CHAPTER 3: STRATEGIC COMMUNICATION DOES CLIENT ADVOCATE MEAN CONSUMER ADVERSARY?

PRESENTED FOR: PROF. MADYA DR. KIRANJIT KAUR PRESENTED BY: NABILA FATIN BT YUSOF NUR NADHIRAH ATIQAH BT MOHD SAFRI PRESENTATION DATE: 1 APRIL 2014

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3.0 HOW NEW TECHNOLOGY REACH OUT AND TOUCH SOMEONE

Readers early 20s, most often seeking someone in addition to

the something of a college education such as search for friends and life partner online. As this happen, not much ethical issues involved until you learn how such Web sites really make their money. How Web sites makes their money ? Example: eHarmony - Visitors pay for subscription fee, complete profile and itll linked with possible matches.

3.1 STRATEGIC COMMUNICATION

Strategic communication - seamless connections between what

professionals used to refer advertising and public relations

Strategic communication professionals faced the reality of an active

audience
These audience based measures of products and services added new

dimensions to efforts 'to control the message'

Novel approaches can raise serious individual ethical issues
Example: case Orbits travel website (illustrate ethical problem both

journalist and strategic communication professionals share)

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3.2 TECHNOLOGY: A REQUIREMENT OR A SYSTEM OF VALUES?

1st Approach : Equates technology with efficiency

-It is depending the intent of the user

2nd Approach : Any technology embedded with values

-French theologian Jacques Ellul - technology is at a system of values that must be understood before any decision to adopt a technology can be made. -Values specific ways of organizing human community and placing economic values on some activities
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3.3

FROM PERSUASION THEORY TO PHILOSOPHICAL ANTHROPOLOGY

People strain towards cognitive balance - We are most comfortable when

all our beliefs, actions, attitudes and relationships are in harmony, a state theorists called 'symmetry'
More known as ' balance theory' -They stress the tendency of people to

strive for cognitive balance in their lives - Advertisers use this theory. Example: TV commercial for dandruff shampoo Balance theory explain why persuasive messages were sometime quite effective while other times inconsequential. This individually focused approach also provided the ultimate practical justification for advertising, the ancient Roman phrase caveat emptor "Let the buyer beware"
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 Anthropologists assert that human rationality exists on equal footing with

daily experience, language and symbols.

According to Wilkins and Christians (2001), culture and our personal

experience balance rationality.

If philosophical anthropology is correct, then ethical analysis of

advertising founded in "Let the buyer beware" is morally unsustainable.

The ethical goal of advertising should be empowerment of multiple

stakeholders.

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3.4

FRAMEWORK ADVERTISING PRACTITIONERS SHOULD BE EXPECTED TO OPERATE WITHIN :

Clients and the public need information that gives them 'a good reason to adopt' (Koehn 1998, 106). The reason need to be non-arbitrary and capable of helping people support one action instead of others. Rather than offering only expert opinion, advertising should foster ongoing discussion so that people can explore when options are sounds and when practical knowledge ( common sense ) is superior. Advertising can help foster reflective community, including community of consumers. Just like the Super Bowl results are discussed at work the next day, often the creative ads supported it are part of the social experience as well. Advertising needs to take seriously the role of culture in our lives - advertising must authentically reflect the diverse voices that compromise our culture. Advertising will speak to the role of organizations in our lives - questions of

history and background can be conveyed in ads but that must be done accurately and in context.
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3.5 THE AMPLIFIED TARES TEST OF ETHICAL PERSUASION

T A R E

Are the ad claims TRUTHFUL? Is the claim an AUTHENTIC one? Does the ad treat the receiver with RESPECT? Is there EQUITY between the sender and the receiver?

Is the ad SOCIALLY responsible?

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 TRUTHFUL :

Are the claims, both verbal and visual truthful?

AUTHENTICITY :

Authenticity suggested that it's important not only to do the right thing but also to do it with the right attitude (Pojman, 1998)
RESPECT:

Respect for the person who will receive persuasive message.

EQUITY:

Is the recipient of the message on the same level playing field as the ad's creator?
SOCIALLY:

Is the ads socially responsible?

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3.6 ADVERTISING'S PROBLEM : VULNERABLE AUDIENCE

CASE OF CAMEL CIGARETTES: JOE CAMEL
CASE OF BUDWEISER BEER CASE AFRICAN- AMERICAN CONSUMER

CASE AMERICAN WOMEN BEAUTY AD

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CASE AFRICAN- AMERICAN CONSUMER

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CASE: AMERICAN WOMEN BEAUTY ADS

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3.7 JOURNALISM AND PUBLIC RELATIONS: THE QUINTESSENTIAL STRUGGLE

The relationship between journalist and public relation practitioners

truly symbiotic - They simply could not live without each other PR : The lack of breaking news is newsworthy Journalist: The opposite is true. Concept of "synergy" - The notion that consumers should receives multiple messages for distinct sources, thereby increasing sales or public perception of particular issues. At the ethical core of synergy is the concept if independence - For the journalist report on the news and for the consumers of both news and persuasive messages who need to make independent decisions about them.
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MARKET & MORAL

Sandel notes two sets of basic objections to thinking that

everything should be the subject of commerce: 1) The notions of fairness 2) Thinking about everything in terms of a market begin with capacity to fueled corruption.
Contemporary education in strategic communication

emphasizes the how - of consumer behaviour, of target marketing, of strategic planning and of synergy.
The skill of seeing beyond market logic is just essential for

creative strategic communication as technique.

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3.8 PERSUASION AND RESPONSIBILITY

Hodges stated that responsibilities comes from 3 sources:

a)

Those that are assigned (Example: Employee to employer) Those that are contracted - Where each party agrees to assume responsibilities and fulfill them. The self-imposed responsibility Where the individual moral actor takes on responsibilities for reasons indigenous to each individual.
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b)

c)

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Q & A SESSION

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THE END

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