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Fischer, James Karl. "Professional sacrifice : architects, ethics and advertising." Thesis, Open University, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.411258.
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Spangenberg, Lizette. "An exploration of the ethics of scam advertising and advertising awards shows in South Africa." Diss., University of Pretoria, 2015. http://hdl.handle.net/2263/53467.
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This research project has explored selected ethical issues raised by scam advertising in the
South African advertising industry, as well as in relation to a wider discourse on advertising
awards. In Chapter One the aims of the study were introduced, and some background
information on the practice was provided. A literature review was also performed on previous
research that has been conducted on this subject. It was discovered that very little of this sort of
research has been done, and none of it has been done in a South African context.
Chapter Two focused on the phenomenon of scam advertising in order to gain a better
understanding of the practice thereof. Advertising agencies rely on creative rankings in order to
get onto long and shortlists to pitch to new clients and thus gain new clients and new business.
This fulfils the first research objective: to understand how advertising creatives attract new
business and clients, and how this has changed over the years. The second research objective is
to examine how this shift in attracting clients has caused scam advertising to come about. One
finds that the only way to better one's creative ranking is to win more awards at both local and
international awards shows. However, once agencies are appointed by a new client, the client
rarely allows them to work at a creative level sufficient to win more awards, thus agencies and
creatives turn to scam advertising in order to fulfil this need.
At this point it can easily start to appear that advertising awards shows only exist to fuel this
need for creative rankings, and may therefore even unintentionally encourage scam advertising.
Awards shows fulfil important roles in the industry: they serve as inspiration for creatives, and
allow for an official ranking by an independent authority. There are many critiques against
advertising awards shows as well, however, and Raszl (2009) points out a few areas that he
believes needs to be reformed: not taking the effectiveness of a campaign into consideration
when judging, not being strict enough against scam advertising, the high cost of entry into
awards shows, and that awards shows should not only exist to reward creatives. Adding onto
this, Goodwin (2015) also proposes that awards shows should include new categories, such as
"Biggest Failure", "Performance Marketing", "Experience Design", and "Best Business
Solution". In order to combat the trend of scam advertising, advertising awards shows have
implemented increasingly stringent rules. There is no consensus in the industry or among
creatives as to what constitutes scam advertising, however, which leaves one unable to form
a clear definition of scam advertising. But by combining the different rules from advertising
awards shows, one is able to list different characteristics that may deem advertising as scam
advertising by some:
1. advertising that was created and/or entered without the client s consent,
2. advertising that was created for a fake client,
3. and advertising that was never aired, flighted, published or launched. 4. advertising that was only flighted once or executed in accordance with minimum airing
or publishing requirements,
5. advertising that was created for the sole purpose of entering it into awards,
6. advertising created without a genuine brief from a client, and/or
7. advertising paid for by the advertising agency itself.
As has been mentioned, not all of these rules hold for all of the awards shows, however: what is
considered acceptable by one awards show, may be regarded as scam advertising by another.
Therefore eligibility for entry into an awards show is separate from an advertisement's
perceived status as scam advertising by some. This fulfils the third research objective: to
explore the role of advertising awards shows and their rules, and to formulate a description of
scam advertising to be used in this dissertation.
Scam advertising also holds many benefits and disadvantages for both creatives and advertising
agencies. This is explored by looking at an example of scam advertising that was exposed at the
2013 Loerie Awards MetropolitanRepublic' Project Uganda which was executed for MTN
Uganda. Through examining this example it was discovered that agencies that get caught out for
scam advertising can face the following consequences:
1. The agency's reputation can be harmed.
2. The agency can be reprimanded by official bodies, such as the Loerie Awards or the
ACA.
3. The agency can lose the client that they created scam advertising on behalf of.
4. The agency can lose other clients that do not want to be affiliated with an agency
that creates scam advertising.
5. Damage can be incurred to the brand of the client for whom the scam advertising
was created.
When looking at possible benefits for an agency that enters scam advertising and does not get
caught, the following can occur:
1. The agency can win creativity awards which would mean:
a. receiving a higher creative ranking and
b. reassurance for existing clients that they're in safe hands.
