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Page 2 of 9 - AI Writing Overview Submission ID trn:oid:::1:2929861117

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Surname 1

Student

Instructor

Course

Date

Arrington’s Concepts

Question 1

Robert L. Arrington's analysis of the ethics of advertising focuses on four central

concepts: autonomous desire, rational desire, free choice, and control. He challenges the

notion that advertising frequently violates consumer autonomy. Arrington first explores

"autonomous desire," questioning whether desires prompted by advertisements are

genuinely one's own. He asserts, “If we did equate the two, he points out, then the desires

for music, art, and knowledge could not properly be attributed to a person as original to

him, for these are surely induced culturally” (Arnold et al. 2014, p. 263; Arnold et al. 2014,

p. 278). This suggests that not all culturally induced desires compromise autonomy. Next,

Arrington addresses "rational desire and choice." He posits that rational choices depend on

relevant information aligning with prior desires. He argues, "Normally a rational desire or

choice is thought to be one based upon relevant information, and information is relevant if

it shows how other, prior desires may be satisfied.”.” To the extent that this is true,

advertising does not inhibit our rational wills or our autonomy as rational creatures"

(Arnold et al., 2014, p. 279). Thus, advertising can be compatible with rational decision-

making if it aligns with existing desires.

Regarding "free choice," Arrington acknowledges that specific desires may be

irresistible, potentially undermining autonomy. However, he contends that not all

persuasive efforts lead to a loss of freedom. He states, “Many choices are not substantially

free, although we commonly think of them as free”. “The central question is whether

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Surname 2

actions are sufficiently or adequately free, not ideally or wholly free” (Arnold et al., 2014,

pg. 263). Finally, Arrington discusses "control," differentiating coercion and non-coercive

influence. He argues that advertising typically involves non-coercive influence, which does

not necessarily infringe on autonomy. He concludes, “Advertising should not be judged

guilty of frequent violations of the consumer’s autonomy in any relevant sense of this

notion” (Arnold et al., 2014, pg. 263). Arrington suggests that advertising can influence

desires and choices; it does not inherently violate consumer autonomy if it aligns with

rational and pre-existing desires.

Mutual Benefit Rule

Question 2

Holley’s “mutual benefit rule” specifically deals with the ethical code of salespersons

to ensure that they present the buyer with enough information to enable him to make the right

decision. According to Holley, "The mutual benefit rule requires the salesperson to disclose

enough information to allow the customer to make a reasonable judgment about whether to

purchase the product" (Arnold et al., 2014, p. 273). This rule states that it is essential for the

customer to receive enough information to make a satisfactory decision depending on what

they want and how much they are willing to spend. Holley uses an example of a customer who

requires long-lasting furniture for a house with children. Suppose a salesperson knows that the

advertised ‘’lifetime warranty’’ does not include the damages likely inflicted by children and

purposely conceals this information. In that case, the salesperson has not provided the

information in the spirit of the mutual benefit rule (Arnold et al., 2014, p. 273). The salesperson

should offer information which enables the customer to make a rational choice.

According to Holley, this rule lies between the minimal information rule, which puts

all the burden on the buyer’s side and the maximal information rule, which defeats the purpose

of the competitive market by making the seller disclose all the information. Holley concludes

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that the mutual benefit rule “builds in some protection of customer vulnerabilities” in his way,

and the customer is protected from being guided into making wrong choices by the salespeople.

At the same time, the salespeople are free to promote their products (Arnold et al., 2014, p.

274). This rule is designed to protect customers from situations where they have inadequate

information and to encourage fairness in advertising and selling.

Vulnerability Analysis

Question 3

In "Marketing and the Vulnerable," George G. Brenkert explores the complexity of

vulnerability and its ethical implications in marketing practices. Brenkert defines

vulnerability as "susceptibility to harm by others" and emphasizes that vulnerable groups,

such as children, the elderly, and the grieving, cannot often protect their interests due to

inherent weaknesses or external pressures (Arnold et al. 2014, p. 267). He notes that

strategies must be created to prevent these groups from being either discriminated against

or hurt. According to Brenkert, the “specially vulnerable” are those with a higher

probability of being in a state where their decision-making capacity or their capacity to

resist influence would be lessened (Arnold et al. 2014, p. 267). He argues that ethical

marketing should not exploit these vulnerabilities because it is wrong even if it does not

harm the victims. Brenkert states, "Marketing to the specially vulnerable without making

appropriate allowances for their vulnerabilities is morally unjustified" (Arnold et al. 2014,

p. 282). He goes further and states that using vulnerable individuals simply as tools to be

used and not caring about their interests is a violation of their morals and goes against

ethics.

