Use the Potter Box to explore the following case and the questions it raises. The case below constitutes the first step: the

Use the Potter Box to explore the following case and the questions it raises. The case below constitutes the first step: the description of the problem

Subject Communication Topic Media Ethics Case Study

Paper details

Use the Potter Box to explore the following case and the questions it raises. The case below constitutes the first step: the description of the problem.

The Case:
In the fall of 2011, Beneton ran a series of faked photos showing heads of states kissing.
It pulled one of those photos on the same day the campaign began. You can find a description of these ads and the faked photos at this URL:
http://www.huffingtonpost.com/2011/11/16/benetton-ad-withdrawn_n_1098031.html

The pictures themselves are shown at the bottom of this article. Please read the case. You do not need to focus exclusively on the photo that featured in the article of Pope Benedict XVI and Sheik Ahmed el-Tayeb. Answer the following questions:

• Were the photos deceptive? Did they cause unnecessary harm?
• Would Sissela Bok find the practice ethically acceptable? Why or why not?
• What are the values and loyalties in the case?
• What values would you consider in judging Beneton’s and the Vatican’s response?
• To whom do they owe loyalty as decision makers and why?

Apply the two principles we have discussed so far this semester to justify your answer:
o Utilitarianism
o Kant’s categorical imperative
• When your decision is guided by one of the principle that you select, how are the values and loyalties affected by this principle?
• What decision would you make in the case if you were guided by each of these two principles? Is this outcome justifiable? Do you feel comfortable with it?
Organise your answer any way that works for you.
PLEASE MUST ANSWER ALL THE QUESTIONS AND THINGS THAT LISTED ABOVE.

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