Description
WEEK SIX: Applied Ethics: Business Disciplines (continued)
Chapter 9: Marketing and Advertising, Review Case 9.1, 9.3, 9.4
Assignment – Be prepared to answer these questions:
- What do you think of Clapp’s assessment of American consumer culture? Do you think he is correct, or has he overstated the case?
- Do you think it is necessary as a Christian to resist the consumer culture? Should Christians favor asceticism (being happy with nothing)?
- According to Kilbourne, how are our emotions used in advertising? And what is advertising’s biggest problem?
- What percentage of an ad’s message is received by our conscious mind? What happens to the rest of that message?
- How does Hagenbuch respond to Kilbourne’s observations?
- What paradox does Hagenbuch invoke in describing the title and subject of his paper, “Marketing as a Christian Vocation?”
- If we agree with Hagenbuch that Christians, no matter their vocation, are called to be agents of reconciliation, then how does this apply to the field of marketing (or to your own field)?
- Who are the stakeholders and what is their role in encouraging reconciliation in this discipline; and in all disciplines presented in higher education?
Explanation & Answer
Hey, the assignment is done. Please feel free to ask for any revisions. 😊
Chapter 9: Marketing and Advertising
1. What do you think of Clapp’s assessment of American consumer culture? Do you
think he is correct, or has he overstated the case?
Personally I would agree with the assessment of Clapp, advertising has clearly gotten out of hand
in the recent times, whereby sex is used to sell just about anything. I would say that there is
oversexualization of advertisement.
2. Do you think it is necessary as a Christian to resist the consumer culture? Should
Christians favor asceticism (being happy with nothing)?
The consumer culture is derived from human nature, therefore as a Christian it is not necessary
to resist the consumer culture in its entirety, while at the same time there are areas that should be
avoided. Therefore it is advisable to be cautious with the cultures and at the same time it is safe
to practice asceticism just to be safe.
3. According to Kilbourne, how are our emotions used in advertising? And what is
advertising’s biggest problem?
Kilbourne’s point of view is that advertising incorporates emotions such as love, in the sense that
if you buy an item you will feel loved.
4. What percentage of an ad’s message is received by our conscious mind? What
happens to the rest of that message?
A very small percentage of the message in advertisement is received by our brains. The rest of
the message gets lost in the recesses of our brain.
5. How does Hagenbuch respond to Kilbourne’s observations?
Hagenbuch dismissed Kilbourne’s observat...