Term Paper On Ethics In Advertising

Term Paper On Ethics In Advertising-66
First, what can a locally derived, or an emic-based approach uncover in relation to what constitutes perceived ad ethics?Second, how can this informant-based derivation of ad ethics inform our understanding of the multi-faceted and pluralistic nature of ad ethics?The case for using Lebanon as an illustrative context is elaborated.

First, what can a locally derived, or an emic-based approach uncover in relation to what constitutes perceived ad ethics?Second, how can this informant-based derivation of ad ethics inform our understanding of the multi-faceted and pluralistic nature of ad ethics?The case for using Lebanon as an illustrative context is elaborated.

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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.

Finally, managerial implications, avenues for future research and limitations of the study are reviewed.

At its most fundamental level, ethics is often understood as a reference to “just or ‘right’ standards of behaviour between parties in a situation, based on individual moral philosophies” (Bush and Bush , p. By extension, advertising ethics tends to focus on “what is right or wrong in the conduct of the advertising function, and concerns questions of what ought to be done, not just what legally must be done” (Cunningham ) summarised, using extant literature at the time and interviews with advertising academics, the “primary topics” of consumer-based ad ethics inquiry.

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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.

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