Chapter 16

Question 1

Why is it important to understand ethics?

Answer 1

Understanding ethics is crucial for evaluating moral implications and guiding behavior in various contexts.

Question 2

How does ethics connect to persuasion?

Answer 2

Ethics influences the choices made by persuaders and the implications of those choices in interactions.

Question 3

What are the two dimensions of every interaction?

Answer 3

Content and relationship dimensions.

Question 4

What does persuasion entail?

Answer 4

Persuasion is goal-directed and involves choices between means and ends.

Question 5

What are negative stereotypes associated with persuasion?

Answer 5

Persuasion as manipulation, sophistry, deceit, beguilement, and trickery.

Question 6

What is the textbook’s view of persuasion?

Answer 6

Persuasion is seen as a tool and is not inherently negative.

Question 7

What primarily determines the ethical nature of persuasion?

Answer 7

The motives of the persuader more than the strategy used.

Question 8

Fill in the blank: The use of _______ can be ethical when trying to protect a child.

Answer 8

fear appeals

Question 9

What are the characteristics of ethical influence?

Answer 9

• Intentionality
• Conscious awareness
• Free choice, free will
• Language-based
• Reliance on central processing
• Presumptive superiority of words over images

Question 10

Is coercion ever justified?

Answer 10

Yes, in specific cases such as vaccinations or restraining a delusional person.

Question 11

What ethical questions arise regarding source credibility?

Answer 11

• Is it unethical for a celebrity to endorse products they do not use?
• Does the use of authority become abusive if over-relied upon?
• Must celebrity endorsers disclose their relationships with advertisers?

Question 12

What ethical guidelines should be followed when persuading children?

Answer 12

• Children may believe all ads are truthful
• They may be lured by giveaways
• Exposure to adult advertising

Question 13

What vulnerabilities do elderly audiences face regarding persuasion?

Answer 13

• 80% of fraud victims are 65 or older
• 55-80% of telemarketing targets seniors
• More likely to fall for scams and deceptive promotions

Question 14

Fill in the blank: People living in _______ environments face more ads for alcohol and fast food.

Answer 14

poor, urban

Question 15

What are the ethical considerations regarding deception?

Answer 15

• Is deception ever justified?
• Is honesty always the best policy?
• Are all lies self-serving?

Question 16

What is the ethical dilemma of emotional appeals?

Answer 16

Are emotional appeals ethically defensible, and are some types better than others?

Question 17

Give an example of ethical emotional appeal.

Answer 17

Dr. Martin Luther King’s ‘I Have a Dream’ speech.

Question 18

What is greenwashing?

Answer 18

Corporations promoting eco-friendly initiatives that are largely symbolic.

Question 19

What are common criticisms of advertising?

Answer 19

• Advertising sells dreams and quick fixes
• Manipulates desires for unhealthy products
• Creates false needs

Question 20

What is the response to the criticism of consumer stupidity?

Answer 20

Caveat emptor: let the buyer beware.

Question 21

What role does media literacy play in advertising?

Answer 21

Media literacy can facilitate better understandings of media and advertising.

Question 22

Summarize an ethical emotional appeal used to persuade someone to stop smoking.

Answer 22

An appeal might involve sharing personal stories of health impacts to evoke empathy and concern.

Question 23

What types of ethical questions might arise when persuading vulnerable groups?

Answer 23

Questions about the appropriateness of tactics used and the potential for exploitation.