But what happens if the developed advertising campaign perfectly attracts the aimed target group but coincidentally discriminates a vulnerable group? Is it fine to make jokes based on elderly, printed on flyers which are thrown in every mailbox in the country? How should advertisers behave?
This paper is going to examine some ethical claims and causes for thought in advertising ethics. It aims to assist advertisers in trying to behave as ethically as possible while struggling through the jungle of audience demands.
In the first part some necessary theoretical definitions will be given. In the second and main part the ethical claims are described, subdivided in three key moral principles: Truthfulness, Dignity and Social Responsibility. In the last section an exemplary advertisement will be analyzed in order to show the work of seemingly ethics-unconscious advertisers.
Table of Content
1 Introduction
2 Theoretical Definitions
2.1 Ethics and Business Ethics
2.2 Corporate Social Responsibility and Stakeholder
2.3 Business Ethics and CSR
2.4 Advertising and Advertising Ethics
3 Ethical Claims in Advertising
3.1 Truthfulness
3.2 Respect for the Dignity of the Human Person
3.2.1 Manipulation
3.2.2 Vulnerable Groups
3.2.2.1 Vulnerable Groups in general
3.2.2.2 Children as one exemplary vulnerable group
3.2.3 Presentation of People
3.2.4 Shocking Images / Shock Advertising
3.2.5 Privacy
3.3 Social Responsibility
3.3.1 Culture, Values and Norms
3.3.2 Wasteful Lifestyles
3.3.3 Special Requirements and Conditions
3.4 Subsumption
4 Practical Examples Analysis
5 Conclusion
Bibliography
- Citation du texte
- Maike Dürk (Auteur), 2011, Ethical Claims in Advertising, Munich, GRIN Verlag, https://www.grin.com/document/170573
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