Randall recently finished graduate school with an M.A. in advertising and works at a major agency in account services. His job requires him to work as an assistant account executive for a client that is introducing a new sports car. His responsibility would be to drive the new sports car for six months while selling the car and hand out supplementary materials to whomever was interested in the car. Randall would not be able to tell the individuals that the car was not his and this promotion seemed deceptive to him.
In order to best analyze this case; I will use virtue ethics to help decide what Randall should say and to whom. Randall is clearly smart and educated, yet when presented with a promising job, Randall has difficulty figuring out what to do. It makes sense, as the question of ethics becomes blurred in this situation. Attributes of virtues for advertisers are truthfulness, loyalty, and tactfulness (Bivins, 79). Randall has an M.A. in Advertising, so if he were to follow the virtue traits of truthfulness, he would talk to the account team and let them know how he is uncomfortable by the situation. If Randall practices virtue ethics habitually, the traits of good character can make him a good person (Bivins, 79). Randall’s hesitation towards the promotion shows that he has traits of a good character but needs more guidance on ethical decision-making. Using virtue ethics, potters box, Grunig’s linkages, and Ross’ prima facie duties should help Randall see that he should talk to his employer by informing him that this promotion is unethical and makes him feel uncomfortable.
In order to decide if Randall should say anything and to whom, it is important to utilize Potter’s box...
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...e to lose his job, Rachel’s states that virtues are important because the virtuous will fare better in life. Therefor, Randall should not accept the promotion, and if need be, find another job.
Looking at how these issues effect the stakeholders involved also show that more harm than good comes from it. Therefore, he should say how unethical this promotion is, and talk to the account team. By doing so, Randall can also possibly help them see the unethicality of this buzz marketing technique. Even better yet, if Randall chose to publicly speak about this issue, this could lead to a loss of costumers which could be detrimental to the company. The car company might have to change their ways by finding an ethically correct tactic for selling cars. This would make the CEO of the company somewhat of a virtuous person, which in turn, can lead to becoming a good character.
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