposed to be fair, everyone will have bias in their decisions because decisions are based on past experiences of others. The criminal justice system is not perfect, but it attempts to be fair to those who cannot defend themselves. This film shows a positive point of the trial system. One person stands up for the defendant and tries to prove that his life is worth at least a second look. This is why most people would rather have a jury of their peers determining their fate, as opposed to a single judge and executioner.

Symptoms And Treatment Of Bipolar Disorder - 1422 Words

In an article produced by Brown University (Psychopharmacology, 1998), at least two million Americans, or between 1 to 2 percent of the population, suffer from bipolar disorder. Catherine Zeta-Jones, Virginia Woolf, and Vincent Van Gogh are just a few famous examples known to have been diagnosed with bipolar disorder (Bhatia, 2014). According to Nick Craddock (1999) of The Journal of Medical Genetics, â€Å"bipolar disorder, also known as manic depressive illness, is a complex genetic disorder in which the core feature is pathological disturbance in mood ranging from extreme elation, or mania, to severe depression usually accompanied by disturbances in thinking and behavior.† These episodes can take an extreme toll on family structures, as well as simple everyday activities for the patient. There have been many research studies done to find what exactly causes bipolar disorder, though no conclusive answer has been found. Although a cause has not been discovered, researchers ha ve come upon many correlations between those diagnosed and the disorder. These correlations include, heritability, alcohol and other drug abuse, and leadership positions (Edvardsen et al, 2008; Carmiol et al, 2014; Kyaga et. al, 2015). In the following paper, the roles that these correlations play in bipolar disorder will be further investigated. It is hypothesized that those with bipolar disorder more often than not have someone in their family that also has the disorder and that they will most likelyShow MoreRelatedBipolar Disorder : Symptoms And Treatment854 Words   |  4 Pagesmedical condition known as bipolar disorder. Bipolar disorder is when a person suffers from severe shifts in mood and energy. In most cases, bipolar disorder can be treated and people with the illness can live normal and productive lives with the help of medication and or therapy. Aiken, C. (2010). Family Experiences of Bipolar Disorder: The Ups, the Downs and the Bits in Between. Retrieved from Ebsco Host. In this book the author discusses her own dealings with Bipolar Disorder. She goes on to say howRead MoreSymptoms And Treatment Of Bipolar Disorder1489 Words   |  6 PagesDiego City College Bipolar disorder, also called manic-depressive disorder, is a disease that affects thousands of people all over the United States of America. According to Sarris (2011) approximately 1-2% of adults will be affected by bipolar disorder in their lifetime. While some individuals may go undiagnosed, the prevalence percentage can raise to as much as 4% when including milder subclinical presentations (Sarris, 2011). Bipolar disorder can cause severe dysfunction in theRead MoreSymptoms And Treatment Of Bipolar Disorder1125 Words   |  5 Pageswith several mental disorders. The major diagnosis would be bipolar disorder. She also suffers from borderline personality disorder, Post-traumatic stress disorder (PTSD), and anxiety. The American Psychiatric Association s Diagnostic and Statistical Manual of Mental Disorder defines bipolar disorder as a recurrent mood disorder that includes periods of mania or mixed episodes of mania and depression (Murphy, 2012, p. 44-50). It was previously kn own as manic depressive disorder. It is most commonRead MoreBipolar Disorder Treatments : Symptoms And Symptoms2309 Words   |  10 Pages Bipolar Disorder Treatments Kelly Miazga Metropolitan State University December 8th 2014 â€Æ' Bipolar disorder treatments Introduction Bipolar disorder, also known as manic depression or bipolar affective disorder is a mood disorder where the patient experiences episodes of extreme highs known as mania and extreme lows known as depression. Periods of mania and depression vary per person. A person who is displaying a manic episode shows typical symptoms of elevated mood, extreme happiness or irritabilityRead MoreBipolar Disorder : Symptoms And Treatment2115 Words   |  9 Pages Bipolar Disorder The Bipolar disorder or you can call it manic depression, it is a often diagnosed and draining frame or state of mind disorder which causes huge shifts in temperament and frame of mind. The word bipolar means that the two main polar extremes in which a person with the disorder experiences. According a part of the National Institutes of Health that watches over neurological and psychological research this disorder affects about 2.1 million adultsRead MoreSymptoms And Treatment Of Bipolar Disorder963 Words   |  4 Pagesthat goes by we hear someone being labeled as bipolar or another celebrity is getting diagnosed as being bipolar after their spurts of erratic behavior. I had to ask the question, does anyone really know what it means to be bipolar? Bipolar disorder, also known as manic-depressive illness, is a brain disorder that causes unusual shifts in mood, energy, activity levels, and the ability to carry out day-to-day tasks (NIMH). Suffering from bipolar disorder can mean su ffering from drastic changes in moodRead MoreSymptoms And Treatment Of Bipolar Disorder1274 Words   |  6 Pagesconclusion, Ben Tang was diagnosed with bipolar II disorder indicated by DSM-5 at age 47. He experienced symptoms such as feeling depressed, suicidal thoughts, and worthlessness in depressive episodes. He experienced symptoms such as racing mind, trouble falling asleep, and committing reckless behaviors in hypomanic episodes. It can be challenging to live with bipolar disorder because the symptoms can be hard to deal with. There are several ways to manage bipolar disorder, include medications, support groupRead MoreSymptoms And Treatment Of Bipolar Disorder1220 Words   |  5 PagesThe history of bipolar disorder is perhaps just as complex as the condition itself. Bipolar is highly recognized as a treatable disorder. The more we learn about bipolar disorder, the more people may be able to receive the help that they need. Centuries passed and little new was discovered about bipolar disorder until French psychiatrist Jean-Pierre Falret published an article in 1851 describing what he called â€Å"la folie circulaire,† which translates to circular insanity. The article details peopleRead MoreSymptoms And Treatment Of Bipolar Disorder762 Words   |  4 Pages Bipolar Disorder 2 Disorder history, In the 19th century psychiatry, mania had a broad meaning of craziness, hypomania was equated by some concepts of â€Å"partial insanity† or monomania. Bipolar disorder origins in 1854, Jules Baillarger and Jean-Pierre Falret, independently present descriptions of the disorder to Academie de Medicine in Paris. German neuropsychiatrist Emanuel Mendel in 1881 wrote â€Å"that heRead MoreSymptoms And Treatment Of Bipolar Disorder1442 Words   |  6 Pagesmental illness. For example, manic depressive illness, or bipolar disorder, is a cognitive disease which affects â€Å"about 2.6% of the U.S. population† every year (DBSA). Along with the vast number of patients stricken with bipolar, are also a plethora of symptoms, with researchers and patients reporting, â€Å"unusual shifts in mood, energy, activity levels, and (an inability) to carry out day-to-day tasks† (NIMH). Along with the symptoms of bipolar are several factors that contribute to the presence of the

The Classical School Of Criminology - 1174 Words

