1. Self-laudatory Language

2. Summary Ken completes the Asmara Philadelphia on April 26. TEN days late. Ken completes the Asmara Philadelphia on April 26. TEN days late. The reason was bad weather and a major subcontractor went bankrupt The reason was bad weather and a major subcontractor went bankrupt  Timmo is happy. They will put more work Pines’ way  Joe, Sarah, and Ken are invited to the grand opening  they return accompanied by Girsh, a staffer from the Genalan Ministry of Construction  Girsh expresses an interest in looking around Pines’ office.

3. Summary Genala is a poor rapidly developing country in Asia. Genala is a poor rapidly developing country in Asia.  You have never been there.  Tou worked in Singapore once and visited several nearby countries  This is where you developed an interest in the cultures of the region.  Girsh meets with all the senior engineers, and you and he get along particularly well.

4. Summary  You drive him to the airport, When it is time for him to leave.  On the way he mentions to you that you are the only engineer he has met in America who has any real understanding of Asian cultures.  Chitects, Pines Engineering Design receives many compliments and even a few awards for its role in the construction of a most impressive building.  Joe smelling more work and money, calls you into his office.

5. Summary  “Chris, gotta use this for competitive advantage. Make sure our role in this project is well advertised. Thinking of full-page ads in the Engineering News Record and Civil Engineering, telling the world how brilliant we are. Here, I’ve done some preliminary sketches as to how the ads might look.” He hands you a sketch.  “This is very nice, Joe, but we can not use this ad. It is unethical.”  “What? Are we saying anything that is not true? Is there anything misleading the ad?”  “No, but that is not it. The ASCE code of ethics is very explicit about such advertising. I forget the exact wording, but it is something like ‘engineers shall not advertise their work in a self-laudatory manner’ and this certainly is self-laudatory”

6. Summary  “Sure it is. We are good, and we want the world to know it”  “The idea, Joe, is that if we are really good, the world will eventually know it because of our great work, not because of our advertising campaign.”  Joe is silent considering his options.  “Well, I am not a PE and I can run this ad if I want to!”  “If you do you’ll be in trouble with the state licensing board and the firm- which has the same name engineering in its title, do not forget- may be fined. I really think you should forget the whole idea.”  Joe sits down at his desk, and disappointment comes over him. But he is not giving up.

7. Summary  “Every other profession can use self laudatory language in advertising. Look at the lawyers, for heaven’s sake”  “No actually if you read their ads they never say they are good or that they can make you rich. They are very careful to only describe their services and to say if you need a lawyer to call them”  “Oh ok so it was a dumb idea. But it would have been a great ad don’t you think?”

8. Issues ANOTHER PINES ENGINEERING DESIGN SUCCESS ANOTHER PINES ENGINEERING DESIGN SUCCESS Pines engineering design, the premier structural design firm in the US, due to its excellent engineering skills and management organization, was able to work with Timmo construction to complete the Asmara Philadelphia Hotel on time and under budget. We look forward to working on your next construction project. When you need the best, hire the best- hire Pines Engineering Design. Pines engineering design, the premier structural design firm in the US, due to its excellent engineering skills and management organization, was able to work with Timmo construction to complete the Asmara Philadelphia Hotel on time and under budget. We look forward to working on your next construction project. When you need the best, hire the best- hire Pines Engineering Design.

9. Issues This ad is truthful This ad is truthful Exception: “Premier structural design firm in the US Exception: “Premier structural design firm in the US Construction companies can do this Construction companies can do this Why cant engineering firms do the same Why cant engineering firms do the same

10. Issues All engineering codes of ethics prohibit self-laudatory advertising All engineering codes of ethics prohibit self-laudatory advertising Acreditation Board for Engineering and Technology’s Code of Ethics Acreditation Board for Engineering and Technology’s Code of Ethics 5.g. Engineers may advertise professional services only as a means of identification and shall be limited only to the following: 5.g. Engineers may advertise professional services only as a means of identification and shall be limited only to the following: g.1 Professional cards and listing in recognizing and dignified publications, provided they are consistent in size and are in a section of the publication regularly devoted to such professional cards and listings… g.1 Professional cards and listing in recognizing and dignified publications, provided they are consistent in size and are in a section of the publication regularly devoted to such professional cards and listings… g.2 Listing in the classifies section of the telephone directories, limited to name, address, telephone number and specialties in which the firm is qualified without resorting to special or bold type. g.2 Listing in the classifies section of the telephone directories, limited to name, address, telephone number and specialties in which the firm is qualified without resorting to special or bold type.

11. Issues This saves the firms money in advertising This saves the firms money in advertising From a limited type and size of the advertising, the engineering profession hopes to have the public will recognize that it is a “dignified” profession and will in effect raise the reputation From a limited type and size of the advertising, the engineering profession hopes to have the public will recognize that it is a “dignified” profession and will in effect raise the reputation Another effect will be the bad engineers going out of buisness Another effect will be the bad engineers going out of buisness