BPE Assignment
Question 1
Aristotle uses teleological reasoning, which is virtue
ethics. “Telos” translated to English is “purpose/goals”.
(Sharon, 2022, p. 8) The purpose of the company,
according to their values is to be fair and inclusive to all
customers. Some customers found the ad sexist and are
complaining. The ad opposes the company’s values. The
right action for the company to take according to virtue
ethics would be to remove the ad, this action would show
that the company is fair and inclusive with the customers.
A deontologist does not use teleological reasoning which
means that the company’s “purpose/goals” do not form
part of their moral values. Deontologists would disagree
based on duty and consequence. The apology, though
addressing the problem, does not result in any
consequential action.
Kant, a famous deontologist, created a rule for
deontologists to evaluate if their actions are morally
accepted – “Act only according to that maxim by which
you can at the same time will that it should become a
universal law.”. (The Elements of Moral Philosophy, 7th
Ed, p. 129)A deontologist would go through the process
of evaluating if you were to make a universal rule, stating
that if customers complain they should remove the ad. If
the result causes further problems – it is wrong, if it does
not cause problems – the rule should be accepted.
Through this method a deontologist would disagree with
this course of action. They would suggest reprimanding
or even firing the person who created the adverts. As this
would result in a consequence for the action and duty to
the customer being met.
Question 2
According to Bentham’s utilitarianism (act), utilitarian is
someone who believes morality is about making the world
as happy as possible… requires in all circumstances to
produce the most happiness (The Elements of Moral
Philosophy, 7th Ed, p. 110).
Therefore, a utilitarian would take into consideration the
happiness of the public and the happiness of the
company and seek an outcome that produces the
greatest utility. The public was displeased by the ad
campaign launched by the company. A utilitarian would
want to soothe the problem with the most pleasant act.
Removing the ad with immediate effect would make the
members of the public that were offended by the ad
campaign happy. Also, half of the board members would
be satisfied if the ad is removed immediately. With half of
the board members being satisfied and the public who
were offended regaining happiness, the greatest
happiness would be achieved.
If the board members choose not to remove the ad
campaign, the public will stay angry and might sue the
company. The company might experience a downfall.
Conflict might be generated between the board members
who want to remove the ad campaign and the board
members who did not want to remove it. Which would
lead to lesser happiness in comparison to removing the
ad campaign.
In conclusion, a utilitarian would choose to remove the ad
campaign to acquire the greatest happiness possible.
Bibliography
(n.d.). In S. Rachels, & J. Rachels, The Elements of Moral Philosophy,
7th Ed (7th ed.).
Sharon. (2022). Chapter 12 of Elements of Moral Philosophy. Virtue
Ethics.
INTEGRITY STATEMENT
I 21529915 confirm that I have read and understand the following integrity
statement:
“The University of Pretoria commits itself to produce academic work of
integrity. I affirm that I am aware of and have read the Rules and Policies of
the University, more specifically the Disciplinary Procedure and the Tests
and Examinations Rules, which prohibit any unethical, dishonest or
improper conduct during tests, assignments, examinations and/or any other
forms of assessment. I am aware that no student or any other person may
assist or attempt to assist another student, or help obtain help, or attempt to
obtain help from another student or any person during tests, assessments,
assignments, examinations and/or any other forms of assessment.”
DECLARATION OF ORIGINALITY
The Department of PHILOSOPHY places great emphasis upon integrity and
ethical conduct in the preparation of all written work submitted for
academic evaluation.
While academic staff teaches you about referencing techniques and how to
avoid plagiarism, you too have a responsibility in this regard. If you are at
any stage uncertain as to what is required, you should speak to your lecturer
before any written work is submitted.
Plagiarism is a serious form of academic misconduct. It involves both
appropriating someone else’s work and passing it off as one’s own work
afterwards. Thus, you commit plagiarism when you present someone else's
written or creative work (words, images, ideas, opinions, discoveries,
artwork, music, recordings, computer-generated work, etc.) as your own.