During the Enlightenment period, Cesare Beccaria developed the Classical School of Criminology with help from philosopher Jeremy Bentham. With the similar philosophies of Beccaria and Bentham, the classical theory of criminology was then developed, creating a strict and proportional criminal justice system. Deriving from the Rational Choice Theory, the classical theory of criminology states that rational behavior can be controlled in order to deter criminal activity. This idea comes from the thought that humans have free will when making decisions, and often use the practice of hedonistic calculus when weighing out these decisions. Hedonistic calculus refers to when one believes that the benefit of committing an act outweigh the punishment, they will commit that act. On the contrary, if one believes the punishment outweighs the benefits they would receive, they will not commit the act. With the use of the Rational Choice Theory as well as hedonistic calculus, Beccaria and Bentham bot h recognized that if a crime was accompanied by a swift and certain punishment proportional to that specific crime, this would prevent offenders from committing that act. Relying on punishment for deterrence, not retribution, Beccaria and Bentham believed that crime could be prevented if the could-be criminal believed the punishment for the crime in mind outweighs the personal benefits they could have gained. Beccaria states that there are three main crimes: those that run contrary to socialShow MoreRelatedThe Classical School Of Criminology996 Words   |  4 Pagesthe Classical School of Criminology was established. The Classical School of Criminology was founded by Cesare de Baccaria and Jeremy Bentham. The Classical School of Criminology has played a very important role in implementing changes to the criminal punishment system. One of the most significant features of the Classical School of Criminology is its stress on the person as a human being who is competent enough to calculate whether or not they will commit a crime (Lilly, 2011). The Classical SchoolRead MoreThe Classical School Of Criminology935 Words   |  4 Pagesprinciples of the Classical School of Criminology? The major principles in the Classical School of Criminology are that humans are rational and that our behavior comes from free will, and our human behavior is derived from pain and pleasure. To deter criminal’s punishment is necessary, which may set an example for others. As well as crime prevention should be implemented with quick regulated punishment for violations of the law. What were some forerunners of classical thought in criminology? Some forerunnersRead MoreClassical School Of Criminology2140 Words   |  9 PagesSome of the most important and influential thinkers of the Classical School of criminology, begin with John Locke. John Locke was among the most famous philosophers and political theorists of the 17th century. He is often regarded as the founder of a school of thought known as , and he made foundational contributions to modern theories of limited, liberal government. He was also influential in the areas of theology and religious toleration. According to Schmalleger (2012), Locke stressed the dutiesRead MoreThe Classical School Of Criminology1216 Words   |  5 Pagesfamous schools of that are Classical Theory and Biological/Positivist Theory. These theories contain insights to why people commit crimes and the most effective way to deal with these individuals and eventually reduce the crime rate. This paper will discuss how these schoo ls of thought compare to each other, the Christian Worldview and to United States current criminal justice system. The first step to compare these theories is to better understand them. The Classical School of Criminology â€Å"refersRead MoreThe Classical School Of Criminology1485 Words   |  6 Pages1. Answer the following with respect to classical school of criminology: A. Discuss the historical context of the origins (emergence) of this perspective.   When did it arise?   Was it a response to any previous perspectives? The classical school of criminology is foundationally based upon the history of crime and punishment. Throughout history, crime was dealt with in an extremely harsh and inhumane manner. Criminals and suspected criminals were quartered, burnt at the stake, tortured, and subjectedRead MoreThe Classical School Of Criminology1327 Words   |  6 Pagesfamous schools of thought are Classical Theory and Biological/Positivist Theory. These theories contain insights into why people commit crimes and the most effective way to deal with these individuals and eventually reduce the crime rate. This paper will discuss how these schools of thought compare to each other, the Christian Worldview and to United States current criminal justice system. The first step to compare these theories is to develop an understanding of them. The Classical School of CriminologyRead MoreThe Classical School Of Criminology776 Words   |  4 PagesCh3 q1. The major principles in the classical school of criminology include as a being, one makes fundamentally sane decisions, and those decisions come from liberated will that is accompanied with coherent choosing. Another standard is painfulness and happiness, which are used as determining factors of human conduct. As a deterrent, violations of the law set the standard for the rest of society to abide by. Ones principles of acceptance and non-acceptance are inherent in our lives, in which it cannotRead MoreClassical And Positive Schools Of Criminology875 Words   |  4 PagesThere are several theories of crime that originated from both classical and positive schools of criminology. The various crimes that occur within society have shifted the manner of how Americans live their lives. According t o Lilly (1989) the various changes within American society has become a dominant feature of American life and a persuasive warning that the social fabrics of urban slums brew crime. Robert E Park, a newspaper reporter of the 1930’s according to Lilly et al (1989) concluded thatRead MoreClassical and Positive School of Criminology Essay1020 Words   |  5 PagesThe Classical School of Criminology and the Positive School of Criminology are two of the main theories that try and explain the behavior of delinquents. The Classical School of Criminology was developed in the late 1700s by Cesare Beccaria. Classical theorists were trying to decrease punishment and obtain equal justice for all. According to Beccaria and Jeremy Bantham, and English philospther, human nature is characterized by three central features: 1) People are not bound by original sinRead MoreThe Pros And Cons Of The Classical School Of Criminology791 Words   |  4 PagesThe Classical school of criminology can be known as the free will to act at one’s own discretion, where an individual chooses to break the law upon a desirable choice. The Classical emphasizes how the system was organized, punishments for crime, and how authorities should react to crime. On the other hand, positivist school was created to see what influences an individual to break the laws, based on human beings’ behavior. Positivist school is simply trying to analyze who, what, and how crime is

Hiv And Aids Aids - 2422 Words

HIV AND AIDS It is hard to think of a place that HIV and AIDS is more drastic in Africa than in the Sub-Saharan part of Africa. Whereas, you hear that HIV AND AIDS is common in low and middle income countries and Sub-Saharan Africa in one of them. Uganda and South Africa is recognized for having the largest population of people living with HIV and AIDS. Most project, conference or debaters have visualized that the reasons for the widespread of HIV and AIDS is sexual transmission and infection. Most people do not realize that the increase in the widespread of HIV and AIDS in the Sub-Saharan Africa is lack of awareness, lean on cultural and religious belief, dissension of scientific community, and deprivation of political responsibility. Making a perception of a disease reduces the widespread of the disease or create awareness on solution to solve the diseases. In South Africa, the awareness of HIV and AIDS is very low as half of the population do not have a clear view on the causes of HIV and AIDS and other means of prevention. They do not have a knowledge of what HIV or AIDS is, why it happens, how it happens and how it can be prevented which can lead to more widespread. In South Africa, HIV was viewed as a curse or even an act of punishment. The South African denied creating awareness for AIDS because of the power of knowledge compared to power based in politics, not wanting their political governance to be overruled by the knowledge of the western world.Show MoreRelatedHiv / Aids And Aids1472 Words   |  6 PagesHIV/AIDS is the major ongoing issue attacking sub-Saharan Africa. The damage caused by HIV/AIDS strips families, communities, and increases poverty. In Kenya, the plague has mainly targeted those in the fertile and reproductive age groups. According to estimates by the United Nations of AIDS (UNAIDS), â€Å"Indication of 22.5 million people were living with HIV in Africa, over 1.6 million people were estimated to have died from this syndrome, and well over 11 million children have been orphaned by AIDSRead MoreAids : Hiv / Aids Essay1330 Words   |  6 PagesLauren Kennedy United States HIV/AIDS Part 1: Background of Topic: What became later known as aids was detected in West Africa when scientists identified a species of chimpanzees that had a version of this virus in their immune system. They later found out that the disease was transmitted to humans and created into HIV when people hunted these animals for food and came in contact with their infected blood. Decade after decade this illness swooped over Africa like a blanket and began to spread toRead MoreHiv/Aids Essay1086 Words   |  5 PagesHIV/AIDS BSHS302 May 21, 2012 Faye Flanagan HIV/AIDS Social issues facing HIV/AIDS today are as diverse as the people that are affected by the disease. Advocating for a large group of people takes action at the macro human service practice. The goals and intervention strategies will be similar to micro human service and will involve the same strategies to bring justice to human rights for all members of society. One strategy is including a broader range of other diversity in research inRead MoreThe Epidemic Of Hiv And Aids1535 Words   |  7 Pagespopulation include providing access to health care, HIV testing and syringe services programs. The Office of HIV Planning in Philadelphia focuses on the needs of the population, conducts community outreaches and educational sessions. As previously stated, 32 state Medicaid programs reimburse for routine HIV screening of adults aged 15-65 years, regardless of risk. This policy allows for individuals to more likely participate in this screening process. HIV testing can be done through health care professionalsRead MoreThe Effects of Hiv/Aids2132 Words   |  9 Pages | QUESTION: Discuss the impact of HIV/AIDS on education. CONTENTS 1.) Introduction. 