Term Paper On Ethics In Advertising

Term Paper On Ethics In Advertising-58
Contact us if you experience any difficulty logging in.Whilst considerable research exists on determining consumer responses to pre-determined statements within numerous ad ethics contexts, our understanding of consumer thoughts regarding ad ethics in general remains lacking.Although numerous studies have investigated consumer responses towards specific contexts in ad ethics and various public polls of attitudes towards advertising consistently find advertisers as one of the least ethical professions (Richards ), we know of no study, which derives the general perceptions of consumers towards ad ethics.

Contact us if you experience any difficulty logging in.Whilst considerable research exists on determining consumer responses to pre-determined statements within numerous ad ethics contexts, our understanding of consumer thoughts regarding ad ethics in general remains lacking.Although numerous studies have investigated consumer responses towards specific contexts in ad ethics and various public polls of attitudes towards advertising consistently find advertisers as one of the least ethical professions (Richards ), we know of no study, which derives the general perceptions of consumers towards ad ethics.

However and despite the centrality of consumers in this discussion, we suggest that their views do not surface sufficiently in the derivation of what constitutes “ad ethics”, and yet as Ringold (, p.

335) noted “individual consumers (not advertisers, not those who create and disseminate advertising, not the government) should be the final arbiters of what constitutes acceptable advertising practice”.

These primary topics were classified as (1) deception in ads, (2) advertising to children, (3), tobacco advertising, (4) alcohol ads, (5), negative political ads, (6) racial and (7) sexual stereotyping.

The versatility of this typology is reflected in the fact that it “still provides researchers with the most rigorous and pragmatic agenda for exploring ethics in advertising” (Shabbir and Thwaites ) primary topic areas, our knowledge of what constitutes ad ethics purely from a consumer’s perspective remains much more limited.

The remainder of this study is structured as follows.

First, the lack of a general ad ethics perspective is derived from an overview of the extant literature.Second, a rationale is developed for an informant and emic-based approach.Next, we discuss the methodological approach selected, multi-dimensional scaling (MDS) as enabling unprompted or free elicitation of word associations linked to ad ethics, and therefore consistent with an informant and emic-based perspective.A Lebanese public perspective is used as an illustrative context for our study, thus addressing a second related gap, or the lack of understanding of ad ethics from different cultural perspectives. An audience-based derivation of ad ethics from the target cultural perspective could therefore reveal the unique combination of ethical characteristics associated with ads, effectively giving rise to a culture’s “fingerprint” of perceived ad ethics. Moreover, since ethics is based on moral philosophies which fluctuate with individual judgement, “there is no such thing as a right/wrong or ethical/unethical ad, there are only latitudes [or boundaries] of ethicality” (Bush and Bush , p. The purpose of this article therefore is not to explore the philosophical discussions surrounding the rightness or wrongness of perceptions towards ads, but instead to determine the pattern of consumer thoughts in relation to ad ethics.As Drumwright and Kamal () and by default, perceived ad ethics is also bound by a cultural dilemma since the target audience’s “culture filters our perceptions of what constitutes good or responsible consumption” (Belk et al. It is important to note from the onset that whilst previous studies have used the controversial nature of ads as a proxy for their unethical content (e.g. As such, we provide advertisers with a means to determine the “boundaries or latitudes of ethicality” (Bush and Bush ) so that advertisers can become more aware of the parameters used by their target audiences to evaluate the (un) ethical content of their ads.Access to society journal content varies across our titles.If you have access to a journal via a society or association membership, please browse to your society journal, select an article to view, and follow the instructions in this box.The specific pattern of inductively derived relationships is culturally bound.Implications of the findings are discussed, followed by limitations of the study and recommendations for further research.) to describe ad ethics as the “ultimate oxymoron”.As a result, our understanding of the relationship between different audience derived ethical domains is also lacking.Compounding the aforementioned gap in knowledge is the notable absence of exploring ad ethics from different cultural perspectives beyond Western markets (Drumwright and Kamal , p.

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