Based on a Paper By: Katie Guckel
Summary By: Katie Guckel
Summary By: Katie Guckel


Utilitarianism determines what is ethical based on the happiness of the stakeholders. The stakeholders in this case are: Ford, JWT Advertising Agency, women, more specifically women in India, and anyone else who viewed the ads. The majority of the media interpreted the ad as a degrading portrayal of women all over the world, more specifically the ads were insensitive regarding the struggles women are going through to protect their safety in India. Because the controversial images and the messages behind them offended so many individuals, it jeopardized their happiness, therefore, the theory is rejected.

Virtue theory supports characteristics that allow things to function properly. Although virtues are essentially limitless, there are four primary virtues, which are important to follow. In this case, virtue theory is rejected because the creation of the ads neglected those virtues. The first is courage; Ford’s agency was showing courage when taking the risk to create the ads. Generally companies try to avoid promoting controversial issues because it is easy to misjudge their consumer’s reactions. Honesty is another primary virtue, as of right now whether or not Ford is being honest is unknown. Because Ford did not create the ads in house, they appear to be showing justice as they apologize to consumers for the insensitive actions of their agency.
In my opinion, Ford still has some work to do in order to convince their consumers they do not stand behind JWT’s decision to create the ads. Because women hold over 75% of the buying power in U.S. households, the controversy has potentially offended over half of Ford’s market. Choosing to not address this issue can tarnish the company’s reputation indefinitely. My advice to Ford is to fire JWT advertising. Cutting ties with the agency will help disassociate themselves from their offensive material. In a world where women have given their lives to promote women’s rights, Ford cannot afford to associate themselves with a company whom makes light of these issues. Moving forward, Ford needs to do their research and make sure they hire an advertising agency that shares their same upright morals and ethics as they do.
These facts and analyses are based on an original research paper by: Katie Guckel, "Ford Receives a Great Deal of Backlash Over Advertisement in India"
References:
These facts and analyses are based on an original research paper by: Katie Guckel, "Ford Receives a Great Deal of Backlash Over Advertisement in India"
References:
"But “Marketing that uses violence against Women to sell a product”." Shanepedia. 2013. <http://shanepedia.wordpress.com/2013/03/28/women-in-india-ohh-ford-india/>.
"Buying Power." Catalyst. N.p., 6 Mar 2013. Web. 16 Apr 2013. <http://www.catalyst.org/knowledge/buying-power>.
Byrne, Maria. "Ford India apologises for ad image of women gagged in car." The Journal. N.p., 25 03 2013. Web. Web. 16 Apr. 2013. <http://www.thejournal.ie/ford-india-apologises-for-ad-image-of-women-gagged-in-car-844534-Mar2013/>.
"Ford India Apologizes For Advertisements It Never Ran." Forbes. (2013): n. page. Web. 16 Apr. 2013.
Lile, Samantha. "Ford Advertisements You Were Never Meant To See." Wall Street Insanity. (2013): n. page. Web. 19 Apr. 2013. <http://www.wallstreetinsanity.com/ford-advertisements-you-were-never-meant-to-see/>.
Mahr, Krista. "Another Outrage: Delhi Bus-Rape Suspect Found Dead." Time World. (2013): n. page. Web. 19 Apr. 2013. <http://world.time.com/2013/03/11/another-outrage-delhi-bus-rape-suspect-found-dead/>.
Stenovec, Timothy. "Ford India Ad: Car Company, Ad Agency Apologize For Figo Ad Showing Gagged & Bound Women ." Huff Post Business . (2013): n. page. Web. 16 Apr. 2013. <http://www.huffingtonpost.com/2013/03/24/ford-india-figo-ad-bound-and-gagged-women_n_2941297.html>.
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