2.) Discussion. i.)   loss of professionals to the effects of HIV and AIDS ii)   Funds channeled to combat effects of HIV and AIDS on education in Kenya iii) High dropout rates to the effects of HIV and AIDS on education iv) The introduction of HIV and AIDS as a unit on the Kenyan syllabus v)  Ã‚   Stigmatizations caused by the effects of HIV and AIDS on education in Kenya 3.) Conclusion Read MorePrevalence Of Hiv / Aids1525 Words   |  7 PagesPrevalence of HIV/AIDS in Ohio It was already stated that the HIV/AIDS epidemic impacts persons regardless of sex, age, race/ethnic group and/or geographic region in Ohio, but certain populations seem to be more impacted than others. There are 11, 544,225 people living in Ohio. 80% are white, 12% are black, 3% are Hispanic, and less than 2% are Asian. Each year in Ohio, about 1,000 people are diagnosed with HIV. In 2013, 1,180 people were diagnosed. Overall, there are almost 20,000 known to be livingRead MoreStigma of Hiv/Aids1812 Words   |  8 PagesStigma of HIV/AIDS It goes without saying that HIV and AIDS are as much about social phenomena as they are about biological and medical concerns. From the moment scientists identified HIV and AIDS, social responses of fear, denial, stigma, and discrimination have accompanied the epidemic. Discrimination has spread rapidly, fuelling anxiety and prejudice against the groups most commonly affected, as well as those living with HIV or AIDS. One of the main reasons for this is the lack of educationRead MoreHiv/Aids in Nigeria6960 Words   |  28 PagesLITERATURE 2.0 INTRODUCTION HIV/AIDs has been ranked among the common disease of all times that is threatening us with the extinction of youths and adults. It is not only terrorizing the entire generation but also kills and leaves millions of orphans for the oldest grandparent to carter for. 2.1 HIV/AIDS IN NIGERIA According to USAID brief (2004), Nigerian epidemic is characterized by one of the most rapidly increasing rates of new HIV/AIDS cases in West Africa. Adult HIV prevalence increased fromRead More AIDS/HIV Essay2283 Words   |  10 PagesHuman Immunodeficiency Virus (HIV), can be transmitted through unprotected sexual intercourse, sharing contaminated needles and syringes, mother to child (perinatal) and contaminated blood product (National Association of Health Authorities, 1988). 1.2 PURPOSE OF THE RESEARCH Late HIV diagnosis remains a major problem among black Africans in England. In 2007, about 42 per cent of black Africans diagnosed with HIV were diagnosed late (HPA, 2008a). This compromises their survival chances becauseRead MoreAids : Hiv And The Pursuit Of Happiness1366 Words   |  6 PagesThe AIDS epidemic has been a controversial debate for many years. As Sturken says in her text, there is discourse on AIDS of hysteria and blame, but AIDS also produces a discourse of defiance and criticism (Sturken 147). Using Sturken’s article AIDS and The Politics of Representation and the film Living Proof: HIV and the Pursuit of Happiness I will discuss the two different discourses and views of AIDS. These simultaneous discourses on AIDS, result from the variation of ways people in our society

Advertising Ethics a Contextual Response Based on Classical Ethical Theory Free Essays

string(209) " aside from greater semitivities to the environment and greater emphasis on a number of socially responsible actions, businesses, for the most part, still face ethical issues that were prevalent in the 1960s\." Advertising Ethics: A Contextual Response Based on Classical Ethical Theory Cornelius B. Pratt E. LincolnJames ABSTRACT. We will write a custom essay sample on Advertising Ethics: a Contextual Response Based on Classical Ethical Theory or any similar topic only for you Order Now F. P. Bishop argues that the ethical standard for advertising practitioners nmst be utilitarian. Indeed, the utilitarian theory of ethics in decision-making has traditionally been the preference of U. S. advertisingpractitioners. This article, therefore, argues that the U. S. advertising industry’s de-emphasisof ;ontological ethics is a reason for its continuing struggle with unfavorable public perceptions of its ethics – and credibility. The perceptions of four scenarios on advertisingethics and the analyses of the openended responses of 174 members of the American Advertising Federation to those scenarios suggest that advertising practitioners need a stricter adherence to deontological ethics than is indicated in this study. Advertising, a traditionally high-profile management function since World War II, perpetuates a paradox. On the one hand, it is commonly touted by business and the academy as a major economic, social and competitive force in post-world war economies. On the other hand, it is, invariably, a bull’s-eye for public wrath. Cowton (1992), Crisp (1987), and Litttechild (1982), for example, present evidence on consumer suspicion and antipathy toward and investor concerns about advertising Cornelius B. Pratt is Associate Professor in the Department of Advertising, at Michigan State University. His research has been published in suchjournals as the Journal of Media Planning, Journal of Business Ethics, Public Relations Review, Public RelationsJournal, Public Relations Quarterly, and Journalism Quarterly. E. LincolnJames is Associate Professorand Assistant Chairperson in tke Department of Advertising at Michigan State University. His work has appeared in several scholarlyjournals, including the International Journal of Advertising,Journal of Advertising, Journal of Direct Marketing, Journal of Media Planning, and Weberforschung und Praxis. ethics. Such antipathy and concerns have a considerable history, having begun earlier in this century (Rogers, 1990). Since a national meeting of the Advertising Federation of America in March 1942, during which it created a 39-point code of ethics for advertising during World War II (The New York Times, 1942), U. S. ublics and regulatory agencies and businesses worldwide have had a consuming interest in ethics. In his widely acclaimed book, The Ethics of Advertising, Bishop (t949) argues that the ethicai standards of advertising should â€Å"meet the practical requirements of society at a given stage of development† (p. 88). Thus he suggests utilitarian, relativistic, not rigid, standards of ethics for the ad industry. In Nevett’s (1985) rebuttal to Bishop’s (1949) argument, he concluded: â€Å"The ethical case for advertising stands in need of rigorous re-examination† (p. 04). The industry is not oblivious to such a need; existing programs are being revamped and others are being developed to respond to ethical issues. Indeed, selfregulation for socially responsible conduct has become an attractive option of industry associations as advertising practitioners report that their activities conform to the principles of business conduct, adopted March 2, 1984, by the Board of Directors of the American Advertising Federation (,~a~F)(Chonko et al. , 1987). This article re-examines advertising ethics and argues that the perfunctory adherence of the advertising industry to deontotogical ethics results in a public perception of the industry as more susceptible, on the average, to ethical dilemmas than are most other management functions. So pervasive is this perception that Bergerson (1991-1992), chairman of the Self-Regulation Committee of the AAF, criticized industry efforts that were largely directed at treating the symptoms of the problem rather than Journal of Business Ethics 13: 455–468, 1994.  © 1994 KluwerAcademic Publishers. Printed in the Netherlands. 