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Advertising Ethics

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Advertising Ethics

Dittrich, Liz Ph.D. “About-face Facts on the Media”. About Face. 1996-2004.

This article talks about how advertising promotes the cultures current for body shape and site and the importance of beauty. It talks about women’s magazines and how they include so many adds for weight loss and how many girls own Barbie dolls. The piece also talks about how all of these adds effect people and to what extent they effect people. The author of this piece is the director of Research and Outreach for About- Face and has a doctorate in Clinical Psychology. Based on those facts alone I feel that this piece is very credible and contains truthful information. Limitations of this piece include only having one side and not pertaining specifically to ethics in advertising. I will be able to utilize this piece mostly because it contains a lot of statistics and good information to help me in the angle I am going to take on how ethics in advertising affect women. This piece is very different from all of my sources because it does not pertain quite so directly to the topic I am writing on. (190)

Heller, Lleland Dr. “Advertising, Children, and Ethics.” Professional Articles. 1990
http://www.drheller.com/april01.html

This article talks about psychologists helping advertising companies to help the create effective advertisements that target children. The article asks if this is ethical. Psychologists also help these companies create educational toy advertisements, anti-drug advertisements, “don’t drink and drive” advertisements, etc. So the article asks if you can really separate out all of the situations and make a statement that includes all of them. The main issue the article talks about is that people feel as though psychologists own that information and can use it as they please but that that is not the case at all. The article says that ultimately parents should be trained and able to say no because after all it is there responsibility. This piece is written by a doctor who seems to be well-know and who has treated a lot of patients. Dr. Leland Heller is the author of 2 books, specializes in treating the borderline personality disorder and has treated over 3000 people with this disorder. The intended audience of this piece is people who are accusing psychologist of using there knowledge unethically by giving it to advertisement companies and others who may be interested in the topic. Limitations of this piece are that it is not very long and does not provide a lot of factual information so it may be difficult for me to obtain facts to back up my argument. I will be able to use this article for my argument paper because it gives a specific issue that I can refer to when talking about my topic. It also argues an opposing side to my argument which I can use as information when arguing my side. This article is different form “Advertising Law and Ethics” in that it is much more specific and a little more personal. (298)
James, E. Lincoln, Pratt, Cornelius B. “A Factor Analysis of Advertising
Practitioners' Perceptions of Advertising Ethics.” Journal of Mass Media Ethics. 1994.

This article talks about the perception of advertising ethics among 460 members of the American Advertising Federation. Areas that are talked about are analysis of members' perceptions, Agencies' standards, Active public responsibility, Advertising claims, Agencies' social responsibility, Best predictor of the application of deontological ethics to troublesome situations in advertising. From January through August 1999, Cornelius B. Pratt was on a Fulbright teaching assignment in the Department of Mass Communication at the University of Zambia (UNZA) in southern Africa. The intended audience of this piece is students and professors as well as others interested in the topic. Limitations of this piece include the fact that the article is bias due to the fact that is based on perceptions also, that it may not be a strong back up for my argument. I can utilize this source for my paper because I will be able to see the perceptions of people directly in the business and understand their sides. This is very different from my other two sources but similar to “Advertising, Children, and Ethics” because it gives me information on the opposing side of my argument. (206)
Jefkins, Frank William. Advertising. London: Financial Times Management, 2000.

This book is all about advertising and all of the components connected with advertising. It contains all components such as advertising and the marketing function, the advertising department, types of advertising, the advertising agency, advertising media, sales promotion, sponsorship, direct mail and direct response, exhibitions copywriting layout and typography, printing processes, public relations, corporate advertising, corporate identity, advertising research, law and ethics of advertising, planning and executing an advertising campaign, the advertiser and the internet. This information is very credible because it is in a published book. The limitation of this piece is that it does not include information about advertising ethics. The intended audience for this piece is anyone researching and wondering about advertising. I will be able to utilize this piece by using information about advertising to give background and base information on my topic. Also, knowing about advertising will help strengthen my argument in advertising ethics. This piece is different from all of my other sources because it does not include anything about ethics. (177)

Merrill, John C. Ethics and The Press. Canada: Hastings House Inc., 1975.
This book talks about all types of media and advertising and the ethics that go along with them. The book includes information on forms of media like television, journalism, broadcasting, etc. The book starts out with history of the media and goes on with all sorts of different articles, stories and facts about the media and ethics. Also, the book talks about corrupt people in the media. The most important points made in this book are about how fair television should be and broadcasting freedom. This book contains a lot of different pieces written by different writers. I cannot decide if all of the information in all of the pieces are credible but a lot are written by well know Ph.D.s and writers. The intended audience is all of those involved or interested in the media. A limitation of this piece is that it includes mostly information about journalism but not so much about advertising. I will utilize this piece by comparing the media with advertisements and explain how they are both unethical. This piece is similar to a couple of others like Deciding What We Watch because it talks a lot about journalism and media. It is different from my other sources for the very same reason. (208)

Richards, Jef I. “Advertising Law and Ethics.” About. 29 Nov. 2000
<http://advertising.about.com/gi/dynamic/offsite.htm>.

