Term Paper On Ethics In Advertising

Term Paper On Ethics In Advertising-89
Therefore, the aim of the current study is to address this deficiency by determining the general perceptions of ad ethics that the target audience holds.

Therefore, the aim of the current study is to address this deficiency by determining the general perceptions of ad ethics that the target audience holds.

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”.

Given recent calls to develop our understanding of ad ethics in different cultural contexts, and in particular within the Middle East and North Africa (MENA) region, we use Lebanon—the most ethically charged advertising environment within MENA—as an illustrative context for our study.

Results confirm the multi-faceted and pluralistic nature of ad ethics as comprising a number of dimensional themes already salient in the existing literature but in addition, we also find evidence for a bipolar relationship between individual themes.

The purpose of our study therefore is to provide a first illustration of an emic and informant-based derivation of perceived ad ethics.

The authors use multi-dimensional scaling as an approach enabling the emic, or locally derived deconstruction of perceived 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.68) elaborate, “Consumer opinion that a specific advertising practice is unethical or immoral can lead to a number of unwanted outcomes, ranging from consumer indifference toward the advertised product to more serious actions such as boycotts or demands for government regulation”.Therefore, determining consumer perceived ad ethics may shed important insights to guide ad agencies to act in ways commensurate with what consumers perceive as violations of ethical norms.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.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.Indeed, the most established view is that the viewing public should determine the (un)ethicality of ads (Laczniak , p.1) argues, ultimately “the soul of all meaningful advertisements lies in the respect shown to the person for whom that advertisement is designed” and yet a purely viewer- or informant-derived assessment of the underlying structure of ad ethics remains lacking.


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