456 C. B. Pratt and E. L. James Greyser and Reece’s (1971) update of the 1962 HBR study (Greyser, 1962) indicated that while business leaders had a continuing strong respect for the economic role of advertising, advertising standards had slipped in some areas from standards reported in 1962; and, advertising content, particularly its perceived truthfulness, drew major criticisms. More recent research underscores a rising tide of questionable practices and ethical problems among advertising practitioners (Carson et al. 1985; Hunt and Chonko, 1987; Nevett, 1985; Ossip, 1985; Rotzoll and Christians, 1980; Haefner, 1991). Consequently, Bergerson (1991–1992), for example, observes cynicism and indifference among the public toward advertising: â€Å"If the legislators, regulators and the public perceived advertisers to be more committed to legal and high ethical standards, their level of trust wilt rise and their level of unwelcome attention will fall† (p. 22). the problem itself. â€Å"Everyone in the industry should be interested in being a part of the solution,† Bergerson (1991-1992) wrote. The solution is to restore and maintain advertising’s credibility† (p. 22). Purposes of study The purposes of this study are twofold. First, it examines AAF members’ perceptions of four scenarios on advertising ethics, and analyzes their reasons for perceiving such scenarios as they did. Because members of the AAF — the largest association of advertising practitioners in the United States – operate in the trenches of the U. S. advertising industry, their perce ptions could be typical of those in the industry. Based on their comments, the present study argues that deontological ethics be applied more readily to decision-making than is currently the case. Second, this study links practitioners’ perceptions to ethical theories. Such a linkage is important because â€Å"(ethical) theories are like windows onto the world of moral reasoning. They are meant to provide vantage points from which important ethical decisions can be considered† (Lambeth, 1986, p. 25). The results of this study are, therefore, presented within the specific framework of classical theory: deontology. Theoretical framework: The classical ethical theory ofdeontology Advertising practitioners continually explore ethical systems that will guide their decision-making processes. Lambeth (1986) observes that such a â€Å"system of ethics cannot ignore the classical approaches of deontology and teleology, or the variants of them† (p. 28), and identifies the characteristics of such a system: A system of ethics must be flexible,but not so flexibleas to be a mere rationalization for the personal preferences of those who invoke it. In short, a systemmust have bite and give direction. Its precepts should offer continuity and stability, though not necessarilyinvariant outcomes. Rationale for study The growing literature on the morality of business practices indicates that, aside from greater semitivities to the environment and greater emphasis on a number of socially responsible actions, businesses, for the most part, still face ethical issues that were prevalent in the 1960s. You read "Advertising Ethics: a Contextual Response Based on Classical Ethical Theory" in category "Papers" The advertising profession, as business, is no less immune to the unsavory public perceptions of business ethics in general. Almost 30 years ago, while a Harvard Business Review (HBR ) survey of business leaders indicated great respect for and an improvement in the standards of advertising during 10 previous years, there was a greater tendency on the part of the leaders to think that a code of ethical pracnces was more desirable for advertising than it was for their own industries (Greyser, 1962). (p. 28) Kantian ethics, a time-honored classical ethical theory, provides the framework for discussing the implications of self-reported ethics for the advertising industry. Deontology is a duty-based, nonconsequentialist theory of ethics that asserts that certain, human actions are inherently† right or wrong. (Eighteenth-century German philosopher Immanuel Kant (1724–1804) provided much of the moral reasoning for pure deontology. ) The emphasis is on the doer’s actions. For example, it is always wrong to steal, lie or break a promise; it is one’s moral duty to Advertising and ClassicalEtflical Theory tell the truth and to keep one’s promises – regardless of the consequences. Universalizing an action is one criterion offered by Kant for determining the ethics of a decision or action. Does the decision, action, or advertising message treat people as ends or as means toward an end? Kantian ethics requires that the doer respect the rights, status and dignity of the people with whom she or he interacts. Deontology has a unique appeal to and major implications for the ethics of advertising practitioners. Consequently, the continuing search for clear-cut do’s and don’ts is a major focus of a number of advertising departments, agencies, and associations. One worldwide approach to such a search is the adoption of an ethics code whose imperatives, with a deontological bent, require, for example, that â€Å"we will not knowingly create advertisement that contains false or misleading statement or exaggerations, visual or verbal† (American Association, 1990). Such self-regulation by codes of ethics is, therefore, one far-reaching measure the advertising industry has taken to address the everyday ethical questions that it confronts. Such a strategy contradicts Ekehind and Saurman’s (1988) argument that such codes may not improve the professionalism of the practice. The rationale for such codes, argue advertising practitioners, is that the industry can distinguish right fi’om wrong. Beyond that, such self-regulation has the advantage of addressing headon some of the unfavorable public perceptions of advertising. The eight-item Advertising Principles of American Business, adopted March 2, 1984, by the American Advertising Federation Board of Directors, is replete with non-conditional, unequivocal â€Å"shalls† and â€Å"shall nots,† again, indicative of deontological requirements or proscriptions. Similarly, the Standards of Practice of the American Association of Advertising Agencies uses â€Å"musts† and â€Å"will nots† to disapprove unethical conduct among practitioners. These principles and standards satisfy both the principle of unity† and Kant’s categorical imperative and reject the notion of situational ethics (Briggs and Bernal, 1992). Thus, theoretically, the advertising practice embraces non-conditional ethical requirements. A number of professional associations that seek self-regulation of advertising in the United States have adopted a number of codes of conduct to 57 which practitioners are expected to adhere, emphasizing, in essence, the importance of deontological ethics. Research questions This study poses three research questions: a What are AAF members’ overall perceptions of advertising ethics as oudined in four scenarios on ethics? [] Do such perceptions vary significantly by the type of ethical issue confronted? a What ar e the implications of the classical theory† of deontology for the self-reported ethics of the sample practitioners? Method Questionnaire development A three-part questionnaire that had six statements on each of four potentially troublesome scenarios on moral issues was designed and pretested for clarity† and face validity on 20 respondents randomty selected from the relevant population. Responses to six statements on eachscenario were anchored on a four-point scale: 1 for â€Å"definitely yes,† 4 for â€Å"definitely no. † Respondents were requested 😠® comment briefly on their responses to the scenarios. The scenarios were developed by reviewing the standards of practice developed by three advertising associations: the 55,000-member AAF, the largest association of advertising professionals whose code of ethics was established in 1965; the American Association of Advertising Agencies, whose code was first adopted in 1924; and the National Advertising Division/ National Advertising Review Board, whose ethics code was created in 1971. The reviews identified issues of greatest ethical concern to the advertising industry. Additionally, the research literature on ethics in marketing and advertising was also examined for insights on formulating the scenarios. Hunt and Chonko (1987), for example, in extending an earlier study by Rotzoll and Christians (1980), identified six 458 C. B. Pratt and E. L. James Data collection major ethical problems from the responses of 269 advertising executives to an open-ended question: â€Å"Would you please briefly describe the aspect of advertising that poses the most difficult ethical or moral problem confronting you in your daily work? † (p. 19). Also, Wood et al. (1988) used 16 vignettes to examine the ethics of business students and business professionals. Similarly, Bellizzi and Hite (1989), DeConinck and Good (1989), Dubinsky et al. (1991), Fraedrich and Ferrell (1992), and Mason et al. (1990) used scenarios, vignettes and statements to assess respondents’ perceptions of ethics. Such hypothetical, ethics-related scenarios provide insights into business ethics, and have been found useful in replicating real-world situations for the purpose of evaluating moral conduct (DeConinck and Good, 1989; Dubinsky et al. 1991; Madden, 1989; Hegarty and Sims, 1979). A single-wave mail survey was used to collect data from the practitioner sample from the fall of 1991 through the winter of 1992. To encourage candid practitioner responses and to obtain an optimal response rate, a hand-typed, individually addressed covering letter, in which respondent’s anonymity was assured, accompanied each questionnaire. A business-reply e nvelope was in each piece of mail. Respondents were requested not to write any identifying information on the questionnaire. Results Pr@’le on respondents Sampling A systematic random sampling procedure was used to select names of AAF clubs and federations from the 1991 roster of the AAF. Following the receipt of notification that club participation in the survey had been approved, we mailed 2,010 copies of the questionnaire to executive directors or secretaries of clubs. Copies were distributed during general meetings of the clubs. Four hundred eighty-one of the 2,010 copies were returned in a single-wave mailing, yielding a 23. 