Radich, Paul

Sheehan Warren, Mary

Vaidyanathan, Brandon

English

University of St. Thomas, Minnesota

Workshop	  Outline,	  for	  the	  10th	  Annual	  Conference	  on	  the	  Common	  Good	  	  Marketing,	  the	  Beautiful,	  and	  the	  Common	  Good:	  Can	  “Beauty	  Save	  the	  World”?	  	  Institutions	  and	  Practices	  to	  Promote	  an	  Authentic	  Vision	  of	  Beauty	  in	  the	  Marketplace	  	  Paul	  Radich,	  Brandon	  Vaidyanathan,	  and	  Mary	  Sheehan	  Warren	  The	  Catholic	  University	  of	  America	  	  	  	   Fyodor	  Dostoevsky	  famously	  suggested	  that	  ‘beauty	  can	  save	  the	  world.’	  	  What	  might	  be	  the	  role	  of	  the	  humble	  marketer	  in	  helping	  to	  foster	  that	  process?	  	  If	  helpful,	  we	  can	  conduct	  some	  brain-­‐sailing	  and	  design-­‐thinking	  exercises	  during	  the	  workshop,	  to	  try	  to	  generate	  ideas	  for	  creative	  ways	  to	  foster	  Beauty	  through	  Marketing.	  	  This	  workshop	  can	  explore	  the	  following	  themes,	  among	  others:	  	  a) What	  kinds	  of	  institutions	  can	  Marketers	  envision,	  for	  cultivating	  Beauty	  and	  supporting	  the	  Common	  Good?	  	  In	  what	  ways	  can	  the	  fashion	  or	  entertainment	  industries	  help	  foster	  a	  vision	  of	  authentic	  human	  beauty?	  	  	  b) What	  kind	  of	  an	  award	  might	  we	  develop,	  to	  recognize,	  cultivate,	  and	  encourage	  Beauty	  in	  the	  practices	  of	  Marketing	  on	  a	  global	  scale?	  c) What	  insights	  from	  the	  Theology	  of	  the	  Body	  can	  help	  to	  inform	  the	  practice	  of	  Marketing,	  especially	  regarding	  the	  portrayal	  of	  the	  human	  person?	  d) If	  the	  Transcendentals	  are	  convertible,	  that	  is,	  if	  Beauty	  and	  Goodness	  and	  Truth	  are	  intimately	  related,	  how	  can	  Marketers	  ensure	  that	  Beauty	  in	  Marketing	  is	  both	  Good	  and	  True?	  	  	  e) How	  might	  “truth	  in	  advertising”	  apply	  here?	  	  It	  is	  one	  thing	  to	  wear	  make-­‐up,	  but	  to	  stretch,	  cut,	  color,	  and	  alter	  photographs	  almost	  beyond	  recognition	  –	  is	  this	  a	  form	  of	  lying?	  	  Cicero	  talks	  about	  how	  important	  it	  is	  in	  commerce	  to	  avoid	  vanitate	  –	  misrepresentation:	  	  what	  impact	  does	  this	  have	  on	  the	  viewer,	  on	  the	  model,	  and	  on	  the	  person	  creating	  the	  advertisement?	  f) What	  is	  the	  role	  of	  wonder	  and	  awe	  in	  the	  life	  of	  the	  marketer,	  especially	  in	  a	  contemporary	  technocracy?	  	  What	  are	  the	  implications	  for	  the	  marketer	  and	  for	  the	  target	  audience?	  g) If	  Beauty	  is	  the	  most	  immediate	  of	  the	  Transcendentals,	  the	  most	  apparent	  and	  the	  most	  difficult	  to	  deny,	  how	  might	  Marketing	  be	  able	  to	  participate	  in	  what	  Pope	  Francis	  calls	  the	  Via	  Pulchritudinis,	  the	  ‘Way	  of	  Beauty,’	  as	  part	  of	  building	  up	  the	  culture	  in	  the	  wider	  view	  of	  the	  New	  Evangelization?	  	  h) If	  Marketing	  is	  both	  the	  voice	  of	  the	  customer	  -­‐	  to	  the	  rest	  of	  the	  firm,	  as	  well	  as	  the	  face	  of	  the	  firm	  -­‐	  to	  the	  customer,	  how	  can	  Marketing	  involve	  Beauty	  in	  both	  external	  and	  internal	  communications?	  	  	  	  i) If	  the	  Arts	  traditionally	  include	  painting,	  sculpture,	  poetry,	  music,	  and	  drama,	  in	  what	  ways	  can	  video	  in	  Marketing	  be	  a	  combination	  of	  all	  of	  those	  arts?	  	  In	  what	  sense	  can	  Marketing	  itself	  be	  considered	  a	  ‘performing	  art’?	  	  And	  how	  can	  photography	  and	  social	  media	  combine	  to	  foster	  beauty?	  	  

Marketing, the Beautiful, and the Common Good: Institutions and Practices to Promote an Authentic Vision of Beauty in the Marketplace

https://ir.stthomas.edu/cgi/viewcontent.cgi?article=1051&amp;context=ryan_programs

Marketing, the Beautiful, and the Common Good: Institutions and Practices to Promote an Authentic Vision of Beauty in the Marketplace

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University of St. Thomas, Minnesota