Areas of Consideration

 Jennifer is being promoted as a junior account executive trainee after 2 years of being a
receptionist
 Sharon is an account executive with whom Jennifer works for
 The XYZ advertising is a small agency
 Mr. Bholen the Director of advertising at ABC wants the two African-American actors in
advertisement replaced with two white actors
 The African American actors will offended the target market
 Sharon refuses and she got fired due to her insubordination.
 Mr. Hurn the director of the XYZ advertising wants Jennifer to replaced Sharon’s
position
 Jennifer will get fired if she follows Sharon’s strong belief about Affirmative Action.

Plan of Action
In such situation, the solution of the ethical dilemma faced by Jennifer is extremely difficult. At
this point, Jennifer should not neither accept nor deny the demand of Mr. Hurn. Instead, she
should talk and propose the alternative solution to the ethical dilemma that would resolve the
conflict. To put it more precisely, Jennifer can try to persuade the customers that the
commercial, as it is at the moment, is the most efficient in terms of the impact on the audience.
In other words, the commercial cast is selected purposefully and changing the race of the actors
would change the meaning of the commercial, its message and its impact power on the target
customer group. Jennifer should remind Mr. Hurn and the client about the affirmative action and
the anti-discrimination legislation along with the general attitude of the public to racial issues in
the US.