Cigarette Advertising

Analytical Essay # 103973

Advertising > Product-Specific
Canadian Studies > Business Issues
Ethics

This paper analyzes cigarette advertising in Canada, especially the ethical aspects.

1,455 words () | 3 sources | MLA | 2008 United States

Paper Summary:

This paper explain that, when strategically analyzing cigarette advertising in Canadian, emphasis must be placed upon what could realistically be achieved given the range of conflicting interests of all of the stakeholders in this debate. The author points out that the Supreme Court of Canada in the mid-1990s struck down a carefully crafted Canadian government policy, which radically restricted advertising by tobacco companies. The paper stresses that any successful advertising strategy must form a balance between utility and rights. The author relates that the concept of rule utilitarianism is a normative ethical model that provides us with some guidance in developing a strategic approach. The paper states that this model suggests that the advertising must not only be considered in terms of pure utility but also in terms of what is practically achievable given the complex range of interested stakeholders.

From the Paper:

"Within these parameters, a strategic approach would balance the utility to the Canadian public from less tobacco promotion with the rights of freedom of expression of the tobacco companies to sell their products. It would be likely, for example, that the courts would consider a ban on advertising in media where it may be easily encountered by minors/children to be an acceptable limitation on the tobacco companies' freedom of expression. For example, cigarette advertising could be banned from television, movies and radio, as these media have a considerable youth audience."

Sample of Sources Used:

Burns, John F. "Canada Passes Law to Ban Tobacco Ads and Curb Smoking." The New York Times. June 30, 1988. http://query.nytimes.com/gst/fullpage.html?sec=health&res=940DE3DD1739F933A05755C0A96E948260Carson, Ed. "Tobacco Road: Higher Cigarette Taxes Can Encourage Smuggling." Reason. February 9, 1995.
Dwyer, John. "Ethical Paradigms and Theories." In Course Reader: Foundations of Business and Society. Ed. John Dwyer. Toronto: York University, 2007, 151-180.
Manfredi, Christopher. "Expressive Freedom and Tobacco Advertising: A Canadian Perspective." American Journal Of Public Health. 93.3 (2002), 360-362.