greater good

73
GREATER GOOD Ethics. Life. Advertising.

Upload: babita-baruah

Post on 11-Aug-2014

25.697 views

Category:

Business


0 download

DESCRIPTION

This deck was part of a session. A guest lecture in the Indian Institute of Foreign Trade. On Ethics in Advertising/Marketing. Being in advertising, it is skewed towards that. I believe that Life teaches us more about Ethics than text books. It is very subjective. If there is one yardstick I can think of, it is maybe, Greater Good. That became the core of my conversation.

TRANSCRIPT

Page 1: Greater Good

GREATER GOODEthics. Life. Advertising.

Page 2: Greater Good

Before advertising, let’s talk about

Life and Ethics

Page 3: Greater Good

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

Page 4: Greater Good

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.

Page 5: Greater Good

Its not always about

Right Vs Wrong

Page 6: Greater Good

It is often about

GOOD VS GREATER GOOD

Page 7: Greater Good

War

Page 8: Greater Good

Kill Vs Save

Page 9: Greater Good

Animal testing

Page 10: Greater Good

Test Vs Protect

Page 11: Greater Good

Sex Worker

s

Page 12: Greater Good

Work Vs Pleasure

Page 13: Greater Good

Mercy Killing

Page 14: Greater Good

Prolong Vs Relief

Page 15: Greater Good

Factors that influence ethicsCultural CodesPolitical CanvasSocietal Value SystemMoral IntensityLiteracyRewards/ Punishment

Page 16: Greater Good

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?

Page 17: Greater Good

Moving on to

Advertising

Page 18: Greater Good

It’s a business of

Provocation

Page 19: Greater Good
Page 20: Greater Good
Page 21: Greater Good
Page 22: Greater Good
Page 23: Greater Good
Page 24: Greater Good

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

Page 25: Greater Good

Ethics vis Creative License

in advertising

Page 26: Greater Good

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

Page 27: Greater Good

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.

Page 28: Greater Good
Page 29: Greater Good

Fastrack India

Page 30: Greater Good
Page 31: Greater Good
Page 32: Greater Good
Page 33: Greater Good

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.

Page 34: 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.

Page 35: Greater Good
Page 36: Greater Good

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

Page 37: Greater Good

Benetton

Page 38: Greater Good

Girbaud

Page 39: Greater Good
Page 40: Greater Good
Page 41: Greater Good
Page 42: Greater Good

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

Page 43: Greater Good

3. BEAUTY

Page 44: Greater Good
Page 45: Greater Good

The question isWHO WRITES THE BEAUTY CODES?

Page 46: Greater Good

Women?Industry?Culture?

Page 47: Greater Good

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…

Page 48: Greater Good
Page 49: Greater Good
Page 50: Greater Good
Page 51: Greater Good
Page 52: Greater Good
Page 53: Greater Good
Page 54: Greater Good

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?

Page 55: Greater Good

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….

Page 56: Greater Good
Page 57: Greater Good
Page 58: Greater Good
Page 59: Greater Good
Page 60: Greater Good

IconsInspire not EndangerResponsible endorsement

Page 61: Greater Good

Four areas. There are more.

TruthRespectBeautyIcons

Page 62: Greater Good

Creating the Balance

Investing in Greater Good

Page 63: Greater Good

Give Back

Page 64: Greater Good

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

Page 65: Greater Good

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.

Page 66: Greater Good
Page 67: Greater Good

FAIRTRADESource with fairness. Ensure prosperity.

Page 68: Greater Good
Page 69: Greater Good

TRANSPARENCYHonesty is a part of communication. Always.

Page 70: Greater Good
Page 71: Greater Good

People. Planet. Profit.

Finally, it zeroes down to the 3.

Page 72: Greater Good

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

Page 73: Greater Good

Thank You

www.babita-ramblings.blogspot.com@babitabaruah