This book provides students and practitioners with a comprehensive overview of the rules and principles associated with ethical advertising practices. With extensive research, and a variety of case studies, and expert opinions, it discusses why advertising ethics is important both to the consumer and the professional.
The author presents the rules of ethical conduct recommended by the Institute for Advertising Ethics and demonstrates how these are applied in practice, examining why ethics is important; what the ethical dilemmas the industry faces are; and how to motivate better practices among professionals. The book uses real life stories of "native advertising," marketing to children, and diversity in advertising to show how professionals can be inspired to "do the right thing" for consumers and their companies. Readers will learn how they can solve ethical dilemmas to their personal satisfaction in the competitive work environment.
This balanced perspective to the ethical issues that arise in the advertising industry is sure to resonate with students of advertising and marketing.
Wally Snyder serves as Distinguished Visiting Professor at the University of Missouri, Professor and Senior Advisor for Advertising Ethics at Michigan State University, and Chair of the National Advertising Review Board, USA.
Preface Jef I. Richards Introduction 1. The Business and Personal Cases for Enhanced Ad Ethics 2. "Do the Right Thing" for Consumers; The Law and Rising Above It 3. Advertise to Children Fairly and Appropriately 4. "Native Advertising" - Transparency of Advertising Content 5. Behavioral Advertising - Protecting Consumer Privacy 6. The Ethics of Multicultural Advertising and Diversity 7. Ethical Dilemmas We Face in Our Business Transactions 8. Inspiring and Achieving Enhanced Advertising Ethics Notes Index