Lecture Eight: Ethical Perceptions in Media

Unless there is a potent smell of racism or violence against women displayed in media and advertisements, rarely do I get offended in this day and age. Cursing, sex, drugs, alcohol, shootings and other fragile components of films, television and books are something I can deal with, even enjoy, at times. It brings a little naughtiness, a bit of disobedience to the life of a university student who can’t afford to break the law. A little thrill, if you will.

Ethics is not something particularly innate within ourselves; rather, it is something that has been created by the way we have been brought up. Parents, religion and country of origin all play a part in our perception of what is right and what is wrong. What a young Muslim girl from Saudi Arabia things about sex, alcohol and drugs in a western film may be taken more harshly then a young American girl living in New York City. With such diverse cultures and attitudes across the country, it make is rather difficult for advertisers in Australia to know where to draw the line.

We were asked to rate different advertisements on their ethics rating in our mind, if they were acceptable to have posted in public or be played on television. Like everyone else, I held my own personal views on each piece.

I found the above two to be rather humorous, it had a smart wit about it that I do not find offensive at all. I especially like the Phuket sign, it may be silly, but it is so Australian in the way some bogans would pronounce it and the amount of tourism in Thailand, it is a good advertising sign. 

Then we have advertisements like these, that play on the heart a mind a little more. The top one I find distasteful, to me saying to all the families mourning the loss of a loved one from speeding that it occurred because they were simply STUPID. If this is the case or not, it doesn't matter. They could have had a better campaign. However, this kind of ad would certainly play on the mind of a young egomaniac male driving a lexus. The add below it also could be put into that position, making young, horny blokes rethink their choices on smoking. It is not as offensive as the top one and for me, anything to deter people from putting those cancer sticks in their mouths is acceptable for me. 

WHERE THE BLOODY HELL ARE YOU?

UGH, this ad just makes me cringe every time I watch it. Everything about it is just corny, and the bit about Aboriginals is offensive.

"WE'VE BEEN REHEARSING FOR OVER 40 000 YEARS!".

How offensive is that! As if Aboriginal Australians are all dancing warriors who are some sideshow for tourists. So bad it was even banned in the UK.

Yeah good one Australia! A tourism ad that was banned overseas.