This research project has explored and critically examined the practice of advertisement and its ethical considerations in Ethiopia particularly the practice in Ethiopian Broadcasting Corporation. A qualitative inquiry approach was employed for answering the investigation queries and to attain objectives of the study. The sample advertisement clips of this study were rhetorically analyzed.
Moreover, four focus group discussions and twelve individual in-depth interviews have been used to further tighten the data obtained from the qualitative content analysis segment of the study and to explore the audiences’ perception towards advertisements. 30 commercials broadcasted in three years period were purposefully selected. The selected commercials were analyzed and interpreted thematically to find out their apparent content. Furthermore, relevant literatures were also reviewed.
The professional practice and the cooperative leadership among stakeholders in the sector were seen critically. The cultural and ethical aspects of the advertisements got analyzed in this study. The extensive literature review on media and advertisement, with universal ethics theory, facilitated the structuring of the research questions, which addressed the ethical issues in the advertising sector.
The moral standard ruling the advertising industry; the ethical guidelines and the proclamation of advertisement with the universal principles of truth, human dignity and social responsibility are clearly stated in this study. In this qualitative inquiry, data were gathered through in depth interviews and focus group discussions. In addition to this, qualitative content analysis was employed. This was done by viewing and reviewing advertisement clips through the eyes of rhetorical criticism. The interview process lasted two months. The analysis of this study has been grouped in to two. These are; the findings of critical analysis by the researcher (done through viewing the advertisement clips) and findings from the focus group discussions and in depth interviews. Findings implied that most of the advertisements analyzed in this study might not favor the social values and norms. Most of the advertisement clips analyzed under this study seem limiting the role and the capacity of women and children. In some advertisements, women are represented as sex objects. [...]
Table of Contents
1. INTRODUCTION
1.1. Background of the Study
1.2. Statement of the Problem
1.3. Objectives of the Study
1.3.1 General Objective
1.3.2 Specific Objectives
1.4. Research Questions
1.5. Significance of the Study
1.6. Scope of the Study
1.7. Limitation of the Study
1.8. Organization of the Study
2. LITERATURE REVIEW
2.1. The Importance of Advertising
2.1.1 Advertising and Information
2.2. Ethics and Ethical Issues in Advertising
2.2.1 Concrete Sets of Criteria for Ethical Advertising in Ethiopia
2.3 Universal Principles as Ethical Theory in Advertising
2.3.1 Truth
2.3.2 Human Dignity
2.3.3 Advertisement and cultural Values
2.4. Women and Advertising
2.4.1 The Sex Appeal
2.4.2 Idealized Image/Representation of Women in Advertisement
2.5. Theoretical Framework
2.5.1 Social Responsibility Theory
2.6. Role of Advertising in Representing Diversified needs
2.7. Harms Caused by Advertising
2.7.1 Materialism and Financial Stress
2.7.2 Harms on Children
2.8. The persuasive techniques in Advertising
2.9. The Regulation of Advertisement
2.9.1 Status of Advertising Regulatory Efforts in Ethiopia (the Proclamation of Advertisement)
2.9.2 Regulation of Advertisement Practices in Ethiopia Broadcasting Corporation
2.9.3 American Association of Advertising Policy
2.9.4 Advertising Regulation – Indian Perspective
3. METHODOLOGY AND DESIGN OF THE STUDY
3.1. RESEARCH METHODS
3.2. Research Procedure and Sampling
3.2.1 Sample Selection, Size and Recruitment of Groups
3.2.2 Focus Group Discussion
3.2.3 In depth Interviews
3.2.4 Research Procedure
4. DATA ANALYSIS, DISCUSSION AND PRESENTATION
4.1. Critical Qualitative Content Analysis of Persuasive Techniques in Advertising
4.2. Rhetorical Analysis of the Selected Advertisements
4.2.1 The Ethos, pathos and Logos (With Regard to Ethical Issues)
4.3. Data Analysis and Presentation (findings from in depth interviews and focus group discussions)
4.4. Importance of Advertisement
4.5. Women Represented in the Advertising
4.6. Advertisements Targeting Children
4.7. Causes of unethical Advertisement
4.8. Impacts of unethical Advertisements
4.9. Treating Diversified Needs in Advertisements
4.10. Cultural Perspectives of the Advertisements
4.11. Persuasive Techniques of the Advertisements
4.12. Professionalism in the Ethiopian Advertisement Sector
4.13. Regulation of the Ethiopian Advertisement Sector
5. CONCLUSION AND RECOMMENDATION
5.1. CONCLUSION
5.2. RECOMMENDATIONS
Research Objectives & Topics
This research project critically examines the ethical considerations and practices within broadcast media advertising in Ethiopia, specifically focusing on the Ethiopian Broadcasting Corporation (EBC). The primary research goal is to evaluate advertising standards against ethical and legal frameworks to determine the impact of current advertising practices on societal values, gender representation, and child protection.