9% response rate. Only 460 (22. 9%)were usable. This low response rate is consistent with those of similar studies (Akaah, 1990; Chonko et aI. 1987; Fritzsche and Becket, 1984; Greyser and Reece, 1971; Hunt et al. , 1984; Myers et al. , 1980; Randall and Gibson, 1990), which reported response rates between 17% and 31%. One hundred seventy-four respondents provided reasons for their responses to all four scenarios, for an item-response rate of 37. 8%. Because one purpose of this study is to analyze respondents’ r easons for their philosophical perceptions, the analyses of responses focus on those respondents who provided such comments. Table I presents a seven-item profile on the 174 respondents. The gender split was almost equal. About 4% of the respondents were 25 years or younger, 29% were between 26 and 34 years old and 34% between 35 and 43 years old. Eight percent and 5. 7% were in the 53-years-to-61-years and the 62years-or-older categories, respectively. Respondents represented each of 25 states in the United States. However, four states – California, Colorado, Illinois, Michigan – each had 10 or more open-ended responses. California, with 44 returns, had the most responses. More than one-half of the respondents had between one and 10 years of full-6me advertising experience, 26% between 11 and 20 years’ experience, and 11% between 21 and 30 years’ experience. About 1%had more than 40 years’ experience. With regard to respondents’ institutional affiliations, about 44% worked in an advertising agency or department, 17% in companies or corporations, 3. 4% in nonprofit organizations, and 32% in other organizations. About 35% of the respondents indicated that they were in top-management positions, for example, as owners, presidents, executive vice presidents, vice presidents, and directors. Twenty-six percent were categorized in upper-middle management positions: division heads, supervisors, managers. About 40% were categorized in lower-middle management positions, for example, as account executives, while 3%were categorized as non-management personnel. Advertising and Classical EtkicaI Theory TABLE I A demographic profile on respondents (N = 174), in percentages Gender Female Male States with 10 or more responses California Colorado Illinois Michigan 25. 3 6. 9 5. 7 10. 9 50. 6% 49. 4 459 While 24% of the respondents did not supervise any employees, a majority held supervisory positions. About 63% supervised between one and 10 eraployees, 7% between l l and 20, and about 3% more than 21 employees. Respondents’ evaluation of and conmaents o n scenarios Scenario No. h (Giving gifts to a potential client) This scenario focused on a female ad person who gave gifts to a potential client with the intent of receiving assistance from the client in obtaining the latter’s account. Slightly more than one-half of the respondents said that the ad person was wrong, t7% reported that she should be fired, 40% would do just what she did, while 56% said that most ad execs would do as she did. About 83% said their firms should address the situation formally in a policy. In this scenario, gift-giving perse was not an issue; however, the intent of that practice is important because one study (Hire and Beltizzi, 1987) indicated that gifts tend to obligate a client to a firm. Some respondents in the present study considered it a bribe. One, for example, wrote: â€Å"Any company I managed had a written policy on such matters. Mary would have been reprimanded orally and in writing. A copy would be placed in personnel file. This would contain a ‘warning. ‘ Next time, fired. † Another: â€Å"If it was an overt bribe it was wrong. If it was really a gift then no problem. A respondent who was blunt about the wrongness of the conduct defended its widespread occurrence in the industry: â€Å"What Mary did was wrong, but it is common practice in a more subtle way. † Perhaps reflecting the percentage of respondents who said that most ad executives would do what the ad person did, a number of respondents pointed out that the situation â €Å"happens quite frequently,† that it is â€Å"common practice,† that â€Å"‘gifts’ is a highly ambiguous term,† that it is â€Å"standard in the industry,† that most account executives â€Å"routinely give away whatever they can to get business,† and that â€Å"romancing the client is part of business. Therefore, they think that nor much is wrong with it. In fact, most argued that it depended on the nature of the gift. Age 25 or younger 26–34 35–43 44–52 53–61 62 or older Years in full-time advertising 0 1-10 11-20 21-30 31-40 More than 40 years Work Setting Advertising agency/department Public relations agency/department Non-profit organization Company/corporation Other Management position Top management Upper-middle management Lower-middle management Number of employeessupervised 0 1-10 11-20 21-30 31-40 41-50 5t or higher 24. 1 62. 7 6. 9 2. 9 1. 7 1. 1 0. 6 34. 5 25. 8 39. 7 43. 7% 3. 4 3. 4 17. 2 32. 2 6. 52. 3 25. 9 10. 9 2. 9 1. 1 4. 0 29. 3 33. 9 19. 0 8. 0 5. 7 460 C. B. Pratt and E. L. James TABLE lI Responses to statements on ethics scenarios % yesa Mean u SD Statements on Scenario No. 1 (Giving gifts to a potential client) 1. What Mary- did was wrong. 2. Mary should be fired. 3. I would do just what Mary did. 4. Most ad execs would do just what Mary† did. 5. My firm/dept, has a policy, either written or oral, that addresses this situation or practice. 6. Regardless of mr† response to No. 5, it is a good idea for my firm/dept, to have a policy, either written or oral, that addresses the situation or practice. Statements on Scenario No. 2 (Lying about an update on an account) 1. What John did was wrong. 2. John should be fired. 3. I would do just what John did. 4. Most ad execs would do just what John did. 5. My firm/dept, has a policy-, either written or oral, that addresses this situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my finrddept, to have a policy, either written or oral, that addresses the situation or practice. Statements on Scenario No. 3 (Seeking confidential information) 1. What Pete did was wrong. 2. Pete should be fired. 3. I would dojffst what Pete did. . Most ad execs would do just what Pete did. 5. My firm/dept, has a policy, either written or oral, that addresses this situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my firm/dept, to have a policy, either written or oral, that addresses the situation or practice. 63 18 40 47 22 2. 16 3. 35 2. 01 2. 43 3. 28 1. 14 0. 852 0. 961 0. 856 0. 917 59 18 57 78 24 2. 29 3. 43 2. 48 3. 00 3. 23 1. 05 55 17 40 56 31 2. 36 3. 40 2. 01 2. 62 2. 99 1. 18 0. 811 0. 982 0. 939 1. 15 83 1. 68 0. 918 0. 807 1. 03 0. 825 1,05 72 2. 04 1. 05 67 2. 12 1. 01 Advertising and Classical Ethical Theoly Table)8 (Continued) %yes ~ Statements on Scenario No. 4 (Using outdated data) Mean b 46 t SD What Sally did was wrong. Sallyshould be fired. I would do just what Sally did. Most ad execs would dojust what Sally did. My firm/dept, has a policy, either written or oral, that addresses this situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my firm/dept, to have a policy, either writtm. ~or oral, that addresses the situation or practice. I. 2. 3. 4. 5. 82 46 11 36 41 t . 62 2. 68 1. 51 2. 26 2. 84 0. 993 1. 07 0. 742 0. 9 t0 1. 12 81 1. 77 0. 