The Career Corner: Moral Obligations

I understand that advertising is one of the most powerful means of communication and persuasion there is. Part of me believes it’s one the only mediums by which we can change/ save the world via mass influence. (But that's another conversation altogether) I’ve read parts of Edward Bernays, Propaganda and taken Robert McChesney’s, Media, Money and Power course at the Univ of Illinois and they have reinforced my ideals about the power of advertising. But, “With great power, comes great responsibility.” I first heard that quote from the movie Spiderman, but I imagine the wisdom within it was around far before 2002.

As I progress towards what I hope will one day be a career in advertising, I ask myself whether or not I’m ready to take on the responsibility that comes with being partly in control of the strings that pull the average consumer. I’ve always thought about the morality of advertising in so many different lights, but never have I considered whether or not I would let it affect my career.

When it comes to trying to sell a Range Rover with its V8 engine, 390-horse power, and 6 miles per gallon fuel efficiency (exaggeration) to prospective consumers, I could care less. I’m on board, even if Greenpeace hates my guts. But I’ve never really thought about how I would feel when asked to sell a product such as tobacco, which is something I’m avidly against.
I preach to all my friends who smoke about its dangers and encourage alternative ways of cooling down, de-stressing and relaxing. (There are better ways) But if I was paid, (and paid well that is) to essentially be a hypocrite, would I cave into the pressure? To be completely honest, I don’t know. I think it’s one of those things that you would only be able to say for sure once you were put in that situation.

The saying goes, “If you don’t stand for something, you’ll fall for anything”. Tis' true. But in this dog eat dog world we leave in; I can imagine being completely torn about what to do. Take this situation for example:

You and another co-worker at your agency are moving up the ladder. A promotion is on the brink, and the both of you have been churning out excellent work. The boss comes in and subtly hints that it’s about that time and you know he’s just had the same conversation not too long ago with your competition. Then he tells you some more good news. Talks with a BIG client are in the works and your group has been chosen to take the lead on the assignment. The client: Phillip Morris USA. The United States tobacco division of Altria Group Inc. Owner of brands likes Malboro, Chesterfield, Bristol and more. Hmmm…

“To do or not to do, that is the question;
Whether 'tis nobler in the mind to suffer
The slings and arrows of outrageous fortune,
Or to take arms against a sea of troubles