ESRA DEMREL 20500205 ASSIGNMENT-3 PUBLIC RELATIONS DATE: DECEMBER 8

ASSIGNMENT-3

Today; in Turkey; there are several public campaigns are made in order to persuade people to contribute the public situations. I choose one of these campaigns whose name is BABA BEN OKULA GNDER. This sentence is a slogan of this public campaign, it means that; Father; leads me to the school. This public campaign is specifically based on girls who lives in east part of the Turkey. There is a forty seven seconds video of that campaign and it is published in every public channel in Turkey. In this public campaign's target audiences are Turkish people. In order these to send these girls to school Turkish people should help with sending money in public fund. This public campaigns' video is shoot in east region of the Turkey and started to the school. There is a teacher who calls the student's name in the class and each male students calls themselves hear. After that teacher says a girl name and the girl is not in the class and hold some bushes in the road and instead of going to school she is working. After that; teacher continues to say another girl names in the class and each small girl is not in the class. They answered teacher in different places. One of them is preparing herself to the wedding despite her small age. Another one is working in field. At the end of the film audiences see the girl in close up picture. They use close up shoot because it creates more dramatic and effective content. After this picture, the narrator talks and he speaks to Turkish public for helping small girls in order to send them school. This public campaign is shooted in east part of the Turkey because this campaign based on the girls who lives in the east part of the Turkey. I try to analyze this public campaign's content and aim ethically. In addition to this I try to analyze; BABA BEN OKULA GNDER public campaign's persuasion is effective for Turkish public or not.

These are some photos of BABA BEN OKULA GNDER public campaign.

Aristotle believes that the morality is the mean between two vices, that which depends on excess and which depend on defect (Christians, 13). It means that human beings should avoid both extremes and choose the middle state in order to act in an ethical manner. According to, Aristotle's argument this campaign shoul avoid extremes; however they show only this girls sadness. Altough the advertisers aims to reach Turkish public to persuade helping little girls, they may show different ways. For example; instead of showing sadness of these girls they may show when they are going to school and they feel happy themselves. When public watch their happenes instead of sadness may be people want to help more. In addition to this, advertisers could use both emotions which are sadness and happiness in same campaign. Therefore; the campaign may fit the Aristotle's idea. However; in this campaign the content is extremely based on sadness so; Aristotle's idea is avoiding

extremes and showing only sadness shows extreme level of the campaign and they show only one side of the facts.

Moral virtue is the appropriate location between two extremes(Christians, 14). Confucius Golden Mean theory argues the necessity of acting in a balanced way. So, human beings should avoid from the extremes in their decision making process. Baba Beni Okula Gnder campaign aims to persuade public to help girls. In east part of the Turkey; traditions are more important than every value. Generally, boys become more special than girls in this region and this situation creates some problems in society. For example, in east; a few girls' family send their children to the school. Therefore, this case becomes a social norm in that region. According to Confucius' Golden Mean Theory, this situation creates extreme level. That is to say that; advertisers creates this campaign by showing extreme facts of the Turkey. In addition to this; this method is very successful in Turkey many people watch this public campaign and they want to help these small girls in order to send them to school. However; when we think Confucius' Golden Mean Theory this public campaign involves extremes and it is not fit to the Confucius' idea.

Act only on that maxim whereby you can at the same time will that it should become a universal law(Christians, 15). Kant believes that human beings should act if their action may be used as an international rule in all over the world. Put another way, he believes ethics in unconditional and valid in every situation. Lying is always bad thing. There is no explanation of lying; however being just is always ethical thing. According to this argument of Kant; Baba Beni Okula Gnder public campaign involves facts. Therefore; it fits to the Kant's argument. For example; when we compare east and west part of the Turkey; in west; seven years old small girls go to school everyday. On the other hand in east; the other girl with same age can not go to school and she has to go work. Although not all girls go to work; this becomes a fact in Turkey and everybody perceive that situation in this way. Telling the truth is a self-evident obligation to media professionals, and

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adherents(Christians, 16). According to this view; This public campaign easily persuade Turkish people to help small girls by using this social myth. That is why this social campaign fit to the Kant's argument because the campaign doesn't include lying and show the situation of the girls transparently who lives in east of the Turkey.

Islamic morality is known through the original sources of Islam, that is the Qur'an(Christians, 16). Islam commands three principles which are truth, justice and respecting human dignity. If an act is undertaken in accordance with those three principles then Islam will categorize it as ethical. According to Islam's principles truth, justice and respecting human dignity; this social campaign try to show people truth. Audiences watch this public campaign, they see the facts and think justice. In addition to this; when audiences watch this public campaign they perceive unbalanced situation of the girls and boys. All boys are in the school; all girls are working in that time so there is no justice in this situation and Turkish public start to think helping small girls and send them to school and this situation creates justice in terms of Islam's principals. Human dignity is another important issue in this case because; when the advertisers show these little girls' situation truly; it can be damaged for that girl's psychology. According to advertisers this public campaign is successful because many Turkish people help the girls in the east but when we think of a three of the Islamic principals this public campaign fit truth because advertisers show detailed facts about the public problem in the east. Secondly, this public campaign creates justice because they show in equalities between boys and girls. Lastly; in terms of human dignity; this campaign has negative impact on these little girls when they watch themselves in this situation.

