Question 1

According to David Gordon, advertisers have a responsibility to do all of these, except &#8230;&#10;A) Persuade potential customers of the value of a product&#10;B) Reveal the weaknesses of the product&#10;C) Emphasize the strong or appealing points of the product&#10;D) Avoid the kinds of deception that the Federal Trade Commission has banned

Accepted Answer

David Gordon does not mention that advertisers have a responsibility to reveal the weaknesses of a product. Instead, their responsibility is to emphasize the strong or appealing points of the product while avoiding deception.

Question 2

Which one of these would Gade consider ethical?&#10;A) A blog that Wal-Mart covertly sponsors&#10;B) Video news releases identified by showing &#34;Paid for by &#8230;&#34;&#10;C) A blog that Wal-Mart covertly sponsors

Accepted Answer

Gade would most likely consider option B ethical since it includes clear disclosure that the content is paid for. Option C, on the other hand, involves covert sponsorship which goes against transparency and honesty. Option A is also unethical since it involves covert sponsorship without any disclosure to the audience.

Question 3

By contrast, who benefits from ethical persuasive communication?&#10;A) The client and the public mutually benefit&#10;B) The public, not the advertising or PR client&#10;C) The advertising or PR client, not the public&#10;D) Neither the client nor the public

Accepted Answer

Ethical persuasive communication benefits both the client and the public mutually by creating a positive relationship built on trust and transparency. The client benefits by gaining consumers' trust and loyalty, while the public benefits by receiving truthful and non-manipulative information.

Question 4

Which one of these best fits Gade's definition of propaganda?&#10;A) Manipulation of the source to benefit the audience&#10;B) Manipulation of the audience at the expense of the source&#10;C) Manipulation of the audience to benefit the source&#10;D) Manipulation of the source at the expense of the audience

Accepted Answer

Gade's definition of propaganda states that it involves the manipulation of the audience to benefit the source. Option C is the only choice that matches this definition. Option A is incorrect because it suggests that the source is being manipulated for the benefit of the audience. Option B is incorrect because it suggests that the audience is being manipulated at the expense of the source. Option D is incorrect because it suggests that the source is being manipulated at the expense of the audience.

Question 5

Which one of these is Peter Gade's succinct definition of ethics?&#10;A) What should be done&#10;B) What must be done&#10;C) What can be done&#10;D) What was done

Accepted Answer

Peter Gade's definition of ethics is "what should be done," which implies a moral code of conduct or principles that guide decision-making based on what is considered right and wrong.

Question 6

Which one of these theories is most appropriate for assessing advertising ethics, according to Gordon?&#10;A) The categorical imperative&#10;B) The veil of ignorance&#10;C) Utilitarianism&#10;D) Transparency

Accepted Answer

Gordon emphasizes the importance of transparency in assessing advertising ethics. This approach focuses on the clarity, honesty, and openness of advertising practices, ensuring that all information is straightforward and easily understood by the audience. Transparency is considered crucial for ethical advertising as it respects the audience's right to make informed decisions.

Question 7

Who should keep the public from being manipulated by unethical public relations practitioners, according to Gordon?&#10;A) The courts&#10;B) The public, by disbelieving every thing that public relations pros say&#10;C) The PR industry itself, through enforceable codes of ethics&#10;D) The news media, acting as our social gatekeepers

Accepted Answer

The answer of Who should keep the public from being...

Question 8

Who should decide when a campaign ad is unethical?&#10;A) The courts&#10;B) The state and federal elections commissions&#10;C) The voters&#10;D) The news media

Accepted Answer

The answer of Who should decide when a campaign ad...

Question 9

Who should regulate advertising, according to Gordon?&#10;A) The Federal Trade Commission&#10;B) The public, by not buying products that are unethically advertised&#10;C) The Federal Communications Commission&#10;D) The advertising industry itself, through enforceable codes of ethics

Accepted Answer

The answer of Who should regulate advertising, according to Gordon?&#10;A)...

Question 10

Gade says that all of these ethicists' theories should be applied to advertising and public relations, except &#8230;&#10;A) Machiavelli&#10;B) Kant&#10;C) Lambeth&#10;D) Mill

Accepted Answer

Gade says that Machiavelli's ideas about using deception and manipulation can be used in politics but not in advertising and public relations.

Deck 11: The Ethics of Persuasive Communication