39 a Percent responding â€Å"definitely yes† or â€Å"maybe yes. † b On a four-point scale, with 1 = â€Å"definitely yes† and 4 = â€Å"definitely no. † A lower mean score indicates a stronger agreement with a statement. Another, perhaps thinking situationally, asked: â€Å"Is it a pen, a ticket to a concert, or an automobile? † A president of an ad agency said: â€Å"Often, in this business, I encounter prospective clients that have been ‘wined and dined’ by their previous agency. Some expert preferential treatment. The prospects that find this offensive and rely mostly on our agency’s ethics, expertise and integrity are those we desire. This philosophy has lost us business, slowed our growth . . . . Business ethics unfortunately in the ad business is perceived next to snake oil salesmen! † was wrong substantiated their positions with the following reasons: â€Å"There definitely are times when one must prioritize his/her workload . . . One should not lie to the client but instead talk openly about a schedule of completion and possibly see ifa delay would be acceptable. † D,- â€Å"Schedules for each project~client are developed on approval of estimates. All work is to be done per that schedule, regardless of dollars involved. â€Å"A company should try to meet a ctienCs deadlines no matter the size o f the account. † O n the other hand, some of those who felt nothing wrong had occurred said: ‘[john did tell the t r u t h . . . For John to tell the whole truth is simply suicidal. Agencies are always juggling workloads. † m,- â€Å"What John said was not a definite lie. As long as you do not directly tie about a scenario, don’t worry. † m,- ‘[John did what most people would do, then work a little harder to get the other work OUt. † enario No. 2: (Lying about an update on an account) This scenario was on the failure o f an ad agency staffer to tell a client the truth about the status o f the client’s account, which had been set aside temporarily in preference for a newer, higher-hilling account. Fifty-nine percent said that the ad agency staffer was wrong, 18% said that he should be fired, 57% reported that they would do just what he did, while 78% said that most ad execs would do what the staff did. About 72% said their agencies should address the situation in a policy. Some of those who argued that the agency staff â€Å"I see no reason to forfeit future business and, 462 C. B. Pratt and E. L. James herefore, would use whatever means necessary to maintain the relationship. † did. Eighty-one percent said that their agencies should address situation in a policy. Respondents were clearly angered by the ad executive’s action. A respondent said: â€Å"This conduct is indefensible. The client paid for both the campaign and the research (I assume ) and is entitled to their results. † â€Å"There should be truth in advertising and in all of life’s encounters, business or personal. † Another: â€Å"Sally practiced deception in not using those current poll results. The client is bound to find out what sort of results the corporate image has, eventually. Yet another: â€Å"Bad judgment to cover up facts. Corrective measures to improve numbers in future campaigns should be provided to client. † Some arguments made in behalf of the ad executive: †¢ â€Å"They [the numbers] can be used as indicators, but not absolutes. How many people do you know that have participated in TV Nielsen rating surveys and how many programs have the networks cut or kept that you disagree with? † â€Å"What Sally did was not necessarily wrong or right, given the question. Possibly the campaign required more impact, time, etc. Too many variables in this situation to judge ethics. † â€Å"Numbers are arbitrar y and research is imperfect. One set of ‘bad’ numbers is, therefore, inconclusive. † enario No. 3: (Seeking confidential information) During a social meeting, one ad account executive craftily encouraged another obviously inebriated ad executive who handled the account for a competing brand to divulge confidential business information. Sixty-three percent said that the ad account executive was wrong. Eighteen percent said that he should be fired, and 40% that they would do just what he did, while 47% said that most ad execs would do what the executive did. Sixty-seven percent said the ad agency should address the situation through policy-making. Among all four scenarios, scenario No. 3 had the second-highest disapproval rate among respondents. One respondent made a blunt, succinct comment: â€Å"A definite breach of professional ethics. † Another: â€Å"This is unacceptable as well as unethical behavior. Once the account exec had identified himself, Pete should have identified himself as well. Pete should be reprimanded for his actions, maybe even fired if it appears as if this same scenario would continue in the future. † Another: â€Å"It was wrong not to identify himself. † Yet another: â€Å"Pete’s taking advantage of his ‘counterpart’ was opportunistic and immoral. A respondent who saw nothing devious here argued: â€Å"It is a very competitive market. Taking advantage of the competition’s weakness or stupidity is a must. † Another argument: â€Å"Corporate espionage is no more or less right or wrong than is political espionage. † †¢ †¢ Comparison of means Scenario No. 4: (Using outdated data) In an agency’s report to a client, a female ad executive used outdated data that were favorable to both her ad agency and client, while ignoring new, unfavorable information. Eighty-two percent – the highest among all scenarios for statement No. – said that the female ad executive was wrong, 46% said that she should be fired, 11% that they would do just what she did, while 36% said that most ad execs would do what she Two analytical procedures were used to compute and compare responses to all four scenarios. First, the percentage response to each statement was computed for comparison of the directions of response patterns. Second, item-by-item statistical differences between 36 possible pairs of responses across all four scenarios were determined. Schefft’s (1953) multiplecomparisons were used to determine such differences (Table III). Twenty-five of those 36 pairs and four of the six variable pairs of grand means were significantly different (p ;lt; 0. 05, at least) from each other, indicating respondents’ differentiation of their evaluation of the scenarios. Thus, this result indicates Advertising and Classical Ethical Theory TABLE III Comparison of means, grand means (and standard deviations’) for four scenarios on advertising ethics Scenario One 2. 3; (1. 18) 3. 4@ (0. 811) 2. 0P (0. 982) 2. 62~ (0. 939) 2. 99~ Scenario Two 2. 29~ (1. 05) 3. 4Y (0. 807) 2. 48b (1. 03) 3. 00b (0. 825) 3. 23b Scenario Three 2. 1; (1. 14) 3. 35~ (0. 852) 2. 0P (0. 61) 2. 43~ (0. 856) 3. 28b 463 Statement 1. What X did was wrong. 2. X should be fired. 3. I would do just what X did. 4. Most ad execs would do just what X did. 5. My firm/dept, has a policy, either written or oral, on situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my firm/dept, to have a policy, either written or oral, on situation or practice. Grand Mean Scenario Four 1. 62b (0. 993) 2. 68b (1. 07) 1. 5V (0. 742) 2. 26d (0. 910) 2. 84~ (t. I 5) (1. 05) (0. 9! 7) (1. 12) 1. 68~ (0. 918) 2,63~ (0. 406) 2. 04b (1. 05) 2. 58~,b (0. 362) 2. 12b (1. 01) 2. 74c (0. 378) 1. 77~ (0. 39) 2. 52b (0. 401) ~,b. ~ Means with different superscripts on the same row are significantly† different, by ScheffS’s repeated-measures design. Note: Means are on a four-point scale, with 1 for â€Å"definitely yes† and 4 for â€Å"definitely no. † Statements 3 and 4 were reverse-coded as t for â€Å"definitely no† and 4 for â€Å"definitely yes. † A lower mean score, therefore, indicated higher self-reported ethical standards. that the sample practidoners’ perceptions of ethics vary significantly by the type o f ethical issue confronted, suggesting perceived differences in the intensity of the application of deontology to the scenarios. Fritzsche (1988) and Fritzsche and Becker (1984) reported similar differences across vignettes, and concluded that marketing managers practiced situational ethics. For three of the four scenarios, respondents tended to agree with the statement that the advertising staff involved in the conduct identified in each of the scenarios took the wrong action. However, they tended not to agree that the staff should be fired. It was only in scenario No. 4 (using outdated data) that members tended to perceive the conduct as wrong; even so, the mean response to the statement that the staff â€Å"should be fired† was 2. 8, which was significantly different (p lt; 0. 001) from re- spondents’ positions on the firing of the three other practitioners in the other three scenarios. Contextual response An overall evaluation of the respondents’ evaluation of the wrongness or rightness of a conduct – the essence of Kantian ethics – indicates that the sample AAF members l eave little doubt about their positions on the scenarios outlined in the questionnaire. However, when the evaluations of the statements, taken together, are considered within the context o f classical ethical theory, the members’ ethics leaves much to be desired. Four questionnaire statements (items 1, 2, 3 and 6 of Tables II and III) were used as direct measures of deontology: â€Å"was wrong,† â€Å"should be fired,† â€Å"I would 464 C. B. Pratt and E. L. James do,† and â€Å"regardless of my response. † It must be noted here that, even though deontology does not address explicitly the severity of the punishment for an ethical infraction, the theory is not neutral on punishment. Justice is one of the moral values that deontology considers – even though not always explicitly. In mixed-rule and mixed-act deontology, the consequences of one’s actions are considered. In essence, there is a built-in role for consequences. This was why Kant, admittedly vague in some areas, invented moral rules in the first place. Responses to the four deontology-related statements provide four indications of the extent of practitioners’ adherence to Kantian ethics. First, the respective percentages (28. 