Ethical Dilemma: Should Brain Scans Be Used to Craft Advertising Should We Allow Companies to Use Brain Scans to Test Advertising Campaigns?

Ethical Dilemma: Should Brain Scans Be Used to Craft Advertising

Should we allow companies to use brain scans to test advertising campaigns?

Whenever new applications for technologies emerge, as with the use of brain scans to test advertising campaigns, it needs to be addressed whether or not the application of the technology is disadvantageous toward individuals and society as a whole. The media is the most powerful sociological force we as a society are faced with. It has the power to develop inadequacies in children and adults and remains a driving force in daily decision making. We as a society are vulnerable to the power of suggestion and the existing manipulative marketing tactics used in the market place today. The use of MRI equipment, in this manner, is of course yet another, more in depth tactic of selling unneeded goods to unsuspecting people, which could inevitably further distort the marketplace relationship. As with the advertising tactics we are faced with today, we need not only to become more educated consumers but we must take responsibility in educating our children as well. On the other hand however, looking at the big picture, I must consider the benefits this may bring to society as a whole. Currently, it takes thousands of dollars to run a single MRI scan, and thousands more to purchase the machine itself. Funds and grants are used by hospitals and universities to acquire MRI scanners and to run experiments. These experiments are intended to explore areas such as mental illness, chemical imbalances and depression. The monies supplied from larger corporations, such as Microsoft, can be used to advance the scientific research for threatening diseases such as these. With this said, MRI scanners used to test advertising campaigns should be deemed ethical, on the basis that MRI scanners always be regarded as priority, in the field of medicine ad be used responsibly in marketing research.

The Common Good approach offers the best explanation...