MGT 301 Major Paper #2

MGT 301 Major Paper #2, 100 points, minimum of 2 – 3 pages (plus sources/bibliography page), double spaced, 12 font, Times Roman. Put your finished work into a Word document and e-mail it to me at: . Please spell check and proofread your paper. Make sure your paper includes your name, page numbers and a source sheet/bibliography. MLA/APA and Works Cited documentation for all sources outside of Ghillyer are expected. Points will be deducted if you fail to properly document.


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Summary: Use the following website to select at least two of this year’s Super Bowl Commercials:

Analyze at least two selected TV commercials from the Super Bowl and apply the theories and framework provided in the class. The choice of commercials is limited to the above link. You are expected to seek outside sources (news articles from recognized sources) to support and validate your work based upon the commercials you chose, the theme/message they are trying to convey and your analysis. The paper must apply Kohlberg and Dobrin for the analysis.


Every day, through the media, you are exposed to ethical dilemmas. The people who write, direct and produce the media are attempting to shape the way you see things and how you react and respond. The most important part is to be aware of this influence – and the way you do that is to analyze what is being presented to you and compare it to your own core values. To do that requires some tools.

Your paper must contain the following: (23 points each):

1. SUMMARIZE the “plot” and list the primary characters in the two commercials. The plot is the message they are conveying and how they convey that message. The characters are the animals, people, famous people (living or dead), scenery or special effects the writers/producers used to convey their message. These are important because they can be used to influence you (a famous person, calm scenery, sexy styling and big promises). 2– 3 paragraphs.


2. Isolate ONE ETHICAL DILEMMA from each commercial (thus you should have 2 separate dilemmas). The summary of the dilemma should be no more than 1 sentence long. Now flesh it out (3 – 4 sentences each) by establishing the “norm” and the challenge to the “norm.” The “norm” is the basic assumption, attitude or prevailing belief in society. How are the writers/producers challenging the norm – what are they using to get you to see things from their point of view (thus sell you their product, service or thought process). This is the ethical dilemma. How the characters and scenery interact is important for you to understand how the writers/producers of the media source are influencing you. How do they expect to get you to accept their beliefs and/or products? 3 – 4 paragraphs.

3. INFLUENCERS What did the writers/producers use to “suck you in and keep you there?” What did they use to get your attention and keep you watching? This can be the scenery, the “tearjerker” moment, the patriotic moment, a famous person or a shocking statement. 1 – 2 paragraphs. Be specific about what they used and how it worked (or didn’t work).


4. ETHICS TOOLS ANALYSIS Analyze everything using Dobrin, Kohlberg, Badaracco, the Toothpaste Test, The One Favorite or other ethics tools. Prove you understand how to analyze and examine media sources as they work to influence you and exert power over society. 3 – 4 paragraphs.


Remember – you are analyzing TWO commercials.

You are encouraged to use additional resources to support your paper. All sources (including the two commercials you chose) must be included on a bibliography/source sheet.


You will not be graded on a “right or wrong” answer – but rather how well you analyze and summarize the dilemma.

The remaining 8 points may be awarded for how well you are able to connect your analysis to Dobrin, Kohlberg, the Toothpaste Test and One Favorite and style/mechanics of the paper.


Think – learn – adapt – apply and have fun. This is your second major paper and the purpose is for you to see the role of ethical challenges you are being exposed to on a daily basis (and sometimes without even knowing it.)

Can you spot how the world is attempting to shape your ethics through daily media? Can you be a person who leads necessary change not just in the business world but the world in general? I believe you can – now you get to prove me right

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