The Ethics of Marketing Good Corporate Conduct Author(s): Mary Lyn Stoll Source: Journal of Business Ethics, Vol.

41, No. 1/2, The Role of the Business Person in the Fabric of Society (Nov. - Dec., 2002), pp. 121-129 Published by: Springer Stable URL: http://www.jstor.org/stable/25074910 . Accessed: 22/04/2013 01:26
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The Ethics
Good

of Marketing
Conduct Mary Lyn Stoll

Corporate

ABSTRACT.

Companies

that contribute

to chari

table organizations thropic work will

Marketers cially of careful, good

rightly hope that their philan also be good for the bottom line.
must such be conduct espe in

Day or a national campaign, advertising consumers to know nies want about that

conduct corporate to market however,

marketers fashion. Although acceptable or in mild take artistic engage typically deception license when marketing goods and services, these sorts troublesome when of practices are far more morally I argue that used to market good corporate conduct. is not substantially worri although mild deception some with to of most goods the respect marketing and services, it is a far greater moral blunder to use in the marketing such methods of good corporate
character. These erode trust and demonstrate a lack

a morally

that their they do in the hopes line. also be good for the bottom might In one this is utterly sense, unproblematic. are rewarded Good for good deeds companies to turn and this in other companies encourages to the community. in giving back that their desire to Companies publicly proclaim a be in the community force will also positive to be more face continued likely scrutiny, public follow suit and this will to avoid wrongdoing. a further in turn provide incentive In another sense, however, can donations corporate concerning

compa the good good deeds

In light of of adequate respect for the moral good. I suggest that such practices must be these concerns, of cor re-examined when applied to the marketing I and conduct. character porate good Finally, develop a revised set of ethical guidelines that are needed in order keting to address of morally the problems praiseworthy advertising
corporate

advertising a company be morally When problematic. spends on far more their than it good deeds advertising on the deeds it is question themselves, spends or not are truly able whether actions such morally sort of praiseworthy advertising and whether or not this is unacceptably misleading. are less Although campaigns advertising generally all than forthright of the relevant concerning facts,
character

peculiar behavior. ethics,

to the mar

KEY WORDS:
corporate character,

business

ethics,
mar

philanthropy,

mild

deception
is a much more

in marketing
serious offense.

corporate
When

keting

advertising to charitable that contribute organi Companies zations rightly hope that these contributions will not go unnoticed and investors, by consumers, it is a members of local communities. Whether line of acknowledgement in a brochure for Earth philanthropy of reacting resulting serious

campaigns concerning are selectively advanced to negative public this the prior misdeeds, concerns. At

corporate as a means perceptions too raises same time, for

from ethical

the benefits however, must not deeds good

of positive be undercut

publicity as an incen

Mary

Stoll is presently an Associate Professor of State University, Mankato. Philosophy at Minnesota Her research focuses upon ethical theory and applied Lyn
ethics. Her work examines the nature of corporate moral

to engage tive for companies in morally accept able behavior. A set of guidelines for dealing with the marketing of good is conduct corporate needed Thus, adjusted marketing in order standard to deal with views deeds. these sorts of issues. ethics must be of marketing the moral

agency and the potential for

virtue.

development

of corporate

to deal with good

of peculiarities In this paper, Iwill begin

Business Ethics 41: 121-129, 2002. -^g- Journal of r ? 2002 Kluwer Academic Publishers. Printed in theNetherlands.

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122
with discuss order standard how views such of marketing accounts must ethics be

Mary and then revised in

Lyn

Stoll are reasons on any good moral certainly to be honest, of these accounts non-coercive, in business and non-deceptive transactions. there The meet debate. argued consumer Galbraith aiding be may Advertisers extent these to which criteria market is still practices actually a matter of intense

one

to deal with

corporate good cases studies, one corporate of conduct

the peculiarities I will conduct.

of marketing then use two

of unacceptable of marketing one mar and of very careful to suggest conduct, towards which business turn when formulating good corpo

corporate keting good more adequate guidelines in marketing may persons advertising
rate conduct.

