Discussions of the ethics of advertising have been based on a general distinction between informative and persuasive advertising without looking at specific techniques of persuasion. Self-identity image ads persuade by presenting an image of an idealized person-type such as a “beautiful” woman (Chanel) or a sexy teen (Calvin Klein). The product becomes a symbol of the ideal, and target consumers are invited to use the product to project the self-image to themselves and others. This paper argues that image ads are not false or misleading, and that whether or not they advocate false values is a matter for subjective reflection. Image ads can undermine a consumer’s self-esteem by collectively omitting images authentic for that sort of person (such as large women), and by combining impossible images with implied gaze. Image ads generally do not undermine autonomy of choice, internal autonomy, or social autonomy. It is concluded that image advertising is a basically ethical technique, but several recommendations are given on how use of image advertising can avoid specific harms.

The empirical-normative split in business ethics is another manifestation of the fact-value problem that has existed between science and philosophy for several centuries. This paper explores classical American pragmatism’s understanding of the fact-value distinction, showing how it offers a different way of understanding the empirical business ethics–normative business ethics issue. Unfolding the pragmatic perspective on this issue involves a focus on its understanding of both the nature of empirical inquiry and the nature of normative inquiry.

This study tests the usefulness of a person-situation interactionist framework in examining the willingness of a salesperson to lie to get an order. Using a survey of 389 salespersons, our results demonstrate that organizational relationships influence willingness to lie. Specifically, salespersons are less willing to lie to their own company than to their customer, than to a channel partner, and finally, than to a competitor firm. Furthermore, respondents from firms with a clear and positive ethical climate are less willing to lie. Finally, our study finds that interactions between personality factors, such as high Machiavellianism and high self-monitoring, and situational factors have an impact on willingness to lie. Our results suggest that firms can take steps to influence employee ethical behavior.

In much of the written work on Christian or religious business ethics, a holistic framework is assumed but not argued for practically or supported philosophically. In this article I 1) outline a position of ethical holism, explaining its logic, motives, and consequences; 2) attack the ethical dualism of Carr, Friedman, and French; and 3) defend my theory against five possible objections. My basic thesis is that if a corporation wishes to hire employees who will act in compliance with ethical codes of the corporation, employees who both have a deeply rooted personal ethic that parallels that of the corporation and who see their business practices to be an extension of their personal ethic will be better suited candidates simply because they are more likely to be compliant. In other words, personal convictions and values are relevant to hiring practices, and a view that holds personal and business ethics to be separate affairs (Carr, Friedman, French) is misguided.

This article presents moral jurisprudence theory as a systematic approach to business ethics that analogizes core problems of the field to related problems in law. Adapting theoretical approaches from contemporary philosophy of law, the article develops a decision-making method for business ethics.

Manuel Velasquez and F. Neil Brady apply the doctrine of double effect to business ethics and conclude that the doctrine allows a pharmaceutical company to sell a drug with potentially fatal side effects only if it also has the good effect of saving lives. This forbids the sale of many common products, such as automobiles and alcohol. My account preserves the virtues of the doctrine of double effect without making it too restrictive. I apply the doctrine to a pharmaceutical company’s decision to market a drug with dangerous side effects and argue that free markets often offer the best way to compare the good and bad effects of business decisions. I conclude that the doctrine does allow a business to sell a potentially fatal product that does not save lives, provided that it warns consumers about the danger.

This article suggests that there are individual differences in how people define important moral values, and that these differences are made manifest in differences in the situations. It identifies five dimensions along which individuals can differ in their understandings of values: 1) value category (where the value lies in the hierarchy), 2) agent (how voluntary the action is and whether it is morally required of the agent), 3) object (how close the self is to the object of the action; whether the action offends God) 4) effect (whether the effect of the action is to harm or help), and 5) intention (whether the intention of the action is to harm or help). It then addresses four important values entailing moral dimensions: respect for life, respect for property, honest communication, and respect for religion. The article suggests that empirical research, classroom teaching, and business practice can be strengthened by considering these dimensions.