Instructions:Read the following case.

Annie,copywriterforLaird&Laird(L&L)Advertising,hasjustbeenassignedtheBud's

Best(BB)baconaccount.Sheistickledpink,becausesheknowsthatBud'sBesthasjust signedaone-yearcontracttouseLanceWillardasacelebrityendorser.Lanceisawell known, well loved, young, handsome, and vibrant Hollywood movie star who specializes in actiondramaroles.Victor,PresidentofL&L,tellsAnniethatshewillbewriting commercials using Lance in the role of giving product testimonials. Victor explains to Annie that this endorsement is a testimonial given by a celebrity rather than an average consumer. HetellsherthatLancehassignedanaffidavitswearingthatheisabonafideuserofthe product, as is legally required. The TV commercials featuring Lance, explains Victor, should featureLancetestifyingastothequality,value,andtastinessofthebacon.Victorsuggests thatthiswilltakesomegoodactingonLance'spart,sincehehasjustrecentlybecomea vegetarian.AnniewonderswhetheratestimonialbyLancemightnotbedishonest,butshe saysnothingtoVictorsinceshedoesn'twanttoblowheropportunitytomeetLancein person. She figures she can get all of the details later from Lance.

Lance turns out to be as charming in person as he is on the silver screen. After some small

talk,AnniedecidestoqueryLanceabouthisexperiencewithBud'sBest.Lanceexplains that he has had personal experience with the product, as is legally required for a testimonial. Hetellsherthathehasdonemanycelebrityendorsementsinthepastandknowsthatthe American Advertising Federation's "Advertising Principles of American Business" state that "advertising containing testimonials shall be limited to those of competent witnesses who are reflectingarealandhonestopinionorexperience"andthataslongastheendorser's commentsarebasedonverifiablepersonaluse,themessagecannotbechallengedas deceptive.Infact,hesays,ithasbeenhisfavoritebrandofbaconeversincehewasasmall child,andbaconandeggswerehisfavoriteandmostfrequentlyconsumedbreakfastuntil about a month ago when he became a vegetarian for health reasons. Lance tells Annie that a recentcheckupbyhisphysicianrevealedthathischolesterollevelwas200--inthedanger zone. His doctor had warned Lance to cut down on high cholesterol foods, such as bacon and eggs.Lancedecidedtogoevenfurtherandabstainfrommeatsincesomanymeatsarehigh in cholesterol.

Annie asks Lance diplomatically whether he feels comfortable testifying about how much he

likes Bud's Best bacon when he no longer uses the product. Lance replies that his conscience

isclean.HehasdiscussedthelegalitieswithVictor,whotoldhimthattechnicallyitwas okayforhimtodiscusshispastenjoymentoftheproduct.Afterall,LanceremindsAnnie, the selling points he would discuss in the commercials would be the bacon's quality, value, and good taste. Lance explains that in his view, as far as bacon goes, Bud's Best is second to nonealongthesecriteria.HetellsAnniethatnothingregardingthebacon'shealthiness,or lack thereof, will be mentioned. As long as people are going to eat bacon, Lance asserts, they might as well eat Bud's Best.

Annie thinks that Lance might have a point, but she isn't sure. She doesn't want to rock the

boat at this point with either Lance or Victor, for she really wants to work with Lance on the

shoot. She thinks she'd better just give it some more thought and prayer for the time being.

Instructions:Answer the following questions in a separate document. Your responses should be written in a professional manner (5 points)using complete sentences and proper grammar/spelling. Be clear andprovide detailsin your answers.

1. Define the ethical issue(s).(Define 2-3 issues) (5 points)

1. Who are the primary stakeholders in this situation?(Identify as many stakeholders as possible) (5 points)

1. What are Annie's possible alternatives?(Identify 2-3 alternative actions) (5 points)

1. Evaluate and detail the ethical implications of the alternative actions you listed in #3 by using at least one of the following decision rules. (10 points)

• Harm Test:Does this option do less harm than any alternative?
• Golden Rule or Reversibility Test: Would I like to be on the receiving end of this action and all its potential consequences?
• Defensibility Test:Could I defend my choice before an ethics committee, my colleagues, my peers, my parents, etc.?

1. What action would you recommend to Annie? Explain/justify your decision?(5 points)