Great State Wheat Flakes Can't Be Beat

16284 Words66 Pages
Supplemental/Examination Cases The use of a case for exam purposes can help the instructor understand a student’s depth of understanding of the material. Points can be taken off if they fail to identify the ethical issues and important stakeholders or justify their decision relative to their stated moral philosophy base. To help you with this exam type we have included three cases that can be used for exam purposes. SUPPLEMENTAL CASE 1 Great State Wheat Flakes Can’t Be Beat* Betty, who has been employed for three years as a copywriter for HK&M, a small advertising agency specializing in consumer packaged goods, has been feverishly working for the past week on a new ad campaign for Great State Wheat Flakes, a regional breakfast cereal.…show more content…
Preston, The Great American Blow-Up: Puffery in Advertising and Selling, Madison: University of Wisconsin Press, 1975, p. 3. Copyright © Houghton Mifflin Company. All rights reserved. 162 Supplemental Case 1: Great State Wheat Flakes Can’t Be Beat* detriment,”* Deception involves (1) materially false advertising (materially false, i.e., there is a claim-fact discrepancy—not the case here) or (2) misleading advertising, whereby false subjective consumer impressions or perceptions are created—possibly the case here. Consumer research could be used to determine whether a significant number of buyers are fooled or whether they merely suspend their disbelief willingly. If consumers are fooled, the comparative claim is unethical since it misleads them. If people willingly suspend their disbelief; then no deception is involved and making a comparative claim does not violate any ethical standard. • Because implied superiority claims are commonly used by commodity brands, as Steve notes, (perhaps by Great State’s competitors too) does that make them acceptable? A common fallacy is that because everyone does something, it is acceptable. Relativists (also known as situation ethicists) would say that morality can be determined by what the majority believes or by what many others are doing. This would typify the 40 percent rule in Chapter 7. Because puffing and

More about Great State Wheat Flakes Can't Be Beat

Get Access