John Kenneth that business desires claims in the in

for instance, has Galbraith, not does satisfy simply and needs (Galbraith, 1985). advertisers of with induce and full be more consumer the coerce desires us by that

that

campaigns

concerning

creation conflict also

I.

Standard

views

of marketing

ethics

contrary individuals

may to a more would

greater good. desires that are life that if not

satisfying

for a constant Since that the primary it is effective for the market is justification in meeting consumers' desires it follows that marketing services, undermine function. the To be effective effective the market per in

likely pursue barrage of advertisements inducing to procuring slavish devotion frivolous goods and in creating services. This poses moral problems virtue is fostered

for goods and not tactics ought formance of meeting must be one tary so informed

a society in which individual above base materialism.

this

consumer

that

needs, however, in which is truly volun exchange consumers be able to make will

such as Theodore Levitt, would Others, argue that the virtues of non-deception, non-coercion, to be more in advertising and honesty ought circumscribed. practices gerated product. a matter These theorists in which claims with would sellers make respect defend exag to a of puffery or fanciful

in procuring and the goods want. to services David they actually According at least three ethics includes Holley, marketing tenets: the buyer and seller must (1) Both major is pur informed be adequately what concerning and is chased what (2) paid for that purchase. nor seller is Neither buyer compelled through
coercion, severely restricted alternatives, or other

decisions

viding to making

are clearly more such practices Although tactics than of simply pro of persuasive customers with the information necessary well reasoned one might decisions, ismorally accept deception serve a social good. In this sort of this that argued to elevate the mundane

relevant

constraints

on

(3) Both buyer and a rational decision (Holley, in place, trust one involved more would

seller

the ability to choose. And are capable of making

argue that such mild even able and may has Levitt, regard, aspects advertising of can

the transaction concerning these sorts of constraints 1987). Without not be able to and sellers will buyers another. Without such time adhered find the business and trust the parties transaction much it

promise

help existence with imaginative everyday a more to art than function akin serving

will be

(Levitt, 1970). Robert huckstering that so long as further argued or even created desires fostered

has Arrington of the pursuit is by business autonomy (Arrington, line of rea and of

cumbersome

if each party

than consuming to such minimal utility results

affirmed by the individual, consciously are not compromised and rationality

ethical guidelines. Apart from the expected consumers that for both and businesses from such

1982).
Richard soning Lippke objects that the net arguing to this affect of mass-adver

one might a system, also hope that out adhere to these guidelines both parties would one a most of the basic of moral of respect for obligations: informed Whether Kantian, a respect autonomous one for others' decisions favors ability for themselves. to make

ultimately Contractarian,

a Utilitarian, or virtue based ethic,

sup individuals who define of autonomous pression sorts of decisions. themselves these through with which that the frequency Lippke maintains

in fact induce desires, beliefs, tising does attitudes that the encourage suppression the rational decision and thereby making

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The Ethics individuals repetitive sion by simply think are

ofMarketing

Good

Corporate for

Conduct even

123

to such ads and the subjected nature of the ads are akin to oppres a very loud and persistent bully who not

argues

practices skills are fostered stitutes merely

in order

restraint in marketing greater to assure that critical reasoning con and that notions of what reasoned (Lippke, rather 1989).1 than

give one the time or space to for oneself. the vulnerable, Targeting emotional legitimizing appeals, oversimplifying and encour claims, relying upon superficiality, will of claims are standards for proof aging shoddy in mass all common that practices advertising serve to subvert free, rational, and autonomous decision-making. teaches individuals sentation of This barrage that highly relevant advertising selective repre to decision of

the good life are well market manipulated

II.

