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TOY WARS

1. From a moral point of view, what, in your judgment, should Tom Daners final decision be? Justify your answer. What should Tom do if he is asked to make the final ad more violent than the rescue ad he had filmed? As the owner and president of a prominent advertising firm, Tom Daner was faced with a decision that could ultimately affect the company, the fate of a valued client and the influences of children. Mike Teal, the sales manager of the Crako Industries, gave the task of creating an ad for their new toy (military helicopter) to Daners advertising company. He wants an ad that is mean, tough and more macho. But Tom Daner thought that if they do so, the ad will also promote aggression and violence. He is against Mike Teals plans. Not only it would violate the regulations of television networks, but it would also be morally wrong to air an ad that is full of violence and aggression especially if its intended for children. Daners creative department made two versions of ad: one that is tougher and meaner showing the helicopter shooting up the village and the other version showing the helicopter rescuing a boy from a burning village. Tom Daner will now have to decide if he will show the two versions to Mike Teal and obviously he would choose the first version. He is now faced with an ethical dilemma on whether or not to show the ad version killing people that would suit to Mike Teals preferences but would violate the networks regulations and influence children. In our judgement, Tom Daner should show first the rescue mission version of the ad and defend his side. He should tell Crako Industries his recommendations and opinions on how they should introduce their product to the market. It is not right to present the toy as an instrument for beating or killing people, thus, promoting violence to children. If it is possible to introduce the toy as an adventure and fantasy toy, then do so. If Mike Teal rejects his proposition, then it is better to back out from the project than to be blamed in the near future of the negative effects that it would create to children.

2. Answer the questions Tom Daner asked himself: Was the rescue mission ad really that much different from the ad that showed the shooting of the village? Did it matter that the rescue mission ad still violated some of the network regulations? Was it right to experiment with a clients product, especially a product that was so important to the future of the clients business? The rescue mission ad is different from the ad that showed shooting the village in the sense that the first one promoted the saving of a life and the other one promoted violence against life. Both are intense and exciting, but the ad that shows killing people is morally wrong and unethical. Even though the rescue mission ad violated some of the networks violations, we think it is just alright to air it in the television for it will tell and promote to the children that it is a good deed to save people. Better show the rescue mission than the ad killing people. On the question of experimenting with a clients product, we think that it is not a question of right or wrong. Isnt it that the job of the creative department is to create or produce alternatives on how the product should be marketed? It is their task to be creative. At the end of the day, the client still has the final say on what ad to be used for the toy helicopter.

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