1. Does the Pope Wear Prada? Group 1

2. Overview Summary of Article – Matt Summary of Article – Matt Benefits and Harms – You Chen Benefits and Harms – You Chen Rights – Brittany Rights – Brittany Economic Outcomes/Ethical Duties – Rachel Economic Outcomes/Ethical Duties – Rachel Moral Solution – Jon Moral Solution – Jon Questions Questions

3. Summary of Situation Pope Benedict XVI Pope Benedict XVI Sighted using products Sighted using products Examples Examples Apple iPod Apple iPod Serengeti Sunglasses Serengeti Sunglasses Large # of Followers Very Devoted Large # of Followers Very Devoted Can not accept endorsement $$ Can not accept endorsement $$

4. Ethical Dilemma Increased Marketing Power Increased Marketing Power vs. Exploitation of Pope/Religion

5. Benefit to Some The Companies The Companies Increase popularity Increase popularity Extend market line Extend market line Gain on sales Gain on sales E.g. Bushnell - sunglasses E.g. Bushnell - sunglasses

6. Harms to Others The Pope The Pope Wrongfully used by companies Wrongfully used by companies E.g. Apple iPod E.g. Apple iPod Consumers Consumers Increase unnecessary expenses Increase unnecessary expenses The Public The Public Wrongfully led by media Wrongfully led by media

7. Rights Exercised Rights of the Companies Rights of the Pope

8. Rights Denied Rights of the Consumers Rights of the Consumers Rights of Other Companies Rights of Other Companies Competitors Competitors Mistaken Identities Mistaken Identities

9. Economic Outcomes / Ethical Duties Exploit religion to advertise product? One of the best known people in the world! Outcome = Free advertisement PRADA

10. Moral Solution: If the Pope uses your product… Welcome the increase in sales Welcome the increase in sales But do not exploit the situation But do not exploit the situation Our Decision: Follow Bushnells model, NOT Apple and General Electric Motorcars Our Decision: Follow Bushnells model, NOT Apple and General Electric Motorcars

11. Questions???

12. If you were a marketer of a product the Pope was using, what would you do?

13. If you were a devout follower of the Pope, how might his advertised use of a product affect you?

14. Should religious figures be allowed to publicly endorse products, and if so, receive a financial compensation? Why or Why not?

15. Is this really exploitation of the Pope?

16. Where do you draw the line determining exploitation?