Moral

problems peculiar of corporate marketing there to which particular is much standard cases or debate

to good

the conduct the

Clearly degree either

concerning

information

advertising en masse

and the overstatement of possible benefits making are legitimate means of affecting the decision others. of these practices practices making Again, are antithetical to encouraging rational self-deter mination objections follows: 1989). (Lippke, Lippke to standard marketing sums up his as practices

One might problematic. reasonably amount certain of deception in advertising so as consumers harmless bear relatively long mind

in practices are morally argue that a is in

(These messages)
cannot believe or

tell

individuals
what

. . . that they
others say, that

our culture to which the extent presup caveat the of poses emptor and the extent principle to which license in advertisers may take creative a with which symbolic imagery depicting they a product will be associated.2 One might hope also argue that advertising, reasonably especially in mass quantities and constant doses, does in fact to be threaten rational and ought autonomy so as to individuals truly respect by of non-coercion, and non as critical reasoning skills. But corporate good the stakes are

trust

anything
contrary words mean. cation can They

(or nothing!)
to one's claims whatever persons of mean tell

can be proved,
may be

that evidence
and them communi no matter that to

ignored, wants anyone success in others

reformed

that persuading

is a matter

how it is done. Such

about thought and communication starkly oppose the habits and atti tudes constitutive of critical competence: clarity,
rigor, precision, patience, honesty, effort, etc.

attitudes

fostering practices as well deception to marketing it comes when as morally conduct praiseworthy, raised both sumers

(Lippke, Lippke

1989, p. 45). further

con to protect for those who hope from morally business prac unacceptable tices and for businesses that hope good corporate conduct will also be good for the bottom line. Here, the marketing of good a corporate very special case represents in which of advertising it is especially important that such marketing is carried out in a respon argue conduct sible fashion. In an increasingly global weak of system relatively consumers upon panies Even need to know the media that to serve as a a with economy international law, that they can depend over com behavior. the will errant I will that

to standard mass mar objects as so far in such practices allow keting practices to define advertisers the ideal of the good life our our desires and by exploiting by manipulating insecurities rather than allowing individuals the mental about space what critically is constitutive of at best to think for the themselves good life.

to Lippke, According to which of advertising us from the

things as developing or friendships dealing with in a clearheaded flaws and insecurities

onslaught we are distracts subjected to us such that truly matter personal way. At

the mass

engage if government

watchdog in unacceptable cannot punish moral

our insecurities worst, mass exploits advertising us collec in order to increase sales and deprives tools needed tively of critical thinking free and well-reasoned decisions. Thus, to make Lippke

often surely public outrage as sure a as prove just any regula punishment can If companies the dis tory fine.3 "manage" relevant to moral judgments persal of information of corporate behavior the marketing of through company,

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124
isolated than the instances

Mary Lyn Stoll

even of good corporate conduct immoral conduct is the rule rather well To reasoned initial autonomous decisions with respect

in cases where

consumers lose a vital tool exception, in making decisions well reasoned about the to support. and practices If, they choose products a company on the other hand, to go chooses above and beyond to meeting moral the call of duty with respect to its stakeholders, obligations to this may be more costly, it needs

purchase. of the negative offset much own ciated with Phillip Morris' these tices, know Morris donations included

to this

asso publicity in involvement

sorts of deceptive and manipulative prac a Morris launched has campaign Phillip as "People." to is meant The campaign has achieved to charitable through its philanthropic ads These organizations.

highlight many of the positive things that Phillip

even when

of good the marketing corporate rely upon to conduct make up for such losses and to explain concerns its prices that may be driving the moral slightly higher. standards the conduct which In order to better discern what for marketing should be, Iwill first good examine corporate a case in

magazines print ads in prominent pub a Phillip that Morris Miller, money licizing and job has set aside for scholarships Company, ads Other for technical students. training college has given the money that Phillip Morris highlight on Wheels to the Meals for homebound program nour persons who need help in getting adequate ishment and meant the Program businesses. with minority owned are and worthwhile these noble Diversity Supplier company's to ensure increased partnerships While all of

the marketing of good corporate conduct is done a fashion that ismorally and problematic case another of appropriate then later discuss

