I NEED 3 PARAGRAPHS RESOLVING ETHICAL BUSINESS CHALLENGES Daniel just graduated
ID: 420846 • Letter: I
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I NEED 3 PARAGRAPHS
RESOLVING ETHICAL BUSINESS CHALLENGES Daniel just graduated from Michigan University and landed a job as a copywriter at Young, Olsen, Lindle, and second to none in taste. If people are going to eat bacon, Olson (YOLO) Advertising assigned to one of the sub- why not eat the best? Even if it is a heart attack waiting to sidiary accounts of Delicious Uber Bacon Ingredients happen," Ms. Kunies joked. Extraordinaire Corporation. This conglomerate was pri- marily a food processing manufacturer beginning 100 He explained their conversation and expressed con- years ago with pork in the Midwest. Overall corporate cern over the fact Ms. Kunies is currently a vegetar- sales of beef, chicken, pork, and seafood were more than an, and she attributed her high cholesterol to Uber $750 million each year. YOLO considered many advertis- bacon. Daniel felt relief when he saw the concern in ing options and opted for a celebrity spokesperson. That Chloe's face, but soon realized her concern was about meant Daniel would work with Gloria Kunies as the celeb- Ms. Kunies pulling out of the advertisement. Daniel rity endorser. Ms. Kunies is a well-known, well-loved, reassured Chloe that Ms. Kunies still wanted to pro- young, and vibrant actress with a large younger following. mote the product, but it seemed like a contradiction to "No question about it. As far as bacon goes, Uber is The next day Chloe asked Daniel how it went Chloe, President of YOLO, asked Daniel to step into have a vegetarian promoting bacon. Chloe responded her office. "Daniel, this new account is a good start for by saying as long as Ms. Kunies had eaten the bacon at you. We usually don't let our new copywriters handle some point in her life and thinks it is a good product, it accounts by themselves, but you have proven to be a makes no difference as to whether she currently eats the capable employee. Your job on this account is to write bacon. She continued, "Sometimes in advertising, you copy for the commercials using Ms. Kunies's product have to add a spin to the message you are communicat- testimonials. The copy needs to be crafted as a testimo- ng so it fits with the product you are selling. Not only nial, targeting the market of 17- to 30-year-olds. Ms. are you selling a product, but more importantly, you are Kur user of the product. The scripts should feature her tes- consumers." tifying to the quality, value, and tastiness of the bacon I want you to meet her tomorrow so you can start the how he was going to write this advertisement. He did writing process and understand her personality in order not want to begin his career in a dishonest manner, but to script the messages. Spend the rest of the day immers- he also wanted to produce work that pleased his boss ing yourself in her biography and researching her on the He tried to think of creative ways to mask the contra- Internet." As Daniel left Chloe's office he remembered a diction of the advertisement. Maybe with humor? He Facebook post about Ms. Kur already signed an affidavit as to being a bona fide selling an experience, a feeling, an idea that appeals to As Daniel walked home that evening, he wondered s being a vegetarian asked himself if this appro ch would still feel disho The next da sked he The next m Da Ms. Ku I have tried Ube was going to meet with what he had wri she had actu ed the ba ied, both Ms. Kun nd Chlo chn was a kid. Ba been a huge od. I've do timonials in the Pa-, nd know the American Advertising Federation (AAF) QUESTIONS I EXERCISES ethical issu t Daniel is encountering know as long as my comme t be chal d 2. Do n any way violate the nge Uber bacon has been a mine wa why should Daniel be c erned? What vertiseme all that ba r decade the eally did a numbe my cholesterol ible ly hypothetical; any resemblance to real even though you doi incidental. ni anies,Explanation / Answer
1. The ethical issues which Daniel faced in the case are about endorsing the brand. The company has chosen a celebrity to become the brand ambassador to promote the brand of a bacon but she has become pure vegetarian and her testing effects suggest that the bacon is providing extra cholesterol to the body creating a lot of health complications. The company should revisit its range of product before blindly promoting it. This may affect the company's business as social media is so strong these days and already the endorser announced in the social media that she has become vegan recently. This violates the ethical conduct of business, which means knowing the fault of a product you try to hide it and endorse in a false manner. The ethical way would have been to reinvent the product in a healthy way and promoting it as cholesterol free or 100% healthy product so that it will gain popularity.
2. Yes, the case shows the violation of fairness, honesty, and integrity. As the product series of Uber is having high cholesterol which may give later health complications it should clearly be mentioned in the package and if possible the products to be manufactured in a healthy manner before endorsing it blindly and the YOLO company should emphasize in this context before designing ads for it. The YOLO and the celebrity Ms. Kunes should inform the producer Uber about the products lacunas rather only focus on money for making the ads. They should be honest in their work and clearly suggest the idea of the high cholesterol issue which needs to be avoided to the producer. Ms.Kunes being a vegan should not promote the brand as this affects her honesty and integrity towards work. Mr. Chloe after getting the feedback of Danie should rethink of the ad campaign before blindly giving green signal to the ad. Quality and integrity are two main components of any business which should be handled in an ethical manner and this only help the business to sustain in the market.
3. The ad campaign does not violate any laws but it violates the ethical conduct of business. The company should not endorse a faulty product even after knowing the problem in a product. Though it will not affect legally the company currently but it may create legal issues later when people after using the product will know the faults. The future implications will be severe when people will know that a Vegan celebrity is endorsing a non-vegetarian product and she is not using it as well and the ad making company is promoting that the celebrity tested the product. This may bring down serious issues to the company and may create an ethical misconduct case. Daniel is concerned about these issues as it may affect his career too as he is on the verge of making his new career. He should think in this perspective and make aware his boss about these future scenarios.
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