2. The agency can win new clients.
3. The agency can draw in creatives that want to work there.
4. The agency can receive exposure due to their work.
5. The agency can gauge the quality of their work against their peers'.
6. Clients may be encouraged to take more risks and trust the creative process.
By looking at all of the different benefits and disadvantages that creatives face from creating
scam advertising, one finds the following:
1. Creatives can gain recognition, respect and acknowledgement from their peers.
2. Creatives can be promoted.Dissertation (MA)--University of Pretoria, 2015.
Visual Arts
MA
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Chini, Farrah. "Direct-To-Consumer Advertising of Prescription Drugs : An Ethical Assessment." Thesis, Linköpings universitet, Centrum för tillämpad etik, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-70014.
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Direct-to-Consumer Advertising (DTCA) of prescription drugs has been a consistent controversial topic extensively debated in scholarly work by many authors. This thesis compares the arguments made by the proponents and opponents of this debate and comes to a conclusion that there is less justification in claims that DTCA benefits society. The thesis goes further in assessing the benefits from normative ethical principles, including using Rawls difference principle as a guide, to evaluate which side of the debate conforms more logically along the teachings of ethical philosophy. At the end it is apparent that the least advantaged members of society do not benefit from this aggressive marketing strategy. It concludes that the pharmaceutical industry makes exaggerated claims of providing the public increased autonomy when, in reality, it is trying to further its own cause of making huge profits for its shareholders. This thesis also reaches the conclusion that the industry uses patients as a means to achieve its own end, that end being unreasonable levels of profit.
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Ostroff, Percy. "The law of deceptive advertising and "The methods of ethics" : an exposition." Thesis, McGill University, 1987. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=64071.
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Fuller, Jack. "Desire and the ethics of adverstising." Thesis, University of Oxford, 2016. https://ora.ox.ac.uk/objects/uuid:fbf15b78-2712-4c2d-a07a-fcdce4799425.
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The aim of this thesis is to examine advertising from the point of view of Christian ethics: how it works, what is wrong with it and how it might go right as a practice. It argues that much existing criticism of advertising is justified, but that its power to create desire might be turned towards serving the good of the education of desire, leading us towards, or strengthening, a love of God, and helping us relate to products and services based on this love. This is significant because learning to desire well is central to living a Christian life, and because advertising influences how many people desire today. In contrast to authors who simply criticise advertising, often as part of a general critique of consumer culture, this thesis offers a constructive and detailed examination of the practice itself, looking at how its techniques work and how they might be reformed into an 'art of advertising'. In making this argument the thesis draws primarily on Augustine, in addition to Plato, and modern critics of advertising. First, it describes desire, before examining how advertisements create desire, followed by an assessment of existing criticisms of this process. It then develops an account of the education of desire, identifying what an art of advertising should aim to achieve, before examining the techniques by which an advertisement might achieve this. The argument is intended to contribute to a project within Christian ethics of critiquing advertising, and presenting a workable ethical vision for the future of the industry.
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Veselková, Martina. "Ethics in Advertising. The Comparison of Czech Republic and Foreign Countries." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-77030.
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This thesis deals with the ethics approaches in advertising in different countries. First of all I describe the culture influence to the ethical values in the countries which need to be respected in the advertising appeal selection especially in the international advertising. In order to identify the concrete ethical values and attitudes in particular countries, the legal regulations and self-regulatiuons rules in advertising were analyzed. Furthermore, I choosed the unethical ads in particular countries and explained that approach through the theory of Hofstede's Cultural Dimension Model. The conclusions of such ethical analysis could be used in the international advertising. For this cross-country ethical comparison was chosen Czech Republic, China, India and Great Britain.
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Moser, Ann Wiley. "The impact of lawyer advertising on the public's image of the law profession." Thesis, Georgia Institute of Technology, 1996. http://hdl.handle.net/1853/30528.
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Smallwood, Chelsea D. "Native advertising: Power, responsibility and risk." Thesis, Queensland University of Technology, 2018. https://eprints.qut.edu.au/122568/1/Chelsea_Smallwood_Thesis.pdf.
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Native advertising has the ability to integrate brand messages into content which is relevant and interesting to consumers and as such it has become an important element of digital marketing. However, Native Advertising has also attracted criticism for potentially being misleading, deceptive and difficult to regulate. Using the Power-Responsibility Equilibrium theory this study examines native advertising from a stakeholders' perspective by investigating ethical, regulatory and risk considerations. The findings indicate there are differing levels of power and responsibility when developing native advertising content and that risk is a contributing factor in balancing or disrupting the balance of power and responsibility.