of good character. These corporate advertising serve as illustrations broader will of examples that the sorts of guidelines concerning points marketers good ought conduct. corporate Morris' troubles Phillip to consider when marketing and The

philanthropic criticized endeavors, Adbusters has recently Phillip one hundred Morris for spending eight million dollars tions 2001). on advertising and only sixty million to these When charitable a company these purported good deeds on dona dollars corporate organizations (Adbusters, on far more spends on then facilitating whether or not

with

often

repeat customers deceived knowingly edly of having and of risks of smoking the health concerning lack skills children who adequate having targeted to make well-reasoned of the decisions product. purchase in the tobacco others industry are all faced with a peculiar in that their problem marketing one clear case in is is This addictive. product can actually create and sustain a business which desire within a the product consumer simply to continue the product properties. upon of purchase rely has begun he or she will to purchase has itself because addictive must initial concerning Morris Phillip the and

behavior illegal, accused has been company

are well

unethical, known.

and convicted

its good deeds, advertising is it deeds, good questionable are truly morally the actions whether ceptably plicated
upon

or not

this

misleading. by the fact

of

and praiseworthy sort of advertising is unac com issue is further The focusing
one area, excellence in

that this ad campaign has been

areas

corporate

chemically tobacco companies Although to induce the other factors tobacco once

partly developed giving, over corporate censure as a response to public in another misdeeds area, namely misinforming consumers health risks and marketing concerning an addictive One might product to children. that there is respond by insisting consumers all know with wrong letting nothing their information of the relevant concerning the of Phillip Morris, moral including judgments has done. Furthermore, that Phillip Morris good if one advocates a stockholder view of the cor poration donations the obligations, philanthropic are only justified insofar as they help to turn a profit for stockholders company 1970; Hasnas, 1998). Thus spending and its moral

charitable

products, to purchase the industry's products, to be unlikely stop. This is part of the reason why of the marketing found the public has generally to be especially to children cigarettes Since use of the product inherently after its initial of coercion elements its chemically pernicious addictive to target repugnant. introduces use due to

the consumer

it is especially properties, can not yet make those who

(Friedman,

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The Ethics more on

ofMarketing

Good the

Corporate utmost

Conduct

125

than on the advertising philanthropy on such a is itself philanthropy entirely justified Even

view.

a stockholder view of corporate though is contentious itself amongst obligation highly even ifmanagerial ethicists, many business oblig are so drastically as this sort of ations limited suggests, theory still good reason Even immoral. basic I would to think maintain that there is are that these practices maintain stockholder theorists justified given certain it is true that the perhaps know even an

most, namely character and right conduct. for Take, good an to win the case of someone instance, seeking election for homecoming who makes queen at the local soup several very visible appearances kitchen the election. nity or at a community service day just before in commu She rarely ever engages activities these otherwise activities and would if not for not the

to promote value, is value secondary unacceptable lack of respect for what matters

something and indicates

of a

service

that pursuit of profit is only constraints. Although has a

company

to all of the obligation, its corporate relevant facts concerning character, an it does not follow that thereby advertising means is the most by campaign appropriate which of the to disseminate reasons such information. For all for thinking that Lippke gives is in advertising morally problematic to disseminate relevant character infor is even designed corporate are generally Ads emotions and quick reasoned

and right, consumers let

is clearly with wrong something her behavior. Part of the problem in is the way asso to the values which this approach appeals ciated with of the moral lesser value, good thing individual's popularity. some to promote this namely particular for beauty character and

in participate contest. There

winning Feigning to gain

a contest

that mass general, mation more

advertising concerning

or high moral esteem to achieve attempting merely some other a lack of respect lesser end indicates for moral values that are clearly of a higher value than the secondary ends these values are used to

problematic. to appeal to the to than rather

promote.

judgment discussion. Ads

commonly rely upon a select subset of informa tion rather than providing all of the relevant a decision. While to make information needed these even practices relatively may harmless be common when used suspect moral so attention and access and perhaps to advertise used character. as one's to careful to all of the

