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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Theoretical Definitions
- Ethics and Business Ethics
- Corporate Social Responsibility and Stakeholder
- Business Ethics and CSR
- Advertising and Advertising Ethics
- Ethical Claims in Advertising
- Truthfulness
- Respect for the Dignity of the Human Person
- Manipulation
- Vulnerable Groups
- Vulnerable Groups in general
- Children as one exemplary vulnerable group
- Presentation of People
- Shocking Images / Shock Advertising
- Privacy
- Social Responsibility
- Culture, Values and Norms
- Wasteful Lifestyles
- Special Requirements and Conditions
- Subsumption
- Practical Examples Analysis
- Conclusion
- Bibliography
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This seminar paper aims to explore ethical considerations within advertising ethics. It analyzes the potential ethical challenges advertisers face while trying to attract audiences and fulfill business objectives.- The ethical dimensions of advertising and its impact on consumers
- Key moral principles in advertising ethics, including truthfulness, dignity, and social responsibility
- The potential for manipulation and ethical dilemmas related to vulnerable groups
- The role of cultural context and values in advertising ethics
- The importance of responsible advertising practices.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter sets the stage by highlighting the significance of advertising in the modern economy. It acknowledges the negative connotations associated with advertising and the challenges advertisers face in capturing attention while navigating ethical considerations.
- Theoretical Definitions: This chapter defines key concepts relevant to the ethical analysis of advertising. It explores definitions of ethics, business ethics, corporate social responsibility, stakeholder theory, and advertising ethics, providing a foundation for understanding the ethical framework.
- Ethical Claims in Advertising: This chapter delves into the core ethical principles that underpin advertising ethics. It examines the importance of truthfulness, respect for the dignity of the human person, and social responsibility. The chapter further explores specific ethical considerations related to manipulation, vulnerable groups, presentation of people, shocking images, and privacy.
Schlüsselwörter (Keywords)
This seminar paper focuses on the ethical dimensions of advertising, emphasizing key concepts such as truthfulness, dignity, social responsibility, manipulation, vulnerable groups, and cultural context. The paper also touches upon the importance of corporate social responsibility and stakeholder theory in understanding ethical practices within advertising.- Quote paper
- Maike Dürk (Author), 2011, Ethical Claims in Advertising, Munich, GRIN Verlag, https://www.grin.com/document/170573
