Accounts of cyberbullying are becoming a prominent issue in the lives of adults, not just children.

In my final e-portfolio, I will research how cyber-bullying has been growing a quick rate. However the main issue I will discuss is the fact that the bullying has seeped into the lives of adults these days. More specifically, I will delve into the case of  Richie Incognito, of the Miami Dolphins, bullying his own teammate Jonathan Martin, through a variety of text messages, demands, taunting, etc. This is a very relevant story at this point in time and will be an excellent example of how cyber-bullying and bullying in general has made its way into the lives of so-called mature adults.

What is Cyber-bullying?

Here I am planning on giving a detailed explanation of what cyber-bullying is. This will provide readers with an understanding of what I am going to explore in my blog post. To read about bullying, you must first understand what exactly it is. In addition, I will also explain the negative relationship between empathy and cyber-bullying. I have been provided by Professor Yaros with an excellent study that provides evidence to the truth behind this relationship.

These days, adults have endured bullying too.

This will be where most of the "beef" in my post will be found. Under this sub-heading, I will have to supply the reader with facts and visuals showing how bullying is NOT an issue reserved solely for children and young-adults. A survey I have found shows that 1 in every 6 adults suffer from bullying in the workplace. Statistics like the one previously mentioned will further the readers understanding of the facts. Then I will explain how bullying is not just limited to people with an average lifestyle, but to those in high-profile situations, as well. This will flow perfectly into my next sub-heading which is.....

<insert explanatory graphic here>

Even the National Football League is riddled with a bullying problem.

This section will also provide a majority of the "beef" in my e-portfolio post. I will discuss the case that occurred in the Miami Dolphins organization in recent weeks. Richie Incognito, a player of the Dolphins, reportedly continuously hazed and bullied fellow teammate and position-mate Jonathan Martin. Also, I will explain how it is probably not a coincidence that Incognito was voted the league's dirtiest player at one point in time. The importance in this situation is that it wasn't just one incident that caused Martin to take a leave of absence, however, a string of incidents that added up and eventually caused Martin to break. 

<insert answer to video interview question #1 here>

<insert explanatory image here>

Did the media exaggerate the harm Incognito caused?

This will be the final "beef" section in my post. I am planning on interviewing Kevin Blackistone on this subject to gain his insight into the bullying issue in places such as professional sports. I will look into the fact of whether the use of the "N" word in a text message sent form Incognito to Martin inflamed the situation exponentially. I will also grill my interviewee on their thoughts on the topic. I have a couple articles that will provide sufficient information to discuss on this subject.

<insert answer to video interview question #2 here>

<insert answer to video interview question #3 here>

CONCLUDE

listen to ‘Audio Summary’ on Audioboo

First Audio Summary

listen to ‘First Audio Summary’ on Audioboo

Gillette uses puffery in its advertising by claiming its products will a provide an outcome that is "The best a man can get."

Puffery and deception is vastly used in the advertising of commercial products

There are countless methods that advertisers use to attract consumers to their products, and persuade them to make a purchase. One of the most commonly used ploys is puffery. Puffery is a promotional claim using subjective views rather than objective views; that is, views that cannot be proven right or wrong. It tends to be an "ethical and legal grey area." The company will "puff up" the product to make it seem like more than it really is. Due to the fact that puffery is not, in fact, illegal, companies these days are seemingly taking advantage of its use. Normally, puffery is used by way of an opinion, as seen with the Gillette 

Deception on the other hand is when an advertisement provides false information. This becomes a more serious issue because it can entail legal ramifications. If the advertisements misleads the viewer in any material way, then its could potentially be considered illegal.

Gillette's "The best a man can get" advertising campaign is blatant puffery

Gillette is a company that produces men's shaving utensils in addition to a plethora of other personal care products. It was originally owned by The Gillette Company until 2005 when it was merged into the Proctor and Gamble company. Gillette's products have, for the past decade and beyond, been the most popular of its kind. In 1999, its estimated net-worth was $43 billion. Proctor and Gamble purchased the company for $57 billion. Today, one can only imagine how much Gillette is worth, but I can certainly tell you it is larger than than the sum P&G bought it for.  Gillette is ranked number 18 on Forbes "World's Most Powerful Brands" list. There are multiple reasons for the companies success, although, probably the biggest contributor is the companies advertising.

Normally, puffery is used by way of an opinion, as seen with Gillette's advertising campaign. Ever since the companies beginning, Gillette's slogan has been "the best a man can get." In doing so, Gillette is telling the world something that cannot be proven true or false. In saying that their products will provide a shave better than any other companies products could is simply an opinion put forth to attract potential buyers.

In the video above, Gillette, circa 1989, created a song about their irresistible shaving products that provide an irresistible outcome. It's hard to count how many times you hear the lyrics blaring "Gillette, the best a man can geettttt." The genius of these commercials is that no other personal care company is putting out anything like it. The lyrics are all a ploy to get viewers to purchase their items.

The video below is another commercial that Gillette released. The main point that I want to bring up in relation this video is the fact the Gillette is claiming that the shave its products provide will instill confidence in its user. Yes, confidence, you heard that correctly. Again, Gillette is using puffery because this statement is merely an opinion. It is troublesome to prove whether someone became confident after a shave right or wrong.

Gillette's use of puffery is legal and acceptable

The advertising campaign of Gillette seemingly falls into the aforementioned legal "grey area." Of course, Gillette has seen it's fair share of lawsuits, but none have had an outcome detrimental to the company. If Gillette's slogan had claimed that all men think their shave is the best a man can get, then you could be sure that the company would be in a large hole with many lawsuits coming. The reason for this is because the company is making a claim that, in this case, is blatantly false due to their inclusion that "all men" think this way. However, Gillette stays away from making a claim, and rather voices an opinion that fairly states what they believe.

By definition, puffery does not mislead reasonable consumers. A reasonable consumer will not purchase a Gillette product solely based on the fact that they heard it is the best a man can get. A reasonable consumer will by Gillette because they want to for whatever reason, whether it be cost, availability, aesthetics, etc.

Puffery should not be addressed harshly

I agree with the three ethical norms of advertising listed by the American Marketing Association, as well as the advertising code of the American Advertising Federation. Doing no harm is very self-explanatory rule. When someone feels that puffery in an advertisement causes harm, that is when the lawsuits arise. In terms of the AFA, the code stating that advertising shall tell the truth and reveal significant facts is essentially one of the most fair statements they could make. Advertising can be funny, entertaining, and exciting, but there are some lines that should not be crossed: Gillette never crossed that line.