Week3 - Case Study, Practicing Ethics, Pushing Credibility

Pushing Credibility

Reply to Melissa W discussion post (2 of 3)

The purpose of this assignment is to discuss an example Melissa views as pushing the limits with regard to being credible. Initially, when Melissa began to brainstorm on this topic, several things come to mind. The ads for makeup, hair color, cookware, t-shirt endorsements by celebrities all have the underlying tone of deceit. The example Melissa settled on sharing includes the celebrity chef, Ree Drummond, who has her own show “The Pioneer Woman”.  A year ago, Ree released a cookware line being demonstrated on her cooking show. After owning the cookware for a while, Melissa discovered the product is not nearly as high-end as she uses on her show. This makes Melissa doubt the credibility of her favorite celebrity chef. 

In closing, Melissa must have confidence in the message or item being purchased. It is not enough to have the item association with a celebrity. Without credible results, the rewards will be limited and short. 

References

Bovee, C. L., & Thill, J. V. (2012). Excellence in Business Communications, 12th edition. Boston, MA. Pearson.

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