Does the Pope Wear Does the Pope Wear Prada?Prada?

Group 1Group 1

OverviewOverview

►Summary of Article – MattSummary of Article – Matt►Benefits and Harms – You ChenBenefits and Harms – You Chen►Rights – BrittanyRights – Brittany►Economic Outcomes/Ethical Duties – Economic Outcomes/Ethical Duties –

RachelRachel►Moral Solution – JonMoral Solution – Jon►QuestionsQuestions

Summary of SituationSummary of Situation

►Pope Benedict XVIPope Benedict XVI►Sighted using productsSighted using products

ExamplesExamples►Apple iPodApple iPod►Serengeti SunglassesSerengeti Sunglasses

►Large # of Followers Large # of Followers Very Devoted Very Devoted►Can not accept endorsement $$Can not accept endorsement $$

Ethical DilemmaEthical Dilemma

Increased Marketing Power Increased Marketing Power

vs. Exploitation of vs. Exploitation of Pope/ReligionPope/Religion

Benefit to SomeBenefit to Some

►The CompaniesThe Companies Increase popularity Increase popularity Extend market line Extend market line Gain on salesGain on sales

►E.g. Bushnell - sunglassesE.g. Bushnell - sunglasses

Harms to OthersHarms to Others

►The PopeThe Pope Wrongfully used by companiesWrongfully used by companies

E.g. Apple iPodE.g. Apple iPod

►ConsumersConsumers Increase unnecessary expenses Increase unnecessary expenses

►The PublicThe Public Wrongfully led by mediaWrongfully led by media

Rights ExercisedRights Exercised•Rights of the Companies

•Rights of the Pope

Rights DeniedRights Denied

►Rights of the ConsumersRights of the Consumers

►Rights of Other CompaniesRights of Other Companies CompetitorsCompetitors Mistaken IdentitiesMistaken Identities

Economic Outcomes / Economic Outcomes /

Ethical DutiesEthical Duties

Exploit religion to advertise Exploit religion to advertise product?product?

““One of the best known people in One of the best known people in the world!”the world!”

Outcome = “Free” advertisementOutcome = “Free” advertisement

PRADAPRADA

                                                      

Moral Solution: Moral Solution: If the Pope uses your If the Pope uses your

product…product…►Welcome the increase in salesWelcome the increase in sales

►But do not exploit the situationBut do not exploit the situation

►Our Decision: Follow Bushnell’s Our Decision: Follow Bushnell’s model, model, NOTNOT Apple and Apple and General Electric MotorcarsGeneral Electric Motorcars

Questions???Questions???

If you were a marketer If you were a marketer of a product the Pope of a product the Pope was using, what would was using, what would

you do?you do?

If you were a devout If you were a devout follower of the Pope, follower of the Pope,

how might his how might his advertised use of a advertised use of a product affect you?product affect you?

Should religious figures Should religious figures be allowed to publicly be allowed to publicly

endorse products, and if endorse products, and if so, receive a financial so, receive a financial

compensation? Why or compensation? Why or Why not?Why not?

Is this really Is this really exploitation of the exploitation of the

Pope?Pope?

Where do you draw the Where do you draw the line determining line determining

exploitation?exploitation?