Tide Commercial Reflections–with Acti-Lift!

This post isn’t going to have any additional ethical musings on the Tide commercials themselves, for I am sick to death of them, and almost as sick of arguing about them. What I have been thinking about instead is what to glean from the fact that an ethics critique of a 30 second laundry soap commercial has become the most viewed post on Ethics Alarms after fourteen months and about 1,100 posts, and has generated more debate than all but a few other issues.

Not that I much mind becoming the apparent ethics authority on Tide (with Acti-Lift!).  It’s a small niche, but at least it’s a niche. If you Google almost anything about the original commercial—“green shirt” and Tide, for example—Ethics Alarms is the first non-Tide site that gets listed. Still, with carefully considered ( and occasionally proofed) posts on politics, immigration, global warming, education, sex, law enforcement competing with it for attention, my ethics review of a TV commercial has attracted far more interest than any one of them.

Why? My thoughts: Continue reading

Rewarding Wrongdoers to Corrupt Us All

It would be wonderful if Steven Slater would go before the cameras and say,

“I want to apologize to Jet Blue and its passengers for my conduct. I was frustrated and emotionally over-wrought, and I wrongly endangered the air travelers, betrayed by co-workers, and embarrassed my employers. I am not a folk hero or a role model. I am ordinary human being who lost control of his emotions, and behaved badly. I am sorry. If my meltdown contributes to a national dialogue that reminds people that we need to be civil patient and kind to one another, then at least something productive will have come out of an incident that I sincerely regret.”

That’s not going to happen. Continue reading

A Commercial for Liars: Tide..with Acti-lift!

Yes, Procter and Gamble, makers of Tide laundry detergent, thinks lying is cute, and that Americans will run out and buy a product advertised as useful for assisting lies.

And who knows? Maybe they’re right. We certainly wouldn’t expect a corporation or an ad agency to see anything wrong with lying, since it is business as usual for them. They probably don’t even realize such messages are corrupting.

The new TV ad for Tide and its new “Acti-Lift” secret ingredient (It’s called “Closet Raid”; you can see it here…) shows the heart-warming saga of a teenage girl who trustingly asks her mom whether she borrowed a favorite green blouse. Continue reading

Tiger Woods’ Mother in the Ethics Rough

“You know what? I’m so proud to be his mother. Period. This thing, it teaches him, just like golf. When he changes a swing… he wants to get better… He will start getting better… it’s just like that. Golf is just like life, when you make a mistake, you learn from your mistake and move on stronger. That’s the way he is. As a human being everyone has faults, makes mistakes and sins. We all do. But, we move on when we make a mistake and learn from it. I am upset the way media treated him like he’s a criminal…he didn’t kill anybody, he didn’t do anything illegal… They’ve being carrying on from thanksgiving until now, that’s not right! People don’t understand that Tiger has a very good heart and soul. Sometimes I think there is a complete double standard… He tried to improve himself. The tabloids and newspapers just killed him, held him back.. To me it looked like a double standard…When you make a mistake you learn from it and move on, that’s the way life is, that’s a human being. We’re not God, and he never claimed he was God. If anyone tells me to condemn him, I say look at yourself first.. .. I would … look in their eyes and tell them you’re not God!  This thing is a family matter… It’s not easy to be him. … (People) go to work 8 to 5 and go home to have a life with the family. Tiger can’t do that.”

—————Katilda Woods, Tiger’s mother, in remarks to the press following Woods’ statement and apology today, his first public appearance since a series of revelations about his multiple affairs.

Where to begin? I’m glad Mrs. Woods is proud of her son. That’s what mothers are for, in times like these. If only she had stopped there, before she plunged deep into the ethics rough. For example, I think Tiger’s been swinging enough, don’t you?

But Mrs. Woods decided to promote three of my least favorite rationalizations for terrible conduct, and then added one I had neglected.  Now that she mentions it, however, I hate that one too. Continue reading