This article “Advertising Law and Ethics” talks all about advertising and the issues that go along with it. The article talks about current issues with advertising and the ethics that go along with advertising. It talks about the first amendment and its part in advertising. The article includes information on deception in advertising as well as information about unfairness in advertising. Lastly the article includes information on all types of advertising and the issues that go along with the different types such as subliminal appeals, tobacco and alcohol, children, privacy, trademark and copyrighting, sweepstakes, and political and telemarketing.

This piece includes and bibliography as well as many links to other areas where information can be found. This article was put together by the advertising department at the University of Texas at Austin and written by Jef I. Richards, who is a Professor at the university with a Ph.D. in Mass Communications. This program has a great reputation and is one of the top programs in the country and a five minute story on the program was aired on Media TV. The intended audience of this piece is all people who are interested in finding out about or researching advertising ethics but do not have a great deal of background knowledge on the topic. Some limitations of this piece may be that it may have some bias in it which would affect the information received form the article. This article includes a lot of useful information and facts that could help back up my argument as well as inform me on the opposing argument so that I may successfully rebut that argument. (285)




Rubak, Josh. “Ethics in Advertising”. Rubak.Com. August 7, 2001.
http://www.rubak.com/article.cfm?ID=13.

This article talks about illegal advertising methods. First it talks about the bait and switch method where companies advertise one product at a great deal but when the customer arrives at the store and finds out they are all sold out and the is sold a lower quality item at the same price. The article also uses the example of pornography advertisement online. Pornography site advertise free picture and videos then the customer clicks on these links going through many links until they return to what they were originally looking for and are asked for a credit card number. This article also talks about where to dram the line in advertising. He talks about things such as stealing ad space, defacing property, gambling with people’s honor, etc. This piece is written by a man named Josh Rubak. I am not sure who he is but he seems to be well known and a business man. I think that this piece is very credible. The intended audience is most people, anyone who would be interested in reading the article. The article is straight forward and easy for almost anyone to read. A limitation of this piece could be lack of an opposing argument to strengthen the source. I can utilize this piece by using the specific information it provides about illegal actions companies use to advertise. This text is different from all of my others because it provides me with specific examples of ways that are used to unethically and illegally advertise. (251)
Shaw, Collin. Deciding What We Watch. New York: Oxford University Press, 1999.

This book has information about the definition of taste, decency, and media ethic in the UK and the USA. He talks about the different ways the countries view these different concepts. The book talks about the meaning of regulation in the different countries. This book also brings in the case of children and how sex has changes since the sixties in advertisement. Also, this book includes information and ideas about news and reality programs and privacy along with language. This book is written by Colin Shaw, a former broadcasting executive for BBC and Independent Broadcasting Authority and has taught and the University of Pennsylvania. He has great access to information that would make his book credible. A limitation of this piece is that it does do not have any information on certain ethics of advertising. The intended audience for this book is probably people at college level and above. I plan to utilize this source by being able to compare the US advertising ethics with the UK in order to back up my argument. This source is similar to a couple of my other sources because it offers definitions and pertaining to advertising ethics but is different because it compares one nation’s ethics with another’s. (205)
Author unknown. “Direct-to-consumer advertising must be banned as part of FDA reform”. NewsTraget.com. 2005. http://www.newstarget.com/003204.html
This article talks about if it is right or not that companies are aloud to advertise prescription drugs. It says that it is not right for companies to advertise them because people who do not actually need them are asking their doctors for them. The companies claim that they are just educating consumers on these prescription drugs. But the author says that this cannot be true. The article points out that people who take prescription drugs aren’t healthier in the long run and so it should not be advertised to those who do not need them. The article says “as government employees, they should be held to a higher standard of ethics and protecting the sanctity of human life, because they hold substantial power over that life.” To make a point that, not only do the companies have the responsibility, but so does the government. The authority/author of this piece is unknown but it is on a credible news network. The intended audience is those who keep up with the news. A limitation of the piece is that it is not very specific to my topic. Although it is not specific to my piece, I will be able to utilize quotes and good information to back up portions of my argument. This text is mostly different from all of my other sources.



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