7%, 28%, 40% and 65%) of respondents who reported that the actions of the practitioners cited in the four scenarios were definitely wrong indicate that fewer than one-half applied deontological theory to three of the four scenarios. Second, that the practitioner should be fired, the ultimate test of ethics (Singer, 1992), had much lower, definite approval rates: 1. 7%, 1. 1%, 3. 4%, and 16. 1%. Third, the response percentages for item 3 (â€Å"I would do just†¦ â€Å") in scenarios one, two, and three indicate that a sizable number of respondents would engage in the questionable behavior outlined in the scenarios. For scenario four, however, 11% said that they would â€Å"definitely† or â€Å"maybe† engage in a behavior that 82% of them reported as wrong. Finally, on item 6, a clear majority indicated an interest in organizational response to the issue raised in each scenario. The response percentages for statements 1, 2, and 3, therefore, indicate that practitioners’ evaluations are clearly at odds with tile tenets of deontology and are perhaps more in line with utilitarian and relativistic theories. A further indication of the sample practitioners’ adherence to deontology is provided by those who responded â€Å"definitely yes† or â€Å"maybe yes† to all four measures of deontology in all four scenarios. The results: 10% 10%, 16%, 32% for scenarios 1, 2, 3, and 4, respectively. Such low percentages suggest that a majority of members wavered in applying deontology to the ethical dilemmas with which they were confronted. Bishop (1949) argues that truthtelling (addressed in scenarios 2 and 4) in advertising is â€Å"impossible and the attempt to attain it would reduce advertising to complete ineffectiveness and prevent it from fulfilling its legitimate and necessary function† (to. 88). Yet, the first of AAF’s eight-principle code of ethics, albeit stated in general terms, focuses on truthtelting: â€Å"Advertising shall tell the truth, and shall reveal significant facts, the omission of which would mislead the public† (American Advertising Federation, 1984). While AAF members report that their companies adhere to AAF principles, they report that other ad agencies tend to adhere less strictly to those principles (Chonko et al. , 1987). Adherence to the truth principle is not only evident among AAF members but it has the largest â€Å"my† versus â€Å"other† company difference ([t – 23. 2, p lt; 0. 01] Chonko et al. , 1987). A number of U. S. corporate executives now realize that if ethical transgressions are not sanctioned by dismissals, they could encourage all kinds of shady dealings and foster the perception that the organization is not really committed to ethics (Singer, 1992). It is plausible that a mix of utilitarian, JudeoCh ristian, veil-of-ignorance, and golden-mean ethics simultaneously guided the sample practitioners’ evaluation of the ethical scenarios used in this stud),. However, the investigation of the application of various ethical theories to decision-making was not a purpose of this study. Empirical studies on ethics (e. g. , Ferrelt and Weaver, 1978; Fritzsche, 1988; Fritzsche and Becker, 1983; Krugman and Ferrell, 1981; Pratt, 1991; Pratt and McLaughlin, 1989) increasingly indicate that ethics among business people is frequently not perceived in absolutist terms, but in relative shades of right and wrong. Fritzsche (1991, 1988) and Jones (1991), for example, report that situational ethics is the overwhelming preference of U. S. managers. Advertising codes of ethics are usually written in precise deontological terms, for example, â€Å"must recognize,† â€Å"will not,† â€Å"shall tell the truth,† â€Å"shall refrain from. Yet, AAF members do not seem to abide by deontology even though â€Å"an enforced, effective code should provide the profession with a degree of stability and consistency in the ethical decision-making of its members† (Beets, 1991, p. 69). It is plausible that the patterns of responses in this present study suggest adher ence to utilitarian ethics, which is preferred by advertising agency personnel Advertising and Classical Ethical Theory (Rotzotl and Christians, 1980; Christians et al. , 199 I). On the other hand, utilitarian ethics seeks to maximize the good for all concerned. However, the limitation of this ethical theory is inherent in how the â€Å"good† is determined. Beyond that, the interests of the minority tend to be given short shrift. What, therefore, are the chances that advertising-agency actions will result in the â€Å"greatest happiness for the greatest number†? Also, Nevett (1985) disagrees with Bishop’s (1949) suggestion that the ethical standards of advertising be utilitarian because such an approach cannot â€Å"provide advertising people today with guidance on suitable ethical standards for their profession† (e. 04). Rawls (1971) criticizes utilitarianism, noting that it does not take seriously the differences among people; rather, it views as morally just that which has the sum of satisfactions (or total utility) for the community. As an alternative to utilitarian thought, Rawls (1971) suggests â€Å"a new moral theory† that will give adequate account to the primacy of justice, understood as the prote ction of the equal rights of all individuals, over the social good† (Schaefer, 1979, p. 22). To accomplish equal justice in society, therefore, everyone should assume a hypothetical â€Å"original position† – behind a â€Å"veil of ignorance† – which requires that, in evaluating situations, people step from their everyday, status-based traditional roles into an egalitarian position behind a veil. The goal is to develop a conception of justice or of the good from a disinterested, â€Å"equal† perspective. Would a recommendation that practitioners who compromise the ethical standards identified in the scenarios be fired be an illustration of such justice? And would such firing be in an organization’s or in a society’s best interest? Finally, it is plausible that Judeo-Christian morality – an altruistic, religion-based tradition – is also reflected in respondents’ evaluations of the dilemmas in the ethical scenarios. 465 perceived as â€Å"definitely† having such policies for each of the four scenarios (and those who â€Å"definitely† think that having such policies is a good idea) are, respectively, 17. 8 (56. 3), 11. 5 (38. 5), 4. 6 (33. 3) and 15. s (50 0). The large differences between having such policies and thinking that having such policies is a good idea lends credence to the continuing public and practitioner concern over advertising ethics. For advertising agencies, such policies could result in two possibilities: (1) they may encourage agencies to also apply deontology to ethical issues, and (2) they may help agencies initiate an eclectic approach to ethical decision-making – that is, to apply ethical principles that may involve bringing all five commonly used classical theories to bear simultaneously on the decision-making process. These five theories, which are not mutually exclusive, fall into one of two broad categories: deontology or teleology. They are (1) Aristotle’s golden mean (â€Å"moral virtue is appropriate location between two extremes†); (2) the theoretical framework for this present study, Kant’s categorical imperative (â€Å"act on that maxim which you will to become a universal law†); (3) Mill’s principle of utility (â€Å"seek the greatest happiness for the greatest number†); (4) Rawls’s (1971) veil of ignorance (â€Å"justice emerges when negotiating without social differentiations†); and (5) Judeo-Christian persons as ends (â€Å"love they neighbor as yourself†). Aristotle’s theory of the golden mean, a virtuebased ethics, strikes a moral balance between two extremes, one indicating excess, the other deficiency. The mean, in this context, is not a statistical mean but a willingness on the part of the decision maker to exercise moderation or temperance – a virtue. Such a mean rdates to the individual’s particular situation, her or his stay. is, strengths and weaknesses (Chi’istians et aI. , 1991). Utilitarian ethics, a form of teleological ethics, was enunciated by John Smart Mill as that which seeks â€Å"the greatest happiness for the greatest number. To assess the â€Å"greatest good,† a person or organization performs a cost-benefit analysis of an action or decision. If the latter would result in the good of the majority, that is, if its benefits for the â€Å"greatest number† outweigh its costs, then the act is ethically right. Rawls’s (197 t) veil of ignorance, a nonconsequen- Conclusion The results presented in this study indicate a strong (perceived) reluctance on the part of the ad agencies to institute policies, either written or oral, that would proscribe unethical conduct. The percentages of respondents whose firms or departments are 466 C. B. Pratt and E. L. James tialist theory of justice, governs the assignment