Ethics in Advertising Making the case for doing the right thing [Paperback]

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.

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

A timely, seminal work on ethical responsibility for a post-digital world. This valuable guide could only come from a persol£5