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Longaray, Kovalchuk Enrique Vladimir. "El impacto del scam advertising social de Cannes Awards en la ética publicitaria." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653089.
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El presente artículo analiza las campañas sociales que se han valido de anuncios falsos (scam ads) con el propósito de ganar premios. Identificaremos si los premios de la industria publicitaria están fomentando una cultura de publicidad social antiética y cómo lo están haciendo. Para ello se realizará un análisis cualitativo de una campaña social reciente ganadora de premios en Cannes Lions que fue identificada como scam ad. El caso es “A Love Song Written By a Murderer” de la agencia Circus GREY (Perú, 2017). Esta campaña será analizada desde el enfoque de la ética. Esto se debe a que consideramos que el scam advertising genera un debate ético sobre la pertinencia de estas prácticas en la industria publicitaria y sus premiaciones en festivales como Cannes Lions a lo largo de los años. En ese sentido, utilizaremos las posturas del utilitarismo ético, la deontología Kantiana, y la ética publicitaria. A su vez, el análisis será complementado con entrevistas a publicistas con experiencia en el campo de la publicidad social.This paper is focused on analyzing social campaigns that used fake ads (scam ads) with the purpose of winning awards. We will identify if the festival awards of the advertising industry are encouraging a culture of anti-ethic social advertising and how are they doing it. Because of that, we are going to do a qualitative analysis of a recent social campaign that won in Cannes Lions and was identified as a scam ad. The selected campaign is “A Love Song Written By a Murderer” by Circus GREY (Peru, 2017). This campaign will be analyzed from the perspective of ethics. The reason of that is because scam advertising represents a problem that generates an ethic debate about la pertinence of this practices in the advertising industry and it´s festival awards like Cannes Lions. Because of that, we are going to use the ethic utilitarianism, the ethic deontology (specifically Kant´s deontology) and the advertising ethics. In addition, we´re going to complement the analysis by interviewing publicists that are experienced in the field of social advertising.
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Heselius, Tobias, and Harrison Felix Gross. "Kommentera och sprid. : En kvalitativ studie i reklamproducenters syn på viral reklam i Sverige." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20480.
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The purpose of this study has been to examine a few Swedish advertisment producers opinions on the subject of viral advertising and especially the ethical aspects of hidden viral advertising. The specified purpose of this paper is to: To clarify the underlying reasons for the use of viral advertising. To clarify the advertising producers ethical views on hidden viral advertising. The essay is based on a qualitive research metod of an abductive nature where the empirical data is derived from interviews with three advertisment producers. Through a stratified selection method we contacted agencies that in one way or another uses digital solutions as an advertisment method. All interviews were conducted via the digital chat room Skype, one of the interviews were conducted with both picture and sound and the other two with audio-only. The following points are the essential conclusions of our study: Hidden viral advertising is seen as a rare promotional method in Sweden today, however, the viral-spread effect is more commonly used. The economic factors together with the spreading capacity of the viral advertising is contributing to one of the biggest reasons behind the use of viral advertising. In addition to these, viral advertising is seen as an effective way to stand out from traditional advertising. Viral advertising where the sender is hidden or unclear is always seen as unethical. It is not seen as unethical to spread advertisements through social media as long as the sender is apparent. To produce viral advertising with the intent of generating effective spread is seen as ethically acceptable as long as the sender is apparent. The openness of the Internet creates an opportunity for the consumer to criticice questionable advertising unimpeded, this means that hidden viral advertisment is not seen as a sustainable approach in the long run.
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Arsova, Pavlina. "Alcohol advertising : A Minor Field Study in Cape Town." Thesis, Högskolan Dalarna, Bildproduktion, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:du-27952.
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The purpose of this study was to examine marketers view of alcohol advertising. Focus have been on its potential effect on the society, moral aspects and its relation to sustainability, identity, gender and celebrities. The method used was semi-structured interviews with eight marketers at three advertise agencies/production companies in Cape Town who have working experience of alcohol advertising and this have been analysed in relation to impact and identity theories as well as ethics. The result showed that majority of the marketers did not believe alcohol advertising increase alcohol consumption nor lead to alcohol abuse but rather create brand awareness and competition between brands. Their perception was also that alcohol brands are connected to identity in South Africa and that using celebrities in alcohol advertising could be highly effecting when using the right celebrity. One conclusion is that the participants did not suffer from moral myopia since they were fully aware of what harm alcohol could have on the society. Regarding moral discussion at work was it some of the marketers that did not talk about ethical issues which could be a sign of moral muteness but it is really hard to draw any conclusion about it after a short interview.Bild
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Knoesen, Brent Claud. "Influence of pharmaceutical advertising on consumers: an exploratory descriptive study." Thesis, Nelson Mandela Metropolitan University, 2007. http://hdl.handle.net/10948/658.
