Q 1. Describe the ethical issues that Danial is encountering.
Ans –
Business ethics is a form of applied ethics or professional ethics that includes business policies and practices which relates to taking consideration of corporate governance, insider trading, bribery, discrimination, corporate social responsibility and integrity. Ethics is to show responsibility, commitment, quality and reliability. It is mandatory for all business policies and activities to be ethical for all the stake holders. In the given case study, Daniel is a young man who has just graduated and landed into a job as a copy writer. The assignment he has received is to write about the product of his company, that is bacon with messages and testimonials of the celebrity spokesperson, Kunies. But during his study about Kunies, Daniel comes to know that Kunies has not turned vegetarian and she was speaking about bacon by attributing her cholesterol to it. He was now supposed to prepare the message which could impress his boss but he is in a dilemma about how to highlight the messages and testimonials of the celebrity spokesperson. The ethical issue he was facing was the contradiction which he found but his boss ignored, ie. Kunies now being a vegetarian and the comment of Kunies that bacon may give heart attack.
He decided to mask the contradiction with humour. But he was still confused as it was unethical to mask the truth but he had to please his boss to with his assignment. His dilemma was that in case he prepares the message to please his boss then ethical responsibilities and integrity.
Q2. Does the situation in any way violate the concept of fairness, honesty and integrity?
Ethics deals with principles and values by which marketers ought to act. Advertising truthfulness is an important part of it. As advertising influences individuals perceptions, it is ethical and moral responsibility of the organisation to follow honesty, integrity and fairness.
The given situation violates the concepts of fairness, honesty and integrity because –
It shall be unethical and unfair on part of Kunies first of all, because she is willing to endorse something which she no more uses / eats. Moreover, she attributes cholesterol to bacon still recommends it to her followers.
Masking the contradiction and the truth shall be unethical on part of Daniel because they will be showing a vegetarian who will be endorsing bacon. Moreover, he will have to hide the statement of the celebrity where she said about eating bacon which may give no mater even if its give heart attack
Honesty as well as integrity both these ethical values will be broken and the customers will be cheated indirectly.
It will not be fair on part of the organization as well in the long run along with all its stake holders
There should be transparency in all the business policies so that all stakeholders and business may survive in the market for long time.
Q 3. Why should Daniel be concerned? What are the possible consequences of the advertisement?
Ans – Daniel should be concerned because-
It is the matter of his personal social responsibility to be fair and truth in the work where society is related.
It is his responsibility to think about the reputation of the organization before drafting any message in a masked manner.
His future also depends upon his nature of work.
he should be concerned about the age group he is targeting through his message as it would not be ethical to earn fame on stake of others.
The possible consequences of the advertisment may be –
1. Followers of the celebrity may blindly belive and start eating bacon.
2. Because of the masking done by Daniel, youngsters may get in to the problem of cholestrol.
3. The mask may be unveiled and ultimatly the reputation of the company may come at stake.
4. Followers of the celebrity may also feel cheated.
5. Daniel may also bring a question to his own future
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