In the case of Phillip Morris, this problem is Morris that the fact has by Phillip used that individuals the value associate with exacerbated what ismorally the damage business a to act in its failures fashion that past through is respectful of what conduct demands. right an utter disre the company has displayed Thus, gard for values over: first by health risks especially the moral to it only its earlier It might attached to the moral customers good twice concerning deceiving are and preying children who upon and second vulnerable, by profaning law yet again by selectively appealing to regain profits lost as punishment for indiscretions. good and right in order to its own that it has done to offset

products, they are far more to advertise the company's with Especially something considered reasoned relevant moral decision facts judgment, making

when

serious

is necessary. This does not mean to corporate that advertising with respect good is inherently It does conduct follow, wrong. that many used in however, practices commonly are thoroughly to adver marketing inappropriate tising corporate good conduct. The Phillip Morris bears campaign, "People," two fundamental features. morally unacceptable uses the value to attached the campaign First, right conduct as a mere means towards increased and positive associations. brand profit Right is a far more conduct valuable of human aspect existence something than mere profit on any account. Using even of of higher value, and perhaps

be objected that this sort of criticism of Phillip Morris that good presupposes corpo can never be marketed rate conduct in an ethi since businesses fashion would acceptable an conduct with corporate always market good or not towards whether the action would eye cally result in increased corporate good the value of the moral of the utmost of value, secondary profit. conduct all marketing Thus, in effect merely of uses

or right, good for the pursuit value. But

something of profit, just as indi

something

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126
viduals the that in good conduct engage of moral praise without the moral praiseworthiness may

Mary Lyn Stoll

reap deceptive marketing attached lesser value greatly decrease an organization own moral in a result may practices to morality itself and may one's trust of others. After all, if to lie about even its is willing of same with entails the utmost organiza to respect that mar

thereby of their impugning so too companies actions, may reap the rewards even this entails greater of moral when praise it that the action thereby following profit without was of gaining profit solely for the purpose means whatever There is nothing necessary. by with deserved wrong receiving intrinsically done praise especially when to offset company potential in ethical conduct. engaging there is something this praise financial On allows costs a of

rewards

then value, tion will lie about The

character, something it is likely that this anything of honesty character

whatsoever.

importance of moral evaluations keters avoid tion

moral

the other

hand,

of good corporate conduct must not only even mild or subtle manipula deception but that the company itself must be open critical of evaluation facts facts the to ensure that honest Honest of relevant is available.

manipulating public rewards of moral praise does not case of

with wrong deliberately so as to reap the sentiment even when the recipient In the praise.

to further presentation presentation judgments important concerning

such deserve ultimately the Phillip Morris campaign, "People" the fact that (1) far more was spent on advertising the good deeds them than on the good deeds selves

moral concerning are of corporate conduct especially are not only because they judgments of the utmost importance, something but also because conduct, estimations of the moral that it is only rightness will companies to do what is right. and quite powerful,

and (2) the campaign was designed to help the company avoid deserved moral for prior misdeeds, indicates that moral may not be appropriate.

in part blame praise

namely right accurate with of

character corporate to be motivated continue be may companies their activities extend

Since often

III.

Appropriate corporate

marketing conduct

of

good

the bound beyond it is especially aries of any given country, impor tant that companies be motivated by fear of moral constrained to be reprobation by moral not if their activities are even considerations

deserved when which

in a conduct good corporate one must fashion, morally constantly acceptable is premised that such marketing bear in mind In order to market upon from ought moral means the notion deserved not use moral the should benefit that the company but that companies praise values right associated conduct with the as a

the law does do

so constrain

their actions.

that companies important especially not deserve of moral the benefits a on the part praise, including possible willingness or to pay more of consumers for the product as a not do rule reap those benefits. service, their such costs, will in the industry incur who may competitors, to compete with others be unable that do not incur such costs but To that