Worked out along these lines, utilitarianism provides a definite guideline for aiding our ethical choices. It suggests that we first calculate in the most conscientious manner possible the

consequences of the various options open to us(Christians, 19). According to Mill, human beings should consider the consequences of their actions and act upon the best outcome that may happen. By that they may promote societys welfare and restrain from the evil. According to Mill's argument, this public campaign is created by thinking of an Turkish public' actions but advertisers did not think of an these small girls' psychology. When these girls watch themselves on that campaign they may be affected negatively. However; if advertisers think of consequences on these girls first; then they create the campaign it is much ethical for Mill. When people watch this public campaign, they are primarily give importance to what the situation is. Audiences also do not give importance to girls' psychology so they only think to help with money.

Therefore; this situation shows that; both advertisers and audiences do not think the bad consequences of these campaign's negative impacts on small children. That is to say; this public opinion does not fit the Mill's argument. Although happiness is an end few would wish to contradict, utilitarianism does present difficulties(Christians, 19). Generally public campaigns are created based on utilitarianism because people help each other. Mill's argument is that utilitarianism does not always bring happiness only. If audiences watch this campaign and send the money to the bank. The money make an opportunity to go to school for this girls only. However, if we think of an girls' psychology and try to help their social life instead of only giving money. That helps these children more than money.

Justice emerges when negotiating without social differentiations(Christians, 20). According to this quotation, Rawls argues that ethical decisions should be given by eliminating the social status of individuals. In other words, in advertising making process a advertisers should treat everyone in an equal manner ignoring their social status. Preparing social campaigns is little bit different from preparing advertising and writing news on something. Because public campaigns are generally

based on help desperate people. This situation leads advertisers to think differently. In this public campaign; advertisers show inequalities between two groups. One of them is that boys are going to school and learning lessons the other group is that the girls are working and not going to school. This situation is real and show injustice of two groups. However; advertisers make this differentiation to show that injustice and their point is that if you help these girls injustice becomes justice and every children can be happy. Therefore; when they are making this campaign, they must show that inequality and injustice.

All social goods other than liberty and allows inequalities in the distribution of these goods only if they act to benefit the least advantaged party. The inequalities in power, wealth, and income on which we agree must benefit the members of society who are worse off(Christians, 21). According to this; this public campaign also shows the figure of man and women in the society. In Turkey; a general ideology is that; man has to be powerful and women has to be at home. This is common injustice of the society. Advertisers also use that ideology in this public campaign. When we watch this campaign some women can think it is not fair and try to send money and help little girls to send them school. Therefore; this situation is changed and may be man and women are equal in this way. Rawls' argument is important in this topic. This campaign shows that; in order to reach justice, public should help and this injustice can become equality.

Love your neighbor as yourself(Christian, 21). According to this quotation; Persons As Ends argues that human beings should treat others with love. If human beings treat others with love then they may be able to treat them in an ethical manner. According to this quotation; Baba Beni Okula Gnder campaign try to shows people empathy. If people watch this public campaign and make empathy, they can understand easily the subject and want to help these girls. Because nobody want to be like these girls. The campaign shows desperation of these small girls and in this way people

can have a connection between these children and them. Therefore; they may help.

The 'one-caring' attends to the 'cared-for' in thought and deeds(Christian, 23). Noddings believes that relationship between human beings should be established on care principle by that way human beings may understand and respect the feelings of others. According to arguments of Noddings, people should try to understand others. This public campaign fit Nodding's argument because it shows a facts of the children who live in east part of the Turkey. In addition to this; it also includes desperation of little girls. When the audiences watch this campaign they may understand this injustice and desperation of children and decide to help them. Noddings does not explicitly define a care ethics, but she emphasizes three central dimensions: engrossment, motivational displacement, and reciprocity(Christians, 23). When the audiences of the public campaign watch this, the motivational displacement can be emerged. Because audiences may identified themselves in the situation of these children. For example, they may think that If I were a small girl and live in east part of the Turkey ,I may also not to go to school. This identification may audiences to think ethical values and they unconsciously judge.

It seems to me that; public campaigns are important for country's developing because these campaigns may affect public. When they watch these campaigns they want to help desperate people. For example; there are many campaigns which leads people to help small children an poor people. UNICEF is the one important phenomena and it is known in all of the world. They sell some postcards, small gifts and any other things something like that. They try to help children by that way. In Turkey there are also several campaigns. For example; Kzlay helps people in terms of medical things. In recent years; the most effective one is BABA BEN OKULA GNDER campaign. Many famous people want help from the public and they prepare some television shows in order to increase the money help. I think that, this situation helps people to contribute social

event. Audiences identifies themselves the children and it is very important. On the other hand; I also agree with Aristotle's idea. Humans should avoid extremes. Much more tv shows, much more famous people and much more desperation can affect the public negatively. In addition to this; in this campaign they only want money help. In my opinion only want money for the public campaign is also extreme situation so this is not fit the Aristotle's idea. Apart from money, they can ask people for some emotional and psychological help for these children. Therefore it can be create balance.

In shootings of this campaign creates dramatic effect and situation in order to affect public to help but I also think that this approach is unethical at some point. Instead of showing close-up pictures of that girls' sadness they can use happy little girls in the school and may be in advertising the narrator should say that These girls also deserve to be happy like these girls. Audiences watch happy little children and at the same time they can help them. This situation creates justice maybe.

To sum up; all public campaigns and relations includes positive and negative impacts on society. It seems to me that, these campaigns should be created more honestly. Although they show truths about the severe issues but every people can reach the tv channels and some children may be affected negatively. Public campaigns should also be created by thinking both desperate people's situation who wait help and other who lives in society.