of rights and duties and regulates the distribution of social and economic advantages. People, Rawts (197I) argued, â€Å"have an equal right to the most extensive basic liberty compatible with a similar liberty for others† (Rawls, 1971, p. 60). Finally, Judeo-Christian morality is an altruistic tradition that is being popularized in the West as â€Å"the more dramauc term agape – unselfish, otherregarding care and other-directed love, distinct from friendship, charity, benevolence, and other weaker notions† (Christians et al. 1991, p. 20). The interpretation of the results of this present study within the context of Kantian ethics suggests that deontology is clearly not the preference of the sample practitioners. The de-emphasis of deontological ethics among practitioners is likely to engender a laissez faire approach to ethical issues. Dubinsky et al. (1991) suggest a reason for this phenomenon from an overall business perspective: â€Å"Many of the situations business people confront are in a ‘gray’ area where the delineation between the right versus the wrong action is not clear† (p. 52). On the other hand, strict deontologicaI ethics could encourage advertising practitioners to understand the precise boundaries of ethical and unethical conduct, as has been found among salespeople (Michaels et at. , 1988). It has been reported that managers who apply deontological ethics under uncertain conditions are least likely to change their decisions even when they perceive the risk of their decisions; those who apply utilitarian ethics are more likely to change their decisions to satisfy financial and/or self-esteem goals (Fraedrich and Ferrell, 1992). And herein lies a crucial value of deontological ethics to advertising: more likely, it will encourage advertisers to adhere to the precepts of ethics, setting aside personal financial and social rewards for the public good. At least 67% of the respondents in the present study suggested that their organizations establish policies on questionable conduct (item 6). Why did such a majority suggest such boundaries on behavior? Why would they prefer that formal company policies restrict questionable behaviors? It is plausible that the sample practitioners place much value on formal policies because of the perceived importance of affirmation on what they consider ethical or unethical. Further, such a formal process may indicate more than a perfunctory commitment of their organizations to ethics. This possibility suggests two key questions on the implications of the results of the present study for policy-making: (1) Where lies the responsibility for shaping advertising agency ethics? (2) And what relevant does deontology have for the training of advertising staffs? In a speech given two dozen years ago by Bill Marsteller, founder of the advertising agency, Marsteller Inc. (a forerunner of Burson-Marsteller, the world’s third-largest public relations agency), he said: â€Å"It is not enough [for the advertising student] to simply attain general standards of morality and taste; it is important to be subjected to the deliberate considerations of advertising morality and taste†¦ † (Marsteller, 1972, p. 241). Marsteller sees education in advertising ethics as important as that for the production of creative, charming advertising. Just as the effectiveness of training sessions has been called into question (Feldman and Thompson, 1990; Levin, 1989), their impact has also been demonstrated (e. g. , Feldman and Thompson, 1990; Hanson, 1987; Harris and Guffey, 1991). On balance, however, it behooves ad clubs and various advertising associations to establish programs that, at the minimum, sensitize practitioners to some of the social and professional sequelae of their ethics-related decisions. The results of this limited study justify the adoption of such measures. Caveats Two limitations of this stud), should be outlined. The first is the old issue of â€Å"self-reported† ethics. Even though measures were taken to discourage the use of socially desirable responses, that possibility cannot be ignored because perceptual distoruon is higher when the dependent variable is as highly sensitive as the subject of ethics (Hunt et al. , 1989; Randall and Fernandes, 1991). The second is the representativeness of the sample, which was drawn from 25 states, for the 50,000member AAF. Because the sample was not randomly selected, it is important that this present study be replicated on a larger, more geographically diverse sample to determine the extent to which its results are consistent with those of such a nationwide study. Advertising and Classical Ethical Theory How to cite Advertising Ethics: a Contextual Response Based on Classical Ethical Theory, Papers

Living the Past free essay sample

â€Å"There is no place like motherland†. I can go to beautiful France, elegant England or Prestigious Russia, but there is no other place in the world where I will enjoy being more than my motherland. What’s about my motherland that makes me eager to go back? Definition says that, a country is consisting of the people that live on that land. Does that means I crave for my people of my country’s company? I don’t know. All I know is that living in my country, Bangladesh was the highlight of my life. Don’t get me wrong, I love United States. I love the friendly people in U.S, who took me under their wings soon after I came here. I love my friends who make me laugh in the rainy days. Still, at times when I am alone in a room, left with nothing but my memory, I become nostalgic. We will write a custom essay sample on Living the Past or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I go back to the streets of Dhaka, the capital of Bangladesh, where I grew up. I revisit the places in the city where I was frequent every day, for school or for regular needs. I walk to the roads where I had once walked, sing the same song in my head that I was singing last time, when I’ve been there. Its like memories are my friends, who I have left in the path, just to get them back again when I revisit. I don’t have to close my eyes to see the road side general stores that I would see on my way to school. I feel the same restlessness when our rickshaw would be stuck in traffic jam for an hour, making me let for my class. The smell of name unknown flowers would wrap me like a shawl the minute I would put my feet in the school boundary. I am even surprised to find out that I don’t even get sad when my teacher would criticize me for being late in class. I would try to relive those times when I helped the school librarian organize the books in the library in lun ch break and check out books to read. Every Wednesday I would run around like crazy just to make sure every one who signed up for the Reading club would get a new book. It was impossible to count how many times I had been called The Bookworm by my friends. At 12.30pm my school will end and I would wait for my mother to pick me up and buy me an ice cream. I can taste the creamy taste of the Bangladeshi ice creams I used to get from ice cream carts after school. No one can ever get bored in Bangladesh. Just in a 20 minutes journey way back home from school would prove it. Every minute there would be at least one car that will almost hit a rickshaw in process to get out of the way of an over speeding bus. Garments workers would come out of a garment factory in launch breaks. Launch break time looks like a river of people are going in different direction toward their homes to get their launch. I would always notice the sadness or tiredness in their faces after long time working. There would be happy faces, happy to get a break out of the work. Van-pullers would take a nap in the shade of tall buildings on their vans. I would get really upset about how our rickshaw puller would sweat from all the hard work. I remember, I asked my mom that why can’t they take some rest? And she answered that, they have a family to feed too. I wondered, why can’t I have enough money so I can give them all equal amount money so they didn’t ha ve to do all these hard work. It was a child’s wonder, but it still makes me laugh when ever I think about it. If the world would be that easy then this world would be a much less complicated place. I would go home do my homework and fall asleep with colorful dreams in my eyes, mostly are from scenes I have seen that day. I lived in Bangladesh as a child who goes to school. My life was all about going to the school to and coming back home. My childhood was colorful and ever exciting. I came to U.S three years now. I am more grown up now than I was three years ago, but a part of me stayed still in my fourteen years self, left in Bangladesh. Now whenever I think about those days my fourteen year old self comes in front of me and guides me through all the streets, all the paths and places from my childhood. I will grow older but part of me would never change. A piece of my heart will always search for ways to get back what I have left behind, my country.