Only hand in your own original work. Indicate precisely and accurately
when you have used information provided by someone else. Referencing
must be done in accordance with a recognised system. Indicate whether you
have downloaded information from the Internet.
Students who commit plagiarism will not be given any credit for plagiarised
work. The matter may also be referred to the Disciplinary Committee
(Students) for a ruling. Plagiarism is regarded as a serious contravention of
the University’s rules and can lead to expulsion from the University. Ensure
you read the University of Pretoria Plagiarims Policy which is available on
your CLickUP page for this module.
The declaration that follows must accompany all written work submitted
while you are a student of the Department of PHILOSOPHY. No written
work will be accepted unless the declaration has been completed and
attached.
Full names of student: Sekobelele Motheo Madigoe
Student number: 21529915
Declaration
1. I understand what plagiarism is and am aware of the University’s policy
in this regard.
2. I declare that this assignment (e.g. essay, report, project, assignment,
dissertation, thesis, etc.) is my own original work. Where other people’s
work has been used (either from a printed source, Internet or any other
source), this has been properly acknowledged and referenced in accordance
with university requirements.
3. I have not used work previously produced by another student or any other
person to hand in as my own.
4. I have not allowed, and will not allow, anyone to copy my work with the
intention of passing it off as his or her own work.
SIGNATURE SM. Madigoe
INTEGRITY STATEMENT
I u21547328.. confirm that I have read and understand the following integrity statement:
“The University of Pretoria commits itself to produce academic work of integrity. I affirm that I am aware of
and have read the Rules and Policies of the University, more specifically the Disciplinary Procedure and the
Tests and Examinations Rules, which prohibit any unethical, dishonest or improper conduct during tests,
assignments, examinations and/or any other forms of assessment. I am aware that no student or any other
person may assist or attempt to assist another student, or help obtain help, or attempt to obtain help from
another student or any person during tests, assessments, assignments, examinations and/or any other forms of
assessment.”
DECLARATION OF ORIGINALITY
The Department of PHILOSOPHY places great emphasis upon integrity and ethical conduct in the preparation of
all written work submitted for academic evaluation.
While academic staff teaches you about referencing techniques and how to avoid plagiarism, you too have a
responsibility in this regard. If you are at any stage uncertain as to what is required, you should speak to your
lecturer before any written work is submitted.
Plagiarism is a serious form of academic misconduct. It involves both appropriating someone else’s work and
passing it off as one’s own work afterwards. Thus, you commit plagiarism when you present someone else's
written or creative work (words, images, ideas, opinions, discoveries, artwork, music, recordings, computergenerated work, etc.) as your own. Only hand in your own original work. Indicate precisely and accurately when
you have used information provided by someone else. Referencing must be done in accordance with a recognised
system. Indicate whether you have downloaded information from the Internet.
Students who commit plagiarism will not be given any credit for plagiarised work. The matter may also be referred
to the Disciplinary Committee (Students) for a ruling. Plagiarism is regarded as a serious contravention of the
University’s rules and can lead to expulsion from the University. Ensure you read the University of Pretoria
Plagiarims Policy which is available on your CLickUP page for this module.
The declaration that follows must accompany all written work submitted while you are a student of the Department
of PHILOSOPHY. No written work will be accepted unless the declaration has been completed and attached.
Full names of student: Lindelwa Amanda Akhona
Student number: u21547328
Declaration
1.
I understand what plagiarism is and am aware of the University’s policy in this regard.
2.
I declare that this ……………journal………………… (e.g. essay, report, project, assignment,
dissertation, thesis, etc.) is my own original work. Where other people’s work has been used (either from
a printed source, Internet or any other source), this has been properly acknowledged and referenced in
accordance with university requirements.
3.
I have not used work previously produced by another student or any other person to hand in as my own.
4.
I have not allowed, and will not allow, anyone to copy my work with the intention of passing it off as his
or her own work.