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Pharmaceutical advertising involves the advertising of medicines, medical devices, and healthcare services. A review of available international literature indicates the belief that pharmaceutical advertisements negatively affect healthcare decisions made by consumers. Very little research has been conducted to determine how consumers in South Africa (SA) are affected by pharmaceutical advertisements. This study aimed to determine how consumers in the Nelson Mandela Metropole (NMM) perceive pharmaceutical advertisements. More specific objectives included the investigation of legislation in SA employed in pharmaceutical advertisements, the interpretation and misinterpretation of the advertisements, and the identification of problematic areas in this form of advertising. South African legislation applied to pharmaceutical advertisements was investigated by means of a literature review. A qualitative research design was also used to achieve the aim and objectives. This included a focus group consisting of six randomly selected participants in the NMM. A consumer survey, consisting of a 100 consumers obtained from 10 randomly selected community pharmacies within the NMM, supported the findings of the qualitative techniques. The themes identified in the focus group were incorporated into a questionnaire used in the consumer survey. Three randomly selected pharmaceutical advertisements were also decoded to interpret the components employed in each. The results determined that pharmaceutical advertising is a marketing tool that incorporates various emotional and psychological techniques to persuade consumers. It was also evident that consumers can misinterpret pharmaceutical advertisements. Various legal and ethical problems were identified in pharmaceutical advertisements. These results showed that pharmaceutical advertisements have the possibility of negatively affecting consumers’ healthcare decisions and warrants further investigation.
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Mihályová, Jana. "Etika v reklamě." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221800.
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The main goal of this thesis is to determine university students’ attitudes towards ethics of advertising in the Czech Republic. In order to attain this goal, an empiric survey will be conducted among students by means of questionnaire inquiring. The theoretic part of the thesis deals generally with the concepts of ethics and advertising and their position and importance in the Czech Republic, the following part then provides examples of unethical advertisements from the Czech and foreign practices. The result of inquiring will be the establishment of the rate of tolerance or non-tolerance of respondents towards ethics of advertising in the Czech Republic and their subsequent formulation in the form of recommendations for involved groups. The thesis and its results will be submitted to the advertising agency and graphical studio GAD STUDIO s.r.o. with its registered seat in Brno. Its results will also be provided as feedback to the Czech Advertising Standards Council.
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Kovandová, Tereza. "Etika v reklamě." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-162766.
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The aim of this thesis is to analyze the importance of ethics in advertising in contemporary society, on the basis of this information suggest approaches to improve observance of ethical principles in advertising and eliminate the spread of unethical advertisements and simultaneously outline arrangements in the case of potential and already existing conflicts of ethics and advertising. The thesis is divided into two major parts. The theoretical part provides key information concerning the subject ethics in advertising and advertising regulation. The practical part consists of examples of unethical advertising, evaluation of the questionnaire survey and it is supplemented with results of a survey MML -- TGI. The conclusion of the thesis presents a summary and evaluation of the finding results and provides marketing recommendations.
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Abapo, Lorivie. "The Authentic Self and Advertising : The Effects Advertising has on the Formation of the Authentic Self." UNF Digital Commons, 2012. https://digitalcommons.unf.edu/etd/392.
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In a world bombarded with advertisements, it may be difficult for the development of an authentic self. Authenticity is a mode of existence in which there is ownership in the sense of self, while at the same time being able to present this sense of self to others. To be authentic is to act and live in a way that expresses a genuine concern for the self in which projects and goals pursued. The sense of self is the feeling of genuineness of the self and representing this self requires actions that correlate to these feelings. Advertisements act as communication to the public in an attempt to persuade people to purchase products. The tactics that advertising agencies use cause people and society to internalize these messages, in effect, influencing the way people experience the world. Thus, advertising can have a harmful effect on an individual by hindering the development of an authentic self. I will first explain the concept of authenticity, following a discussion of how people organize experience by means of George Mead’s concept of the ‘I’ and the ‘me.’ I will then provide a description of Martin Heidegger’s account on authenticity in juxtaposition with Sartre’s contrasting forms of inauthenticity by means of bad faith. Finally, I will discuss the damaging effects that advertising has to authenticity, and suggest ways to successfully exist in a world full of these advertisements.