It is also

good towards

the moral organization

honesty,

solely increasing profit. When evaluating a person or an character of either it is of the utmost
and

and with

Otherwise

importance
non-coercion

that
are

non-deception,

maintained. tion or

perfume near as high as when occurs ulation with moral

engage when slight manipulation or motor oil, the stakes

If marketers

in mild

decep

benefits nonetheless. reap the same financial secure both of these ends, it is thus crucial conduct the marketing of good corporate hand For in hand with this to ensure

selling a new are nowhere

go an openness to external audits the accuracy of information provided. reason,

keting consumer

or manip such deception to of evaluations respect mar In the first case, deceptive character. that a somewhat the value lessen may attaches to a particular brand of one's decrease slightly In the second case,

a the Body Shop provides of of good example appropriate marketing good does the Body conduct. Not corporate only to the itself as a company sensitive Shop market of persons countries, living in third world to animal and unnecessary testing, opposed opposed to preying upon women's insecurities

needs

or of oil and may perfume sense of trust in others.

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The Ethics with to masculinist itself up to outside has carved notions

ofMarketing

Good

Corporate

Conduct

127

respect

also opens
basis.4

it of beauty, on a audits regular out a niche for

from

of its the perceived moral praiseworthiness are actions in fact deserved. has The company run five statements independently since 1992. of more verified The environmental has audits also in and faced company social general company instance

Body Shop a for social itself as a company with reputation of Instead standard simply using responsibility. the has chemical ingredients, Body Shop sought out natural

The

done order their

a number

to give voice to various concerns. the When over its decisions, based ingredients attempt for

stakeholders

and products that can be ingredients in third world countries, by especially produced a for it then decent which women, pays poor price. The "Trade to address Not Aid" campaign is thus to the company's obligations designed the also social justice. on, Early Body Shop were to not that tested sought produce products on animals and which included rather had not been tested on animals ingredients in the recent than past.

scrutiny

petroleum an honest made Although

putting in its products, it to address such concerns. the methods and wrote used a

it first

that

Ethics, pretenses, its later the Body position, defending Shop how it the had felt that explained simply public its stated policy misunderstood and after a social audit faced Since does vowed with to control critical its "grouchiness" when 1998).7 scrutiny (Sillanpaa, are listed even when the law all ingredients not require it and since outside audits are carried whatever the Body out, Shop arguably it gains from mar benefits conduct. corporate

by reporters letter to Business

questioned the breaking

story under false

with

advertising campaigns sexual thin models dangerously promising a campaign and eternal youth, launched prowess amore with realistic looking Barbie doll to high light whole industry in marketing that prey practices a in insecurities upon youth patriarchal a con obsessed also makes society. The company to avoid marketing that creates certed effort engages women's needs and for women that would not exist otherwise on its labels even when lists all ingredients not this is by law. The Body Shop's required even to honesty in marketing commitment so far as to one hair treatment labeling henna with the warning that it contained and resembles 1999).5 consumers, of the nature Rather (Hartman In the judgment of are these examples of good manure the ways in which the as a

the Body Finally, Shop, the standard cosmetics

launching

routinely deserves

its good keting not all companies it feasible will find While to engage to quite in honesty in marketing the extent all compa that the Body Shop has done, nies careful should not as honest to being and as aspire or coerce to manipulate judgments the marketing of good corporate there is so much that more the important of consumers than opaque at stake, considered accurate manip of infor

concerning Since conduct. it

extended

product is smelly which and Beck-Dudley, many reflective paradigmatic moral conduct. of repetitive marketing fashion.

is especially moral judgments information ulative mation and often

rest upon

rather

the occasionally presentation

corporate a barrage launching television avoided ads, the company in this conduct corporate good than it relied

in standard marketing it is so important both with imposed to respect by moral laws

campaigns. Because respect to motivating upon action to for and and with a general the moral of good with respect respect good special

. companies promoting the values

the constraints

of mouth, upon word news a the book founder, stories, by company's to get in store windows and posters pamphlets, Instead
the message across.

