For this blog post, I will be analyzing the Statement of
Ethics in the “About” section of the AMA website. Upon entering the website, it
is relatively clear to spot the “About” section right away, and the Statement
of Ethics is directly underneath that; it is the first thing that you see when
you click on the “About” tab. As I came across this, I was surprised that the
Statement of Ethics was one of the first things that you come across when going
into the “About” tab. It shows that the AMA is committed to their Statement of
Ethics and that they feel this statement encompasses exactly who they are. The
entirety of the statement is broken into four parts-the ‘preamble,’ ‘ethical
norms,’ ‘ethical values,’ and ‘implementation.’
First,
the preamble, delves into an immediate bold statement, claiming that they
provide the highest standard of ethical norms at the professional level. What
the intention of this statement is, is that it is meant to grasp the reader and
sort of get their attention towards the legitimacy of the AMA and what they are
about. As the section moves forward, the preamble then leads into how members
of the AMA should act and, from there, begins to introduce the ethical norms
and values which marketers should practice/follow.
The
second section, the ‘Ethical Norms,’ gives a list of three things which
marketers must do as they are the ethical norms of the AMA. The first of the
three claims that as marketers it is important that we do not go against any
laws or regulations when making choices in the marketing world. The second on
the list is to have trust in the marketing system and also to avoid forms of
deception when marketing a product to consumers. Finally, the third,
essentially makes the claim that marketers need to follow ethical values when
they are dealing with consumers.
As for
the third section, titled ‘Ethical Values,’ it is broken up into multiple
subsections, and each subsection is titled with a different ethical value of
the AMA. The list runs like this: Honesty, Responsibility, Fairness, Respect,
Transparency, and Citizenship. These subsections all go more in depth, and the
AMA takes its time to thoroughly describe the importance of each value and how
to go about practicing each value. As a whole, one can get a great feel on what
the AMA is about and what their goals as marketers truly are. This section is a
key part in how one could develop a feeling as to what the AMA is about.
The
last section, ‘implementation,’ is a short paragraph which ultimately explains
how a member of the AMA should go about applying these norms and values to
their every-day marketing life. It then goes on to summarize the goals of the
AMA and gives a location as to where someone who is looking for a “code of
conduct” kind of thing which marketers should follow would be at.
As a whole, this Statement of
Ethics is a powerful one which really portrays what a marketer should get out
of becoming a member of the AMA.
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