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Zniszczolová, Eva. "Podnikatelská etika ve firmě RENGL, s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222016.
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Master’s thesis is concerned with ethics of company RENGL, s.r.o. Through the use of list of questions I ascertained opinions of customers of ethics of services and employees and also opinions of ethics of posters.
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Larsson, Ylva. "Skaparens dilemma : En deskriptiv studie om moralproduktionen på svenska reklambyråer." Doctoral thesis, Karlstads universitet, Centrum för tjänsteforskning, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-2190.
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Advertising, as an industry, reflects contemporary values whilst creating new symbols and changing both behaviour and public opinion. In the last hundred years, advertising has pervaded most areas of life, and spaces that are commer-cial free are becoming rare. The aim of this dissertation is to explore and map various social objects that create the perception of morality that exists within an advertising agency. The approach can be described as qualitative, descriptive, analytical and constructionist. The study belongs within a research field that borders on business economics/business ethics and philosophy/descriptive eth-ics. Fundamental to my study is the exploration of stories told by different key advertising practitioners. Using a symbolic interactionist approach I iden-tify important meaning carriers that together create and identify the social object “morality”. The empirical material is based on a total of 36 inter-views conducted 1998-2000 with advertising practitioners from 15 Swedish advertising agencies. In addition to the interviews, an observational study was conducted for eight months in 1998 along with a literature study. In my analysis two related areas for morality emerged; one area focusing mo-rality related to clients/consumers, and one area focusing morality within the agency/branch. Two models illustrating the results were constructed. Ethics, economics and aesthetics often find themselves on opposing sides in various situations and at different levels in the work process at the agency. The need for profit gives precedence to the economic aspect mak-ing it superior to the other two aspects, ethics and aesthetics. However, advertising practitioners that prioritise the aesthetic aspects may find them-selves be awarded a golden egg at some yearly gala. Hence, to stretch a little on morality and sin with refinement may be quite rewarding. The dissertation was preceded by and builds on a licentiate dissertation in busi-ness economics by Larsson-Eklund (2002) - “Med skaparkraft som etiskt argu-ment. En explorativ studie om moral och yrkesetik inom reklambranschen ur ett internt relationsperspektiv” (enclosed in appendix 6).
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Pešek, Ondřej. "Etika v marketingové komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-4858.
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The thesis focuses on new marketing communication techniques. Their appearance is triggered mainly by technological progress and consumers' immunity to existing methods. Despite business ethics being part of commercial activities of majority of companies and business activities, not seldom do these upcoming and non-standard methods cross the boundaries of law and ethics. This business ethics has institutionalized itself into ethics codes. The thesis provides insight into the issue of the system of legal regulations of advertising in the Czech Republic. The regulation of ethics is executed by "Rada pro reklamu" as so-called self-regulation. The bodies of "RPR", its activity and also the "Code" and its practical application are detailed. The regulation of ethics concerning Public Relations is also involved. Trends are illustrated by many examples from real life.
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Haglund, Mikaela, and Anna Nilsson. ""Vi är så glada och tacksamma att Fredagspodden sponsras av..." : En analys av dold marknadskommunikation i Fredagspodden." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-29363.
