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Business Law and the Regulation of Business 11th Edition by Richard Mann, Barry Roberts
Edition 11ISBN: 978-1133587576Business Law and the Regulation of Business 11th Edition by Richard Mann, Barry Roberts
Edition 11ISBN: 978-1133587576 Exercise 16
Who Is Responsible for Commercial Speech?
FACTS Jane Stewart is an assistant manager of advertising for Dazzling Magazine, a fashion magazine aimed primarily at women between the ages of twenty-five and thirty-five. Offering regular columns on health, beauty, fashion, and current events, the magazine has a small circulation and handles its advertising internally.
Having experienced declining sales in recent years, the magazine has downsized its operations by eliminating jobs and implementing cost-cutting measures. To prevent further declines in revenue, Dazzling's marketing and editorial staffs are attempting to expand the magazine's appeal to include younger audiences between the ages of sixteen and twentyfour. Jane is in charge of making recommendations to the advertising manager with regard to new advertisements. The advertising manager, in turn, makes the final recommendation to the head of the advertising department. Because of the magazine's overall decline in sales, the advertising unit has come under increased pressure to generate revenue from advertisements. Compensation of advertising unit employees is based in part on the earning of ''bonus points'' related to first-year revenues from new clients.
Jane has received advertisement offers from two cigarette companies and from one swimsuit manufacturer. Although the cigarette advertisements would generate twice as much revenue as the swimsuit advertisement, Jane is concerned that the cigarette advertisements would lure young women to smoke. She has recommended to her supervisor, Agnes Scott, that the cigarette advertisements be rejected. Scott adamantly disagrees. She strongly recommends to the head of the advertising department that the cigarette advertisements be accepted.
Social, Policy, and Ethical Considerations
Identify the competing social values at stake with regard to cigarette advertising. What role should the government play in regulating speech that promotes products such as tobacco and alcohol?
FACTS Jane Stewart is an assistant manager of advertising for Dazzling Magazine, a fashion magazine aimed primarily at women between the ages of twenty-five and thirty-five. Offering regular columns on health, beauty, fashion, and current events, the magazine has a small circulation and handles its advertising internally.
Having experienced declining sales in recent years, the magazine has downsized its operations by eliminating jobs and implementing cost-cutting measures. To prevent further declines in revenue, Dazzling's marketing and editorial staffs are attempting to expand the magazine's appeal to include younger audiences between the ages of sixteen and twentyfour. Jane is in charge of making recommendations to the advertising manager with regard to new advertisements. The advertising manager, in turn, makes the final recommendation to the head of the advertising department. Because of the magazine's overall decline in sales, the advertising unit has come under increased pressure to generate revenue from advertisements. Compensation of advertising unit employees is based in part on the earning of ''bonus points'' related to first-year revenues from new clients.
Jane has received advertisement offers from two cigarette companies and from one swimsuit manufacturer. Although the cigarette advertisements would generate twice as much revenue as the swimsuit advertisement, Jane is concerned that the cigarette advertisements would lure young women to smoke. She has recommended to her supervisor, Agnes Scott, that the cigarette advertisements be rejected. Scott adamantly disagrees. She strongly recommends to the head of the advertising department that the cigarette advertisements be accepted.
Social, Policy, and Ethical Considerations
Identify the competing social values at stake with regard to cigarette advertising. What role should the government play in regulating speech that promotes products such as tobacco and alcohol?
Explanation
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Case summary:
JS is the assistant manag...
Business Law and the Regulation of Business 11th Edition by Richard Mann, Barry Roberts
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