John (Douglas) Bishop is a full professor in the Business Administration program at
Trent University in Peterborough, Ontario. Bishop has been educated in Canada as well as in the United Kingdom and has edited a major volume in business ethics.
As a full professor in the Business Administration program, he teaches courses in ethics. With these constant exposures to the studies of ethical reviews and theories, Bishop has a good grasp of knowledge to review current ethical dilemma in an objective manner. Bishop tends to view ethical critics in a broader perspective whereby he actively discuss and objectively show arguments against criticism on unethical issues. He achieved this by using examples from scholars, writers and readings from Ethic journals to present his case.
In this reading ‘Is self-identity image advertising ethical?’, Bishop shows his viewpoint of several moral issues that surround the effects of SIIA on people. His purpose was to objectively prove his view that SIIA is an ethical technique used by companies to relate an image to its product or brand. SIIA are not what the critics view as being morally wrong for causing detrimental effects on the people. He would hope to bring reader out of the social norm of viewing the use of SIIA as being unethical. However, he cannot deny the fact that SIIA cause specific and cumulative harms and several recommendations were brought up in the readings to avert or reduce them.
Firstly, Bishop defines SIIA, as creating a symbolic image of an idealized person-type and invites the potential consumers of the product to identify themselves in some ways with that image. He centers his discussion on four moral issues that were raised. They are: 1) whether they make false or misleading promises; 2) whether ...