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Denna uppsats studerar podden Fredagspodden och dess sponsorer genom att göra en kvalitativ textanalys utifrån ett hermeneutiskt perspektiv. I uppsatsen undersöks huruvida det går att utläsa vilket innehåll som är sponsrat i podden. Hur diskuteras andra produkter och följer podden de lagar, regler och etiska riktlinjer som finns? Den kvalitativa textanalysen genomförs utifrån teoretiska perspektiv som dold marknadsföring, misstankens hermeneutik, parasocial interaktion och native advertising. Studiens resultat visar att det går att utläsa vilket innehåll som är sponsrat. Däremot kan detta variera i tydlighet mellan avsnitten och beroende på lyssnarens uppmärksamhet på innehållet. Vidare visar resultatet att programledarna pratar mycket om andra produkter de producerat och även produkter som deras eget produktionsbolag står bakom. I båda dessa fall visar studien att podden följer alla lagar och regler som finns men om detta överensstämmer med de etiska riktlinjerna kan diskuteras. I analysen förs en etisk diskussion som mynnar ut i en rekommendation om att lagstiftningen bör ändras och att det bör tillsättas en myndighet som granskar etiska övertramp i poddar.This essay studies the podcast Fredagspodden and their sponsors by doing a qualitative text analysis with a hermeneutic perspective. The essay studies if it is possible to distinguish the sponsored content of the podcast, how the hosts discuss other products and if the podcast follow the laws, rules and ethical guidelines that exist. The qualitative text analysis is implemented with the theories stealth marketing, hermeneutic suspicion, parasocial interaction and native advertising. The result of the study shows that it is possible to distinguish the sponsored content of the podcast. However, the clarity varies depending on the episode and the amount of attention of the listener. The result also shows that the hosts often mention other products they have produced and also products that their own production has produced. I both if these cases the podcast follows all laws and rules but concerning whether this is ethically correct could be discussed. In the analysis an ethical discussion will be held which ends with the authors suggesting a change in the laws as well as the implementation of an authority with the mission to control ethical violations in podcasts.
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El-Nabolsi, Sari, and Fredrik Söderberg. "Oetiskt eller inte? : Personliga attributens påverkan på konsumentreaktioner av oetisk marknadsföring." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-32306.
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Stieberová, Šárka. "Etické prvky v reklamě." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-135411.
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The diploma paper is concerned with the occurrence of ethic issues in advertising. The aim of the paper is to find out whether morality or immorality of the adverting is perceived. After all, the advertising has become a part of our lives. It appeals to our senses and influences human behaviour. Thus, the advertising needs to be monitored. It may seem that the advertising is a category on its own. There are no restrictions applied in the advertising. Every advertising agency has an opportunity to create any kind of advertising. However, this is not true. Some efforts are made through the Council for Radio and Television Broadcasting and the Council for Advertising. Moreover, the Code of Advertising Practice was created and it should ensure the morality of the advertising in the Czech Republic. The morality, nevertheless, cannot be guaranteed so easily. Ethics is a broad term which can have different meanings for anyone.
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Whitehead, Eleanor. "Under What Conditions, If at All, Can (Psychological) Strategic Behavioural Influences Be Justifiably Used to Shape People's Choices?" Thesis, Linköpings universitet, Institutionen för kultur och kommunikation, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-157746.
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The publication and mass appeal of Richard Thaler and Cass Sunstein's book Nudge: Improving Decisions about Health, Wealth and Happiness (Nudge), in 2008, illuminated behavioural economics, in the public and political domain. Nudging, a technique derived from behavioural economics, offers a fresh element to the long-time debate between paternalism and freedom, since proponents believe it can simultaneously preserve freedom of choice and serve as a means to influence behaviour. Unsurprisingly, in the decade or so since Nudge, private corporations and governments alike have shown great interest in the behavioural steering techniques derived from behavioural economics. This thesis explores the ethical implications and the various means by which governments and the private sector influence behaviour, specifically individual decision making. Since many of the methods overlap in purpose and practice, I make distinct three techniques: nudging, boosting and market advertising. These steering techniques range from transparent and educative to sub-conscious and manipulative methods; as such ethical justification for their employment varies. This thesis concludes by stating transparency as a condition for ethical behavioural influencing since non-transparent or covert methods do not uphold true freedom of choice, Furthermore, the implementation of non-transparent influences carries the potential for further violations of individual autonomy.
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Ribeiro, Débora Cristina Braga. "Comunicação sem entraves: uma discussão sobre a utopia da comunicação e publicidades infantis." Universidade do Estado do Rio de Janeiro, 2012. http://www.bdtd.uerj.br/tde_busca/arquivo.php?codArquivo=6639.
