Honest Work by Ciulla et al. Chapter 8
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Transcript of Honest Work by Ciulla et al. Chapter 8
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DEPENDENCE EFFECTMarketing Ethics
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Galbraith’s Dependence Effect Advertising convinces people that they
need things that they don’t really need.
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Hayek’s Response NO! Advertising elicits desires that
originate with the consumer, but do not cause consumption.
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Galbraith’s point via “They Live” Advertising manipulates unconscious
desires towards consumption of the product advertised
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Vicary: Subliminal Messaging?
In summer of 1957, Advertiser James Vicary, was going to be become “Mr.Subliminal” after the experiment, declared make a marketing experiment on total audience of 45.699 while The Picnic was screening for 6 weeks in small cinema in Fort Lee, New Jersey. Vicary placed a tachistoscope in the theater’s projection place. In this experiment, the massage, “Eat Pop-Corn , Drink Coke” was flashing for 1/3000 of a second at five-second intervals during a film as a subliminal massage that below the audience’s threshold of conscious perceptibility.
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…Or association?
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Response: All Value is Perceived Value
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Goldman: Marketing ADDS value
1) Marketing sponsors art, informs, and promotes consumption.*
2) A healthy society has art, information, and consumption.
3) So, marketing is necessary for a benefitial a healthy society.
*Regulation against false claims
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Consumption? Veblen: If consumption is displayed as
wasteful, it suggests wealth! So, wealthy people are motivated toward wasteful consumption (conspicuous consumption.)
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The NEW NEW? Conspicuous Charity
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Summary Question Is society actually better off taking the
“blue pill” of advertising and believes the fantasy????