- Ethical standards and regulatory compliance in Ethiopian advertising.
- Representation of women and children in broadcast advertisements.
- Application of rhetorical persuasion techniques (Ethos, Pathos, Logos).
- Impact of advertising on social norms and consumer perception.
- Challenges related to professional practice and industry regulation.
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1.1 BACKGROUND OF THE STUDY
Advertising as a term came from the Latin word ad vertere, which means “to turn the mind toward a product”. The intention here is to turn or direct a person’s mind toward a specific product, service, or idea. In this case, it includes the means (creative processes) or channels of letting a person know about that good or service and persuade the person to use such.
Cheung, L. (2007) defined advertising is a profession in which a body of experts involved in the conceptualization, planning, creating, packaging and placing of advertisements on the media. Advertising: is a form of communication intend to persuade if viewers, readers or listeners to take some action. It is an exciting, dynamic, and challenging enterprise (2007:56).
Advertisement is a powerful means of commercial communication links the supply and demand sides altogether. It plays a vital role in informing consumers about the products and services. Hence, if the advertisement does not fulfill the legal and ethical aspects (like loyalty, truth, and responsibility), it will have negative impact on its audiences.
Advertisement is a way of informing consumers about a given product and service. It is considered to be a bridge connects the audience with the product. Advertising has become a popular means of market communication in Ethiopia. It has been an established fact that advertisement is the main source of revenue for many media organizations. Whereas, great deals of things should be taken in to consideration in the advertisement sector.
Summary of Chapters
1. INTRODUCTION: Provides the foundation for the research by defining advertising and identifying the ethical problems inherent in the EBC's current advertising practices.
2. LITERATURE REVIEW: Examines global and local theories of advertising ethics, the role of culture, and the specific impact of advertising on women and children.
3. METHODOLOGY AND DESIGN OF THE STUDY: Explains the use of qualitative research, rhetorical criticism, focus group discussions, and in-depth interviews to analyze advertising clips.
4. DATA ANALYSIS, DISCUSSION AND PRESENTATION: Details the rhetorical analysis of 20 selected advertisements and synthesizes findings from qualitative discussions regarding the sector.
5. CONCLUSION AND RECOMMENDATION: Summarizes the key findings regarding ethical failures and suggests policy improvements to enhance professional standards.
Keywords
Advertising ethics, Ethiopian Broadcasting Corporation, rhetorical criticism, social responsibility, consumer protection, gender representation, children in advertising, media regulation, persuasive techniques, advertising proclamation, cultural values, materialism, professional practice, broadcast media, advertising impact.
Frequently Asked Questions
What is the core focus of this research?
This research critically evaluates the ethical standards and content of television advertisements broadcast by the Ethiopian Broadcasting Corporation (EBC) between 2015 and 2017.
What are the primary themes discussed in the work?
The work covers themes such as advertising ethics, gender stereotypes, the impact of commercial media on children, regulatory frameworks in Ethiopia, and the use of persuasive rhetorical techniques.
What is the central research question?
The study aims to determine to what extent advertisements aired on EBC respect the ethical values of Ethiopian society and how they influence consumer attitudes and perceptions.
Which scientific methods were employed?
The author utilized a qualitative approach, combining rhetorical criticism to analyze advertisement content with in-depth interviews and focus group discussions to gather professional and public perspectives.
What does the main body of the work cover?
The main body provides a comprehensive literature review, a detailed methodology section, and a critical analysis of specific advertisement campaigns, categorized by persuasive strategies and ethical considerations.
What keywords characterize the study?
Key terms include Advertising ethics, EBC, rhetorical analysis, consumer protection, social responsibility, and cultural values.
How are women typically represented in the analyzed ads?
The analysis indicates that advertisements often represent women in stereotypical roles, such as domestic workers, or objectify them, which the study argues undermines their human dignity.
What is the author's conclusion regarding EBC's regulatory compliance?
The author concludes that EBC frequently fails to adhere to its own editorial policy and the national advertising proclamation, particularly regarding airtime limits and the protection of vulnerable groups like children.
- Citar trabajo
- Alula T. Gebrekidan (Autor), 2017, Critical Analysis of Ethical Issues in Broadcast Media Advertisements. Ethiopian Broadcasting Corporation (EBC) in Focus, Múnich, GRIN Verlag, https://www.grin.com/document/373661