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Conselho Nacional de Desenvolvimento Científico e TecnológicoO presente trabalho tem por objetivo realizar uma análise crítica sobre a questão da liberdade de comunicação nos dias atuais. Busca-se refletir especificamente sobre o lugar que a liberdade de comunicação aplicada às publicidades destinadas ao público infantil ocupa na realidade brasileira. A discussão dessa temática será iniciada através de uma reflexão teórica sobre a utopia da comunicação, teoria elaborada por Norbert Wiener que enfatiza a necessidade de eliminação de todos os entraves ao livre fluxo de informação. Para tanto, serão abordados estudos de Philipe Breton, Serge Proulx e do próprio Norbert Wiener, além das análise críticas feitas por Karl Mannheim e Riceour sobre utopia e ideologia. Após, será abordada especificamente a questão da liberdade de expressão relacionada às publicidades infantis. Essa discussão será realizada a partir da análise de inúmeras pesquisas teóricas e empíricas sobre a estrutura dessas publicidades, a sua influência no público-alvo, os diversos cenários políticos e sociais brasileiros da liberdade de expressão e, especificamente, o cenário atual, enfatizando os movimentos sociais relacionados à liberdade de expressão e o atrelamento dessa liberdade à responsabilidade, retomando a noção existencialista formulada por Jean Paul Sartre.
The present study aims to conduct a critical analysis on the issue of freedom of communication nowadays. We seek to reflect specifically on the place that freedom of communication applied to advertising aimed at children occupies the Brazilian reality. The discussion of this theme will be initiated through a theoretical reflection on the "utopia of communication" theory developed by Norbert Wiener that emphasizes the need to eliminate all barriers to the free flow of information. To this end, studies will be addressed Philippe Breton, Serge Proulx and Norbert Wiener himself, beyond the critical analysis made by Karl Mannheim and Riceour about utopia and ideology. After, will be specifically addressed the issue of freedom of expression related to children's advertising. This discussion will be held from the analysis of numerous theoretical and empirical research on the structure of these ads, and their influence on the target audience, the various scenarios Brazilian political and social freedom of expression and, specifically, the current scenario, emphasizing the movements social related to freedom of expression and freedom to harnessing this responsibility, resuming the notion formulated by existentialist Jean Paul Sartre.
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Berntorp, Oskar. "Annonsering på Internet: tillvägagångssätt och etiska aspekter." Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20473.
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Med Internet och Internettjänster som Facebook och e-handel har annonsörerna tagit nyamassmediala vägar. Cookies är inblandat i denna process och möjliggör att spara nedinformation på en besökares dator. Denna utveckling kan skapa såväl stora möjlighetersom etiska problem.Det övergripande syftet med denna studie är att undersöka hur annonsering på Internetgår till och vilka etiska konsekvenser detta kan medföra. Metoden består dels i att söka ochgranska litteratur i ämnet datainsamling för Internetannonsering, dels i att genomföra enenkätundersökning. Syftet med denna enkätundersökning är att undersöka hur människori Malmö med omnejd ser på annonsering på Internet, ur ett etiskt perspektiv.Resultatet av vår studie identi erar och diskuterar era etiska problem som upplevsvid Internetannonsering.With Internet and Internet services such as Facebook and e-commerce the advertisers haveturned to new venues for marketing. Cookies are involved in this process and give us theability to save information locally on a visitor's computer. This development can creategreat possibilities as well as ethical problems.The overall purpose with this study is to examine how advertising on the Internet worksand what ethical consequences it entails. The method encompasses search and review ofliterature regarding data collection and Internet advertising. Apart from that, a surveyaimed at examining how people in Malmö and in its proximity consider advertising onlinefrom an ethical point of view is conducted.The result of our study identi es and discusses several ethical problems that are experiencedwith Internet advertising.
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Klee, Christopher. "AI in Marketing – Curse or Blessing? : Impacts of Programmatic Advertising and Personalized Content on Society." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-299572.