and protecting associated with marketing be undertaken This

action, right must conduct and honesty. an openness engage good company example conduct

corporate care

But Shop outside company workers, helps

perhaps is subject

even more to in

the Body importantly, audits with social regular to to ensure This that voiced the concerns by is what it gains

input is responsive

order

by honesty must be guaranteed to and willingness by companies to in outside social audits with the respect from which conduct the corporate hopes to benefit.8 Using Phillip Morris' of how may market good companies in a way that is disrespectful of the moral

and citizens.6 customers, to guarantee that whatever benefits

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128
good and of

Mary Lyn Stoll

and the Body right action Shop's of how good conduct may corporate a in fashion, public morally acceptable can gain some of must good appro conduct corporate bear in mind consistently corporate good not treat the value of idea of what of relevant facts more common in other areas

example be made marketers

of marketing

must also in general companies a to greater obligation recognize clarity, honesty, to in presenting and non-coercion facts relevant the company's

priate marketing entails. Marketers

the importance of marketing in a fashion conduct that does

of perceived the benefits garnering To action. achieve this end, morally praiseworthy it is also important which that companies engage the marketing make every effort granted outside one access audits with in good to ensure of conduct corporate are that consumers information and that

as secondary of right conduct in value to the pro curement This may of profit. be achieved by a to in advertising be effort honest making special good corporate conduct.

to relevant

rate conduct of moral

to the good respect are marketed available. This to ensure that

of the only ways

corpo is likely the benefits praise

IV.

Conclusion that a certain level of deception of relevant

worthiness known

praise garnered by making of corporate actions marketing

moral more

I have or facts less by

argued than forthright

justly

through deserved.

strategies

widely are in fact

presentation

not be those marketing may products so long as individuals are harmful particularly aware of such practices and able to make well reasoned decisions upon campaigns are much such practices the effects of such concerning But their purchasing decisions. more serious when used

Acknowledgements I would Annual Business like Ethics to thank for on attendees Conference their of the Eighth Promoting and this

International

to promote conduct. corporate purported good to it is not wrong, While per se, for a company market and benefit from moral for praise good it is wrong for companies conduct, corporate use the values associated with the moral good with right action as a mere means greater profit. rate character a far greater upon facts the relevant of with to and

recommendations
paper.

advice helpful an earlier version of

Notes
1 For more on and to the of mass see

to gaining respect to corpo Deception since: (a) It is is more problematic a far greater attack of trust as such to lie about and the moral institution praise than to

advertising

objections its affect

pervasiveness autonomy,

upon

omission

Sneddon, 2001. 2 On the extent

States culture 3 For more corporate and on

to which
law,

institution

worthiness

to determining an action or

emptor is presupposed
public see

the principle of caveat or and limited by by United

see Carson, 2001. of affecting as a means 2001.

censure Maynard,

a? in deception with engage respect to marketing or service, undermines (b) This practice good to actually moral motivation for companies in action rather than engage merely right value, something as a mere or such as the moral good right action, means to something of lesser value such as profit. to engage In order for companies in the mar keting in a morally of good conduct corporate not must fashion, companies acceptable produce a barrage of ads that encourage faulty reasoning stem practices and must of selective presentation appearing is wrong to merit to use moral praise. Further, of the utmost (c) It

to suggest that the Body Shop is a that they have company, merely perfectly done a particularly with marketing good good job I do not mean virtuous
conduct. corporate There may have never been a per

behavior,

fectly the concept

actions too, even as

virtuous
an

person, of the virtuous

ideal towards has never

but

this does not entail person cannot guide

which been we a may strive. perfectly

that our
So

if there

virtuous

company,
virtuous

it need
company

not
cannot

follow
be

that the
a useful guide

ideal of
to

the

action.

clearer conception
various of a

of this ideal may

companies specific virtues that

be developed

by examining more virtues

one or embody even one if no

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The Ethics embodies

on the

ofMarketing to
see

Good

Corporate

Conduct

129

company
businesses. 5 For more

all possible
ethics

virtues

appropriate
advertising,

of women's

Cohan, 6 For further

audits in

2001.

