The Dove Campaign for Real Beauty - Pearson

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Chapter 2 Sustainable marketing: marketing ethics and social responsibilitygood citizens and from that achieve contentment. Well, most people! And how aboutbeing a good citizen of a gang of hooligans?It was a long time before Western philosophy recovered from these Greeks, butthe Renaissance got things going again. Machiavelli was born in another city state:Florence.…2.2‘He may be dung, but at least he’s our dung’Machiavelli (1469–1527) was an observer rather than a philosopher. After he sawwhat succeeded, he recognised that politics and morality mix badly. This is aconvenient view for business leaders who think there should be two sets of moralstandards: one for public life and one for private life. In political and business life itis necessary to be pragmatic and prudent – in other words, unethical – while retaininga different private ethic. As recent politicians have found, life does not always divideso easily.Solitary, poor, nasty, brutish and shortThe English Royalist Hobbes (1588–1678) is even more depressing than Machiavelli.People are awful and are prevented from degenerating into our natural brutishbehaviour only by realising that everyone behaving that way would make lifeunbearable. People therefore establish a ‘social contract’ (which parents call‘bringing up’) that has to be enforced by a neutral third party (government contract).Franco-Swiss Rousseau (1712–78) had the opposite view that humanity is essentiallygood, but is corrupted by society to want things like smart clothes, carriages andNike trainers.Sum happinessEnglish Utilitarians Bentham (1748–1832) and Mill (1806–73) invented a form of moralcalculus. Bentham thought his country’s laws were in a mess because they lacked ascientific foundation. He saw human beings as pleasure–pain machines, so hesuggested that law makers should balance the sum of the pain and pleasure toachieve ‘the greatest happiness of the greatest number’. This has two consequences:means justifying ends and problems for minority groups. Mills worried about this‘tyranny of the majority’. He preferred talking about happiness rather than pleasure,tolerated individual lifestyles and thought that the ‘happiness sums’ varied and werefor individuals as well as law makers.▼105
Part 1 Marketing now…2.2Bah, happinessKant (1724–1804) had little time for happiness. The German idealist’s ethics hadcategorical imperatives. He believed that a moral action was one done out of a senseof duty. Ethics was about finding out our duties and living by them. Kant deduced a‘universality test’ to find the compulsory rules. He asked people to imagine what itwould be like if everybody did what they themselves wanted to do. Using this mindmodel, we deduce that if people sold shoddy goods habitually, life would be chaoticand, therefore, people have a duty not to sell shoddy goods.And justice for allThe American John Rawls (1921–2002) has greatly influenced modern liberalthinking. He has a mind model based on imagining a group of people broughttogether with no knowledge of what place they will have in society. They have toinvent a series of rules that will make their community just and fair. Then they haveto live in it.Don’t know; can’t knowThis rationalist claim to understanding ‘truths’ started being undermined byScotsman David Hume (1711–76). His ‘meta-ethics’ does not offer any advice, butrecognises an ‘is–ought gap’ between what we experience (is) and the conclusion wetry to draw from that (ought). Even though we know that bull bars on cars kill children(is), we can only produce a false argument that they should not be sold (ought).Developing similar insights, it follows that any moral argument between people is‘utterly futile, unsolvable and irrational’ (A.J. Ayers, 1910–89).The age of unreasonPostmodernists have pursued this ethical scepticism to new levels. Reason failsbecause of its dependence on language. What passed as reason in the past hascaused so much human suffering. This level of ethical uncertainty is not new; it isclose to the Sophist views that Plato argued against. Postmodernists despair at thesociety they see coming: a kaleidoscope of consumerist images that hypnotisecitizens into accepting the morality of capitalism; where individual morality ceases toexist, where all that remains is supermarket slavery and where the only choice is byconsumers between products – marketing.106
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