Brenkert concludes that marketers have a moral responsibility akin to product

liability, which he terms "targeted consumer liability" (Arnold et al. 2014, p. 282). This

concept holds marketers accountable for the methods they use to engage vulnerable

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consumers. He suggests that marketing campaigns should be scrutinized for their impact

on vulnerable groups and adjusted to prevent exploitation. Brenkert's analysis underscores

the need for ethical vigilance in marketing practices, advocating for a balance between

business interests and protecting vulnerable populations.

Pharmaceutical Criticisms

Question 4

Carl Elliott criticizes pharmaceutical companies for their aggressive marketing

practices in his essay "He provides examples of the many sorts of gifts (some would say

“bribes”) that “drug reps” provide to physicians—expensive dinners, paid vacations,

unrestricted grants—to get physicians to write more prescriptions for their companies’ drugs”

(Arnold et al., 2014, pp. 267-268). Elliott argues that genuinely innovative and safe drugs do

not require extensive marketing. Instead, the billions spent annually on pharmaceutical

marketing in the United States are primarily used to promote "me too" drugs, which are

designed to capture market share from competitors without offering significant new benefits to

patients.

These marketing expenditures contribute to higher drug costs and drive unnecessary

demand for medications, increasing costs for individuals, employers, and government

programs. Elliott suggests an alternative model where physicians rely on their training, peer-

reviewed journals, and non-industry-sponsored continuing medical education to determine the

appropriate medications for patients also claims that pharmaceutical marketing distorts the

neutrality of physicians’ prescribing behaviours and intrudes on the doctor-patient bond.

Moreover, the author mentions that, according to Elliott, the PhRMA guidelines for marketing

to physicians have not been followed (Arnold et al., 2014, p. 268). By reviewing the cases of

ethical problems in pharmaceutical marketing, Elliott raises the question of potential bias in

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the prescription of drugs. He calls for a dispensation where physicians are not swayed by

marketing strategies employed by the pharmaceutical industry but make decisions grounded

on sound medical practice and the patient’s welfare.

Minimalist Environmental Obligations

Question 5

In the article “Ethical Theory and Business,” Bowie offers what he calls the

“minimalist” theory of business obligations to the natural environment, stating that businesses

should follow the law and not pollute. As noted by Bowie, there is no moral imperative for

business entities to transcend legal expectations in environmental management. He says that

the main obligation many business organizations have is to their stockholders, and it is ethical

for them to adhere to the legal standards of the environment. Arnold and Bustos disagree with

Bowie’s reductionism, stating that it provides an inadequate solution to the acute problem of

the environment (Arnold and Bustos, 2014, p. 503). They argue that corporate social

responsibility goes beyond negative duties not to cause harm but encompasses positive duties

to sustain the environment. According to Arnold and Bustos, organizational leaders must

manage environmental impact and support sustainability goals.

One of their major criticisms is that legal requirements are insufficient to address the

issue of environmental degradation. Laws and regulations can be obsolete, deficient and poorly

implemented. According to Arnold and Bustos, there is a need to expand the corporate

ecological management agenda by considering the impact of business operations on the

environment in the long run. Arnold and Bustos state, “Businesses have an obligation to obey

the law—environmental laws and all others” (Arnold and Bustos, 2014, p. 464). They

emphasize that businesses, as powerful societal actors, have the resources and influence to

drive positive environmental change and should leverage this power responsibly.

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In conclusion, while Bowie’s minimalist account limits business obligations to legal

compliance, Arnold and Bustos advocate for a more robust ethical framework that includes

proactive environmental stewardship. They believe businesses must lead in addressing

environmental issues, going beyond the minimum legal standards to foster a sustainable

future.

Reference

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Arnold, D. G., Beauchamp, T. L., & Bowie, N. E. (2014). Ethical theory and business

(9th ed.). Pearson.

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