Ethics of Women's Advertising', Journal of Business Ethics 33, 323-337. of 1970, 'The Social Responsibility Friedman, M.: is to Increase its Profits', New York Times Business 13), 33. Magazine (September in K.: and Power', 'Persuasion 1985, Gailbraith, J. R. and McCall (eds.), J. Desjardins J. J. Contemporary Issues in Business Ethics (Wadsworth Publishing Company, Belmont, CA), pp. 142-147. Hartman, 1999, Beck-Dudley: the Search for Virtue: A 'Marketing Strategies of the Body Shop International', Case Analysis Business Ethics 20, 249-263. Journal of of 'The Normative Theories Hasnas, J.: 1998, & Business Ethics: A Guide for the Perplexed', 19-42. C. and C. L.

information
good

on

the benefits

of social
see

guaranteeing

corporate

conduct,

Hess, 2001. 7 it would have been better had the Body Although in a less aggressively defensive manner reacted Shop when faced with initial public scrutiny, the company is still a good model. Even though its behavior in the the company has past has not always been perfect, virtue of recognizing past failures and to strides improve upon them. Corporate making character can not be thought of as static. A company with good character, like an individual with good and character, is constantly evolving. This evolution a part growth in the face of past failures is as much added
of

the

8 a company decides to market its charitable When to nonprofits using the logos of nonprofit donations it is again especially that organizations, important is maintained. This kind of is a honesty marketing sort of conduct. corporate particular good marketing It is especially that such ads do not important
encourage consumers to infer that nonprofit organi

good

character

as

is any

corporate

virtue.

Business Ethics Quaterly 8(1), D.: Social Hess, 2001, Corporate 'Regulating Performance: A New Look at Social Accounting, Business Ethics Quarterly and Reporting', Auditing, 11(2), Holley, Practices',
3-21.

307-330. D. M.: 1987,

'A Moral Evaluation of Sales Business & Professional Ethics Journal 5,

'The Morality of Advertising', Levitt, T.: 1970, Harvard Business Review 48, 84-92. & the Social L.: 1989, Lippke, R. 'Advertising of Autonomy', Business & Professional Ethics Journal 8, 35-58. M. L.: 2001, Transnational Maynard, 'Policing in the Margins of Commerce: Global Awareness 17-27. Business Ethics 30, Morality', Journal of Conditions 1998, 'The Body Shop Values Report Sillanpaa, M.: ? Towards Integrated Stakeholder Auditing', Journal of Business Ethics 17, 1443-1456. A.: and Deep Sneddon, 2001, 'Advertising Business Ethics 33, 15?28. Journal of Autonomy', M.: of 'The Ethics Social 2001, Wulfson, Corporate and Philanthropic Responsibility Business Ethics 29, 135-145. of Ventures', Journal

zations
even

have

endorsed
they have

the company
not. Failure

or

its product
this clear

when

to make

or not nonprofits were to disclose whether use for in the of such ads is yet another their paid logo case of using the values associated with the moral to and with conduct advance right good something
of secondary sort value, namely profit. good For more on conduct, this particular of marketing corporate

or failure

see also Wulfson,

2001.

References Adbusters: Journal

1-6.

Mental of the

Environment:

2001,

36, of Philosophy, Department State University, Mankato, 56001, Mankato, MN

U.S.A.

R.: & Behavior 1982, Arrington 'Advertising Control', Journal of Business Ethics 1, 3?12. T.: 2001, and Withholding Carson, 'Deception in Sales', Business Ethics Quarterly Information 11(2), 275-306. Cohan, J. A.: 2001, 'Towards aNew Paradigm in the

Minnesota

E-mail:

mary.stoll@mnsu.edu, stollml@yahoo.com

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