Pateira

              rap singer 50 Cent                              Now and then, I get comments on some images published by Pateira.  None of them were conceived by me, but, as an example, the Yves Saint Laurent's frontal naked picture of a man published last 16th current was considered porno stuff.

What is at stake here is advertising and women complain a lot about the way they are treated by ad agencies and brands.  Not to mention polemic campaigns like those of Benetton addressing ethnic, war, religious and other polemic issues.  In fact, fashion industry is under consumer's firing.

This is an ethics issue and there is no such thing as a "corporate ethics consensual theory".  Only a few moral concepts, regarded as "universal" and therefore acceptable, at least for Western patterns.

The problem is not only with "what you see" but, perhaps more worrying is what never comes out.  

A few years ago, an European ad agency made a pan-european campaign presentation to an audience of experienced European managers.  By the end, the ad agency raised this question: on the images you saw, a black actor portrays the figure of an aggressive rap and hip hop fan.  Do you think that this is racism? 

Well, our black actor lost the job to a caucasian one, the music was "sweetened" and the aggressiveness disappear. 

Questions:  How many popular caucasian rap singers do you know?  Just one, Eminem?  The lyrics are soft, or aggressive?  The decision that these managers took, was ethically correct?   What do you think the managers' reaction would be if the ad agency proposal related, instead, to a 30% cut on the retailer's product price?