Our Virtual Classroom: Journalism Ethics During A Global Pandemic.
Voices of University of Arkansas Students Spread Across the Nation
April 16, 2020
Question of the Day: For today’s poll, on polleverywhere.com, we will shift to assessing the ethical performance of advertising professionals who have produced ads and PSAs during the global pandemic.
We have talked a bit about one’s individual news diet since we have gone to remote learning, so when ask you to assess advertising I am referring to whatever media you are consuming on a regular basis. (If you choose to send along a written comment, I would appreciate hearing about examples of ads that you have encountered.) Please take a look at today’s virtual lecture to find an expanded discussion of the topic along with additional readings. Keep in mind that one view of minimizing harm in advertising might be that corporations and advertisers need to be sensitive to the plight of the afflicted just as journalists aspire to in coverage. There would seem to be a fine line between ads that inform and those that could be accused of trying to capitalize on this tragedy.
So please respond to the following question. As far as meeting ethics standards that demand truth-telling and minimizing harm, I would give the overall response by advertising professionals in the face of the global pandemic the following grade:
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I think that as far as meeting ethical standards that demand truth-telling and minimizing harm, I would give advertising professionals an A (excellent). I think this because lately, I have been seeing several commercials from many companies that feel comforting during an uncomfortable time.
Mary Green
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I would give the PSAs and advertisements an overall grade of good. I have seen a lot of pop-ups on both YouTube and TikTok that are trying to reach the young adult and teen demographics. The ads tend to focus on coming together as a community and the dangers healthcare workers and those who are essential workers face. They try to emphasize the importance of the issues while still making the graphics colorful and engaging enough that their target demographic will pay attention. There seems to be more of a focus on how to prevent the spread and keep people safe than focusing on the overwhelming loss of life America’s late response to the virus and overall lack of preparation caused.
Courtney Sakmar
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I often look at adage.com for advertising and marketing related news. As far as meeting the ethics standards that demand truth-telling and minimizing harm I would rate advertising professionals during this pandemic as good. I’ve noticed how they’re donating proceeds to helping families who are without food, or for example, Starbucks gives out a free coffee to nurses. Advertisers are encouraging people to stay home and take care of one another. I think advertisers are using their power of consumers to good use. I’ve seen Ford say they’ll deliver your new car to you and many other examples.
Maritza Cedario
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I answered (C) Average because I feel very indecisive after reading through the articles. I agree with the New York Times article on empty billboards because, yes, that is odd. But then again, who is out in public to see that billboard? And of that low number of people, who on earth is looking to spend money right now? I believe the good advertising I’ve seen over the past month or so have been television advertisements similar to Walmart’s where they have their employees singing Lean on Me. These are the advertisements that I believe have done very well and are never going to come across offensive or disruptive. So overall, I feel like half of the advertisers are playing this game right, and half are backing away in fear.
Tristan Winters
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I would give the overall response by advertising professionals during this pandemic an average grade.
However, that is mostly because I have not been paying very much attention to ads. I do not remember seeing any ads recently that struck me as unethical. I have read stories, like the ones you gave us the links to for today’s lecture, on the failure of Facebook and Google to screen false ads and misinformation.
I can’t remember seeing an ad for a coronavirus cure myself.
But as far as advertisements that I would consider produced by advertising professionals, and not some sort of fringe conspiracy theory group, I have not had either an impression of particular failure or excellence. That is why I gave an average.
But also, I have not been paying close attention to them. So a grade on my impressions may be inaccurate.
The one ad on Facebook that I seem to see most often, or at least that I find memorable, is an ad FOR Facebook about how Facebook is keeping people connected. The ad’s catchphrase is something about not being distant although we are social distancing.
Hillary Hollis
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I would say that the advertising that I have seen is very good at being ethical, considering the world we are living in. I have seen many advertisements, specifically on streaming platforms like Hulu and Netflix promoting helping others and placing encouraging messages out there in order to cater to the people. However, I have seen people with differing opinions as well. For instance, I read an article on Medium about the advertising and positioning regarding the coronavirus. My favorite quote is, “but when the problem is emotional, the fix becomes a new staple in your life, and you become a lifelong loyalist. Coca-Cola makes you: happy. A Mercedes makes you: successful. Taking your kids to Disneyland makes you: proud. Smart marketers know how to highlight what brands can do for you to make your life easier. But brilliant marketers know how to re-wire your heart. And, make no mistake, the heart is what has been most traumatized this last month. We are, as a society, now vulnerable in a whole new way.” It explains the fact that we are in a very emotional place as a country and marketers can very easily play into that.
Katie Beth Nichols
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I personally have not seen an offensive ad from a company during the pandemic. I think companies using ads and email marketing are trying to portray some form of comfort – comfort that they are taking the right measures to keep their employees and customers safe. I see this a lot in Walmart. Walmart still wants people to see them as their friendly neighbor through their advertising and store measures.
Molly Yale
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