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	Scott Marshall II444-92-3917ENGL 1213Sec 10402-01-99Advertising Rules Mr. Royko's decision not to endorse the Mexican restaurants is solid because he is following his own beliefs and ethics. People should make their own decisions of a product. Also, if he did endorse the restaurant by eating the taco he would be being dishonest to the viewers of the commercial. In his decision to not endorse the restaurant, Mr. Royko is following his own moral ethics. Often people watch television commercials and see products being endorsed by celebrities such as Shaquile O’neal endorsing Taco Bell. The viewers are lead to believe that the famous support these products and that by buying them will make them a popular person too. Often the celebrities that endorse products only do so for the money and do not stand behind them with any guarantees or actually using the product themselves. In a basic sense, the celebrities are lying to the people that they are trying to sell the product to. When television viewers see Shaquile O’neal biting into a taco, they are lead to believe that he eats there and likes the food. This advertisement also leads the viewers to think that if a superstar like him eats there that the food must be good and so they decide to go there based on the thought the Shaquile O’neal might think that the food is good even though he never says so. The thought never comes to mind that maybe they should talk to someone that has eaten there and ask them how the food tasted or if they wold recommend going there. In Mr. Mike Royko’s case he does not wish to endorse the Mexican restaurant chain because he does not like Mexican food and also does not want to imply to the television audience that he is recommending it to them. He would rather not do the restaurant commercial and not make the money than to do it and give a false impression to the audience of the commercial. People should rely on their own standards to make the choice about a product and not the image of someone else that does not have the same taste or desires that he or she does. When thinking about advertising a product, people should also think about their own moral beliefs and ethics. The product should be something that they would be willing to back and support without having any reservations about it. Word Count: 411

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