In Groundwork for the Metaphysics of Morals, Immanuel Kant aims to articulate and defend “the supreme principle of morality.” He presents the elements of this basic principle in his famous formulations of the Categorical Imperative, which demand that we universalize our maxims, respect humanity as an end in itself, and conform to the moral principles that we will as rational persons with autonomy. Kantians disagree about the interpretation and relative importance of these various formulations, but most now agree that although (...) they provide no algorithms, the formulations can be helpful in guiding moral deliberation and judgment. Hill explains the basic features of the formulations, reviews different interpretations, illustrates how they might guide judgment regarding the duty of beneficence, and notes various problems that each formulation raises. (shrink)

Whereas professional persuasion is a means to an immediate and instrumental end, ethical persuasion must rest on or serve a deeper, morally based final end. Among the moral final ends of journalism, for example, are truth and freedom. There is a very real danger that advertisers and public relations practitioners will play an increasingly dysfunctional role in the communications process if means continue to be confused with ends in professional persuasive communications. Means and ends will continue to be confused unless (...) advertisers and public relations practitioners reach some level of agreement as to the moral end toward which their efforts should be directed. In this article we advance a five-part test that defines this moral end, establishes ethical boundaries that should guide persuasive practices, and serves as a set of action-guiding principles directed toward a moral consequence in professional persuasion. The TARES Test consists of five principles: Truthfulness, Authenticity, Respect, Equity and Social Responsibility. We provide checklists to guide the practitioner in moral reflection and application of TARES Test principles. (shrink)

Introduction -- Part I: The good life -- Hedonism : its powerful appeal -- Is happiness all that matters? -- Getting what you want -- Problems for the desire theory -- Part II: Doing the right thing -- Morality and religion -- Natural law theory -- Psychological egoism -- Ethical egoism -- Consequentialism : its nature and attractions -- Consequentialism : its difficulties -- The kantian perspective : fairness and justice -- The kantian perspective : autonomy and respect -- The (...) social contract tradition : theory and attractions -- The social contract tradition : problems and prospects -- Ethical pluralism and absolute moral rules -- Ethical pluralism : prima facie duties and ethical particularism -- Virtue ethics -- Feminist ethics -- Part III: The status of morality -- Ethical relativism -- Moral nihilism -- Ten arguments against moral objectivity. (shrink)

Drawing upon contemporary virtue ethics theory, The Model of The Principled Advocate and The Pathological Partisan is introduced. Profiles are developed of diametrically opposed archetypes of public relations and advertising practitioners. The Principled Advocate represents the advocacy virtues of humility, truth, transparency, respect, care, authenticity, equity, and social responsibility. The Pathological Partisan represents the opposing vices of arrogance, deceit, secrecy, manipulation, disregard, artifice, injustice, and raw self-interest. One becomes either a Principled Advocate or a Pathological Partisan by habitually enacting or (...) embodying the virtues or vices in the context of professional practices. (shrink)

In adopting a deontological lens to assess message ethicality, this study identifies and explicates the ethical dimensions of fast food advertising through five principles of the TARES framework of persuasion ethics. In moral weight, fast food—with its high calories and low nutritional value—is negatively prejudiced. A deontological-ethical perspective, by focusing on the quality of the advertising message, shifts the focus from the product to a more measured deliberation about the moral responsibility of fast food advertisers to reposition them as moral (...) agents who are accountable for their messages. A content analysis of 380 television and print ads for fast food in Singapore shows that few ads met the TARES's expectations. Ads targeting children and teenagers are associated with lower message ethicality than ads targeting adults and the general audience, lending empirical support to the literature critical of fast food advertising's insidious approach of targeting the young. (shrink)

Scholars have long asserted that public relations (PR) professionals should play the role of organizational conscience, but little research has focused on why and how they play this role effectively. We found that PR professionals who played the role of organizational conscience had broadened conceptions of their roles and responsibilities, including a fervent duty to the public interest. This often put them in the position of providing criticism to powerful organizational players. Rather than raising their ethical concerns as persuasive orators, (...) they used subtle, resourceful, and experiential approaches to persuasion. Playing the role of organizational conscience typically necessitated gaining access to informal coalitions since access to dominant power coalitions often was limited or late. Organizations with participative cultures supported the role of organizational conscience. (shrink)