Ethics Post 3: Good ol' Product Placement (Code of Conduct)

This week's assignment required our class to look for a case study in our textbooks and then break it down using the code of conduct from our professions/industries respectively. After looking throw the chapters specified, I found a case study that I could get into; product placement and the ethics connected to it. Product Placement is somewhat in the realm of my profession (Graphic Design, Multimedia Production, creative services in general). Upon further investigation of Graphic Design ethics, I stumbled upon the realization that there is no solid code for ALL Graphic Designers in America.

my subsequent reaction

Ignoring that slight quirk, the case study itself takes a look at comparisons between product placement here in the states and abroad (aka everywhere else). The study was written by Phillip Patterson of Oklahoma Christian University. This study contains mostly statistics by certain companies based on how often they pushed their products/logos on programs they didn't own. Actually, while these companies don't own the shows, they sponsor them, therefore securing a financial stake for them as far as the show's ratings are concerned. A chief executive of a firm that produces "The Office" said, "The fact is, these brands are part of our lives, and brands exist in these television environments, so why not showcase them." As a Graphic Designer, this is where I can see a code of conduct coming into effect. Apparently, an Apple logo was featured on a BBC program but was removed later on after the British media alleged that the logo (among some others) were snuck into BBC programming in exchange for cash and favors. This violates BBC rules. I find this funny as you can't watch many TV shows or movies nowadays with a Macbook or iPhone being visibly used by a main character. Hmmm...

For those of you who are unclear on what a Graphic Designer does, I'll put it in layman's terms concerning this post: we create logos, images, and animations that can (and are) used by companies as part of a branding or advertising strategy. Branding is what companies use to familiarize themselves with the public. Certain color combinations or font choices remind people of a specific company or their presence. Good examples of this are Coca-Cola, Twitter, Facebook, FedEx and Wal-Mart. Copyrights can even be put on the typefaces and images to secure a unique look and aesthetic. Below is a link of examples of clever logo brand designs.
http://www.truekolor.net/21-more-awesone-logos-with-hidden-meaning/

I lucked out in finding the AIGA Standards of Professional Practice.

AIGA stands for the "American Institute of Graphic Arts". They have a HUGE, I repeat, HUGE following in the design/art world. If you are connected to their membership/network, you have connections to seminars, conferences, events, job opportunities, and other artists. Being that they have such a structured group, it makes sense to have a list of standards (which can be translated to a "code of conduct"). To paraphrase the standards, AIGA touches on:

• A designer's responsibility to clients
• A designer's responsibility to other designers
• One interesting point in this section is that designers in pursuit of business should support fair and open competition. Way easier said that done!
• Fees (of course)
• Another interesting point is that this seciton states that a professional designer shall work ONLY for a fee, a royalty, salary or other agreed-upon form of compensation
• Publicity
• Authorship
• The designer's responsibility to the public
• The designer's responsibility to the environment and society