Читать книгу Visual Communication - Janis Teruggi Page - Страница 62

The third step is a careful examination of ethical principles that underpin values and ethical decisions. Someone who is a consequentialist might insist that even if someone's feelings get hurt in the process, more people will benefit from tough anti‐obesity messages. Someone who is a deontologist or absolutist might argue that it is never acceptable to injure others psychologically or physically regardless of the potential outcome. Someone following Ross's principles on prima facie duties would consider what values are in conflict in this particular case and which should be most important, and these can help you be more systematic in reasoning through ethical dilemmas. Ross's approach is helpful, we think, because it offers guidelines for this reasoning rather than rules that are expected to apply in any given situation.