Democracy according to a utilitarian is a system of government by the whole population or all the eligible members of a state, typically through elected representatives. What our country is currently lacking is truth. “Truth is essential to the democratic process, because democracy depends on an informed citizenry. In a complex democratic society, the media are the primary conduits of information flow. (Bivins)”
Moral Claimants should not be used in advertisements, according Kant “It’s a Perfect Duty” to lie and in a moral sense it is not a company or advertisers position to make claims of morality. That is not their job to determine what you are supposed to believe. It is better to avoid this claimants and use clear concise writing that is there to show the work and benefit of your product or service. Bringing serious subjects like morality claims is not necessary and is left to the person to figure out in their own lives.
Relativism is the view that truth and falsity, right and wrong, standards of reasoning, and procedures of justification are products of differing conventions and frameworks of assessment and that their authority is confined to the context giving rise to them. Utilitarian’s would advocate for cultural relativism, that is people’s ideas, actions, and values are based out of their culture and that is not the right of others to question or change. As a company you should try to appeal to all cultures and not ostracize a minority or race with your advertising. Although when a company is so large they may just be able to use differentiation, whereby the products or services of large advertisers are perceived as unique or better than competitors (Belch, pg, 774)
Social Contract is a hypothetical agreement between the ruled and the rulers defining the rights and duties of each other. Both would hypothetically hold each other to truthful, virtuous, and ethical behavior. Though rulers tend to get out of hand with this and they don’t generally like when the ruled come to contest them.
Consequential Ethics judges a decision based on its consequences. Utilitarian’s judge a decision by if it benefits the greatest good for the greatest numbers. I think this is generally a good train of thought for a company to abide by because it’s impossible to please everyone, but the goal should be to please the most people and have the least amount of consequences with their actions. “The company employed unusual, controversial advertising techniques and themes that used “shock value” and the power of photography to grab viewers‟ attention. (Benneton Group)”
Duty-Based Ethics Virtue Ethics is when actions seem that by nature they are either wrong or right, for example, lying. It seems lying is an unethical action in every case but sometimes it could be a white lie, where it doesn’t effect the other party in a negative way. If an instinct is hitting someone/something then generally speaking a company should act upon that feeling. The public will most likely pick up on that being the right decision.
Ethics of Care is a normative ethical theory that holds interpersonal relationships and care as a virtue as a central to moral action. Utilitarian thought would say this is beneficial to society and you should care for your fellow human, even if they are strangers. Caring for others is a great way to communicate and create relationships with people.