Assignment #3: Jerry McGuire's mission statement and Joe Camel

One media I am choosing to discuss is mission statements. One I am most familiar with is the mission statement from the movie Jerry McGuire. This mission statement was sent out to all coworkers and was titled, “The Things We Think But Do Not Say: The future of our business”. This is an example of the Impression Management Model, more specifically using a lean channel as a vehicle of communication. By using a lean channel, one is able to communicate things that are difficult to say in person, as well as have the ability to control one’s self-presentation. Jerry McGuire chose to use a lean media since many topics he discussed would be hard to say directly to his boss. The mission statement’s main concern was the importance of upholding ethics in the business. Jerry had to be very careful in the way he presented his case as to not sound like he was pointing fingers or blaming a few certain individuals. Many of his co-workers applauded the mission statement and felt similar feelings. Unfortunately, his boss did not feel the same way…and fired him.

A second type of media I am choosing to discuss is subliminal messages found in advertisements. This is also an example of the Impression Management Model. Advertisers of cigarettes are in a very tough spot, as they are reliant on the company’s success but are also concerned with moral and ethical responsibilities. The advertisements are a type of lean media, where a cigarette company can use photos to depict what they are trying to portray to people. Cigarette companies can’t come right out and say, “Children should start smoking because it is cool and will increase future revenues”. They have to use subliminal messaging in advertisements, such as associating a luxurious lifestyle with cigarettes, and include a little blurb about the Surgeon General’s Warning. Specifically with children, they can use cartoon characters such as Joe Camel as their mascot. They use Camel Joe as their “logo”, something all companies do, and are able to reach their target audience subliminally, without appearing to be morally unethical.