Moral Problems of the Kmart Commercial on Joe Boxer

Case Study Instructions:

Soon after airing its Joe Boxer ad, Kmart hears the news that some people view it as distasteful. The Chief Executive Officer decides to leave the ad on air but also schedules a meeting with the Marketing Director, Ethics Officer, and General Counsel to discuss how to avoid developing controversial ads in the future. Assume that you are the Marketing Director and must prepare answers to the questions below. Incorporate at least one principle from the American Marketing Association’s code of conduct and any other relevant values. Also, include any facts, citing them.
1. What are the one or more moral problems?
2. What are the positive and negative consequences of the following solutions:
a. Hire a competent advertising agency to make the right decisions about advertising content.
b. Have senior managers review and approve the content before production.
c. Pre-test the advertising content with key stakeholders.
3. Which of the aforementioned solutions, if any, do you recommend? For what reasons?
4. Which additional solutions, if any, do you recommend. For what reasons?
Resources:
The following reading reviews the kinds of moral problems that often surface in communication in general and advertising specifically. Unlike many of your other readings, this material is best reviewed online, because the main points often are illustrated by images or videos.
*O’Barr, W. M. (2007). Ethics and advertising. Retrieved from https://muse(dot)jhu(dot)edu/article/221968 (Read all 15 pages)
Following are case study materials in the form of a video and readings related to corporate/non-profit communication, specifically what Kmart should do about an advertisement to which at least some members of the public object. Your discussion will draw from these materials, so I recommend that you review the related questions before going through the materials.
*American Marketing Association. (2017). About AMA: Statement of ethics. Retrieved from https://www(dot)ama(dot)org/codes-of-conduct/
*Berg, M. D. (2013). Is Kmart’s risqué holiday ad ringing hollow? AdAge. Retrieved from http://adage(dot)com/article/news/kmart-s-risque-jingle-balls-holiday-ad-ringing-hollow/245403/ (read all 6 pages)--This is behind a paywall so read this instead: https://www(dot)nydailynews(dot)com/life-style/kmart-joe-boxer-commercial-sexy-article-1.1522225
*WorldMusicstar. (2013). Kmart joe boxer commercial Christmas jingle bells show your Joe [Online video]. Retrieved from https://www(dot)youtube(dot)com/watch?v=K3rHibpKMxc (watch all 2:12)

Case Study Sample Content Preview:

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The Kmart commercial advertisement raises morals issues among viewers who consider it sexual and disgusting. The advertisement seeks to promote Joe Boxer’s holiday men’s underwear. The ad has a group of men stripped down to their skivvies. The sexualization of the advertisement raises moral questions about the company’s adherence to morality. The advertiser does not consider the target audience, which includes children. Given that the advert is meant for the general audience, the company does not consider its implication for children. At the same time, some adults find it disgusting to watch men stripped down (Murray, 2013).
Hiring a competent advertising agency would ensure that the company does not engage in an unethical advertisement. Such an agency will be concerned about its image and will want to ensure that any content is appropriate for the audience. The agency will ensure the company adheres to American Marketing Association (AMA) ethical norms and values. Marketers are expected to avoid causing any harm to the target audience (AMA, 2021). However, hiring an advertising agency will be expensive for the company. More costs would be incurred to pay the advertising agency to create ads. If the business does not have a lot of cash, this approach would be impossible to undertake.
Having the senior managers review and approve the content will ensure that what goes out is suitable for the audience. The company will avoid possible backlash from the public from unethical advertisements. The managers will ensure that all ads comply with the company’s policies. However, the move may hinder creativity since some managers may not be competent enough to balance creativity and morality. The creators may be forced to make more submissions before one is approved. This may also be time-consuming and cost the company valuable time. Some adverts may...

Updated on January 26, 2024

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Moral Problems of the Kmart Commercial on Joe Boxer

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