joe camel
In today’s society, marketing and advertisements can be seen for products of any nature. The methods of advertising techniques used often relate to the target audience corporations are trying to reach. In accordance with these various styles of advertising, some companies often embellish their products through over exaggeration, or manipulation in order to generate market growth and revenue. In the case concerning Joe Camel, RJR is accused of consciously attracting kids towards using their product in order to increase the currently dwindling market. On the other hand, RJR believes that they are not trying to attract kids, nor are they attempting to influence their decision to smoke. RJR believes that the brand equity of Joe Camel is extremely strong in attracting people of all ages, and does not necessarily mean that young people who recognize the brand will decide to smoke their cigarettes. Essentially, the FDA argues that RJR is using advertising techniques that persuade people to buy their cigarettes because of the false image it promotes. Ultimately, the FDA wants RJR to remove the Joe Camel logo promoting Camel cigarettes in hopes of reducing the number of children that currently smoke.
Unlike Crisp, Friedman would most likely have a different opinion concerning advertising. Friedman would probably assume that persuasive advertising was immorally wrong, however, Friedman believes that a companies first duty is to generate profits, therefore, advertising would also be done in a fashion intended to maximize revenue. Friedman would most likely leave the responsibility of purchasing decisions with the consumer, assuming that they should know when to purchase. If consumers don’t retain their autonomy about purchasing decisions, society would not necessarily lose. Companies and various aspects of industry would benefit from the purchases, therefore, continuing the aspect of free markets and capitalism. For Kant, persuasive advertising is immoral because it attempts to rob people of their reasoning, judgment, and therefore, autonomy. As a result of this, people’s progress towards enlightenment and/or autonomy is inhibited and should not be permitted. Under the categorical imperative that Kant suggests, a society that manipulates it’s own population would not be a culture that we could all live in. In regards to cigarettes, it’s hard to determine whether Kant would be any more adamant about the improper use of persuasive advertising. The concept in general is one that is improper, regardless of the product that it endorses. As mentioned in Ethical Duties Towards Others: “Truthfulness”, Kant states that moral worth lies in the act itself, no
Some common words found in the essay are:
Crisp Friedman, Roger Crisp’s, Duties Towards, , Camel RJR, Joe Camel, Essentially FDA, Roger Crisp, Essentially Crisp, Essentially FDA’s, persuasive advertising, crisp feels, joe camel, purchasing decisions, own reasoning, rjr believes, advertising techniques, free markets, act consequences,
Approximate Word count = 1015
Approximate Pages = 4 (250 words per page double spaced)
|
