greater good

GREATER GOODEthics. Life. Advertising.

Before advertising, let’s talk about

Life and Ethics

A Boy. A Train. A Bridge.The Story.

A trainload of lives. A little boy. Coming towards each other on a single track drawbridge. The little boy running towards his father. The train racing to cross the bridge.

Only one can have the right to the track. The drawbridgekeeper has to choose. Stop the train. Or let it cross…

He chooses .One life versus many. The one life is his only son. The little boy running towards him….

The father sacrifices his son for the lives of the people in the train.

Its not always about

Right Vs Wrong

It is often about

GOOD VS GREATER GOOD

War

Kill Vs Save

Animal testing

Test Vs Protect

Sex Worker

s

Work Vs Pleasure

Mercy Killing

Prolong Vs Relief

Factors that influence ethicsCultural CodesPolitical CanvasSocietal Value SystemMoral IntensityLiteracyRewards/ Punishment

Let’s pause for 2 minutes. And think. Maybe jot it down in memory.

What was/is your moment of ethical conflict? What did you do?

Moving on to

Advertising

It’s a business of

Provocation

Advertising is a brand conversation.We need conversations.To inspire, to choose, to enjoy.

Ethics vis Creative License

in advertising

1.TRUTHExaggeration is a figure of speech. As white as snow.

A Great ad VsAn ad for Greater Good.Let’s look at some examples and ask ourselves the question.There is often just right and more right. That’s what makes this hard.

Fastrack India

Truth in Advertising

OK to Exaggerate , Provoke, Hype upOffer choices. Reasons. Attract.Appeal.

NOT OK to Mislead, create controversies, be deceptive and mask the product truth. This works against the Greater Good.

2.RESPECTCultural sensitivities. Local sentiments. Religion. People.Some ads work for a greater message. And are effective. Others are simply a provocation that works against ethics.

Let’s look at some more ads. Let’s ask ourselves which ones work for greater good. Some definitely do.

Save our Sisters. A campaign against Women Abuse by showing the Goddesses we worship in India.

Benetton

Girbaud

RespectBe sensitive. Do the right checks.Provoke :Religion. Values. Beliefs. Only if it makes a point for greater good.

3. BEAUTY

The question isWHO WRITES THE BEAUTY CODES?

Women?Industry?Culture?

The ads that follow are just to show that beauty is getting more stereotyped than ever.Someone is definitely drawing the blueprint for the “aspirational look”.

But, they do inspire women to look good.Feel confident.Go out there and make a point.

Some make more impact. Resonate more.Which ones…. Let’s decide for ourselves…

BeautyDemocratisation of beauty means more responsibilityIs the shift from Inspiration to Compulsion?The self worth story- what role does it play in beauty?Beauty and Wellness- the greater good equation?

4. ICONSThey inspire. They are pin ups. Kids revere them. Spend their

pocket money for the brands they endorse.Are these super heroes of advertising ethical….

IconsInspire not EndangerResponsible endorsement

Four areas. There are more.

TruthRespectBeautyIcons

Creating the Balance

Investing in Greater Good

Give Back

SUSTAINABILITYGive back to society. To Nature. Complete the cycle. Recreate.

Cultivating and investing in conservation of marine life while running his excellent sea food chain.Billy Marinelli. The Oyster bar.A great example of giving back for greater good.

FAIRTRADESource with fairness. Ensure prosperity.

TRANSPARENCYHonesty is a part of communication. Always.

People. Planet. Profit.

Finally, it zeroes down to the 3.

If we focus on all three, there will be decisions for greater good.

Thank You

www.babita-ramblings.blogspot.com@babitabaruah