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Ethics of Chevron's "People Do" Campaign
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Consumer Behavior Articles research papers
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A 6 page paper assessing the honesty of Chevron's advertising campaign designed to promote the company as being environmentally-friendly. In a series of advertisements, Chevron focuses on one particular environmental project, including a different one for each advertisement. One such advertisement highlights the company's efforts to place wooden platforms above high-voltage wires so that eagles are not electrocuted. The purpose here is to evaluate Chevron's motivations for the advertising campaign, and to assess the advertisements' content for honesty. The ultimate purpose is to determine whether Chevron's "People Do" ad campaign constitutes false advertising. The paper concludes that the company is within its legal right of commercial free speech and its right to promote itself and its business activity for the purpose of enhancing its competitive advantage in its industry. The campaign may not be fully honest, but Chevron is within its rights. Bibliography lists 5 sources.
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Pages:
6
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Filename:CC6_KSmktgChevron.rtf |
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Paper Title:
Ethics of Chevron's "People Do" Campaign
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