GROUP 1

SOLUTION TEAM

Ethical dilemmas in fashion advertising

COURSE CODE: QTRE305.1

Business Ethics
Lecturer: Ph.D. Duong Thi Hoai Nhung
Date of submission: 27/09/2021

GROUP MEMBERS:
Le Vu Phi Anh - 1912250003
Nguyen Huong Duyen - 1912250061
Doan Ngoc Ha - 1912250009
Nguyen Thu Ha - 1912250006
Nguyen Thuy Linh - 1912250704
Nguyen Thi Hong Ngoc -1912250510
SUMMARY OF
OUR CASE

Sarah, a creative director,

is leading her team in an advertising campaign for a famous
fashion brand. However, the client asks her to use ultra-thin
models to run their advertisements. Sarah seems to disagree with
the brand's idea but Sarah's afraid if she does not follow their
request, they will hire another agency to carry out this campaign.
Moreover, her own career and even the future of her team can be
jeopardized.

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ETHICAL ISSUES
IN THE CASE

THIS
SCENARIO
presents an issue regarding the aggregate
effect of advertising on society, specifically,
the effect of images of ultra-thin women on
young girls and their conceptions of beauty.

PAGE 02
SOLUTION
If I were Sarah, firstly, I would discuss with my team and
clarify my disapproval of using ultra-thin models. After
that, I would convince them to accept my opinion, then
make and submit a new proposal for the client.

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SUPPORTI NG ARGUMENT S

EGOISM
The principle of Egoism theory is that one's self is, or
should be, the motivation and the goal of one's own
action. That is, people are motivated by their own
interests and desires, and they cannot be described
otherwise. To be more detailed, our group did
research about a long-term and short-term impacts
on Sarah and her team.

UTILITARIANISM
The principle of utilitarianism is maximizing the
balance of happiness over suffering or “the greatest
good for the greatest number”. To be more specific in
this case, our group conducted a cost-benefit analysis
of the above-mentioned solution.

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SUPPORTING ARGUMENTS

EGOISM
SHORT-TERM
Can maintain her position in the agency.
Receive the client’s appreciation for creativity.
Might be a threat to Sarah and also her business.

LONG-TERM
Would have a brighter career and chances to get
well-paid jobs by virtue of her moral work.
Ensure the reputation of both her client and
agency.
Will not be judged as an irresponsible team
leader.
Protect Sarah’s well-being as well as generating a
good amount of future benefits (more new
advertising contracts…).

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SUPPORTI NG ARGUMENT S

UTILITARIANISM
COST
If the decision is not received from the client, the company's
contract (if any) will be affected, delayed, or canceled.
The belief of all team members together with the risk of losing
this position if the campaign fails.
The worst possible scenario is that the whole group will be fired
from this position.

BENEFIT
Prevent the negative impacts on young girls affected by images
of super skinny models. They will no longer bring the work
to be slim as pressure to lose weight, affecting health, which
leads to degrading mental health (losing self-confidence, self-
esteem, self-love…).
Create a new trend leading for other fashion brands to follow.
Proof of our agency’s creativity and ability to break the
industry norm. The models themselves are no longer pressured to
lose weight to fit the brand.
Protect the image of the team members as well as the whole agency.
(Because people will think this is a bad influence agency to
the young, self-seeking, following the crowd without a voice).
Expand your ability to get more contracts from other customers
with this innovative solution.

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EVIDENCE
At a public forum held at Havard, Vogue Editor-In-Chief Anna
Wintour and fashion designer Michael Kors spoke about eating
disorders and expressed their disapproval of using super-thin
models. She claimed that there is persistent criticism that the
fashion world creates a largely unattainable and unhealthy
standard that particularly affects impressionable young girls.
Models' health has been a lightning rod the past few years,
especially after the death of two models from apparent
complications from eating disorders in 2006-07.
Top designer brands are forced to start using models with more
normal body sizes to show off their latest wares as France looks to
be well on its way to banning excessively thin models. France’s
National Assembly approved an amendment that would ban
anyone who has a body mass index below a certain level from
making money from modeling. Following France, multiple other
countries in the world like Israel, Spain, Italy also enact laws
banning ultra-thin models with the aim to fight eating disorders
and inaccessible ideals of beauty.

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REFERENCES

https://www.thecrimson.com/article/2010/3/23/fashion-models-
industry-forum/

https://www.bbc.com/news/world-europe-39821036

https://www.wbur.org/news/2015/12/21/dangerously-thin-ban-
models

https://www.daily-sun.com/post/26430/French-lawmakers-vote-to-
ban-ultrathin-models-require-labeling-on-retouched-photos

https://www.cbc.ca/news/world/vogue-to-ban-too-young-too-thin-
models-1.1173126

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