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With the help of Programmatic Advertising and the resulting personalized content, consumers can be targeted precisely and with the help of Artificial Intelligence. The associated use of customer data creates ethical conflicts. Therefore, the research question is asked: How does Programmatic Advertising influence consumer's data security and diversity of opinion and what effect does this have on the further development of the technology? For the purpose of elaborating the research problem a literature analysis and expert interviews are carried out. The analysis shows that Programmatic Advertising has already taken up the majority of digital advertising activities. This results in advantages for advertisers, since consumers can be addressed in a targeted manner. Nevertheless, this provokes data law issues and the demand for more data security for the individual customer, which, among other things, is given more attention by big tech companies. Due to the constant change within this trend, new possibilities arise, such as contextual targeting, in order to continue to do an efficient display of advertising. Nonetheless, this work calls for more regulations to be able to give customers a better overview and control of their used data and to avoid restricted diversities of opinion, which can be promoted through microtargeting and therefore the addressed display of content. The prospects of Programmatic Advertising, however, are predicted with a steady increase because other areas within the media landscape will be pervaded by this technology in the future.Med hjälp av programmatisk reklam och artificiell intelligens får kunder och individer reklam som är specifikt utformade för just dem. Användningen av underliggande användardata ger upphov till etiska dilemman. Således, har vi följande problemformulering: Hur påverkar programmatisk reklam användarnas data och åsikter, och vilken effekt har detta på den fortsatta utvecklingen av området? Med avsikt att vidareutveckla problemformuleringen utfördes expertintervjuer samt en litteraturstudie. Analysen visar att programmatisk reklam utgör majoriteten av all digital marknadsföring. Detta har resulterat i fördelar för marknadsförare, ty användarna kan bli bemötta mer precist. Icke desto mindre, medför detta legala problem relaterat till användardata och ett ökat kraf av dataskydd för användaren, vilket är något som får stort fokus av stora tech företag. På grund av den konstanta utvecklingen av denna metod, föds nya möjligheter, exempelvis "kontextuell riktad marknadsföring", för att fortsätta vara en effektiv marknadsföringsmetod. Därmed, redogör denna rapport för en mer reglerad spelplan där användarna får en bättre överblick och kontroll över hur deras användardata utnyttjas, samt en mindre inskränkt åsiktspåverkan, vilket är något som skulle kunna ske genom knappnålsfin riktad marknadsföring. Dock är utvecklingen för programmatisk reklam förutspådd ljus, då andra områden inom medielandskapet kommer att genomsyras av denna teknologi i framtiden
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Hoffmann, Benno D. "The Influence of Strategies Used to Communicate Sustainable Corporate Responsibility on Reputation of a Major Airport." ScholarWorks, 2011. https://scholarworks.waldenu.edu/dissertations/945.
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Self-presentation of a corporation as a citizen committed to sustainable corporate responsibility can, according to scholarly findings, help the organization improve its reputation among key stakeholders. The purpose of this case study was to explore the success of one major airport in aligning communication strategies to improve its reputation. The research question involved how effectively a major German airport communicated its commitment to sustainable corporate responsibility to its key stakeholders during 2005--2009. Of particular interest was how key stakeholders perceived the airport's stance towards the impacts of aircraft noise. Corporate documents, newspaper articles, and semistructured interviews comprised the data. Data analyses of documents and interviews included coding segments of texts on key words related to sustainable corporate responsibility. Pattern matching helped aggregate coded text segments into respective coherent and consistent corporate messages. Randomly selected newspaper articles on the airport under scrutiny were coded on a Likert-type scale on how favorably they covered what types of themes. Subsequent qualitative analyses of hand notes fabricated during the coding process revealed how positively journalists wrote about specific events. Results indicated that the airport officials effectively communicated to the airport's key stakeholders regarding economic contributions to public welfare, engagements in neighborhood projects, environmental protection, and noise abatement. Implications for positive social change include the potential for dialogues between the airport and its critical stakeholders that could, in turn, further the long-term friendly coexistence of the airport, its neighbors, and the community.
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Van, den Berg Marinus. "Evolutionary consumers an investigation into the ethical implications of marketing to children." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/95683.
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Thesis (MBA)--Stellenbosch University, 2012.ENGLISH ABSTRACT: When it comes to getting people to spend money on consumer goods, Madison Avenue have trust in the power of a whining child. The very young are more and more becoming the target of the advertising industry. As more and more companies are turning to child psychologists to help fine tune their messages, some specialists in child development are disturbed by the trend. As marketers are pitching to younger audiences, the question arises if children are being robbed of their innocence and childhood. Children are very naïve about advertising and can easily be manipulated and exploited. The general belief in the industry is that marketers can shape these children into lifelong customers with brand loyalties. Estimates have shown that children's aggregate spending has roughly doubled during the 1960's, 1970's, 1980's and almost tripled in the 1990's (Zoll, 2000). Why is this the case? What are the big corporations really up to: recruiting children to promote products on the playground, acting as their friends on social networks, repackaging junk food as a new health alternative and blurring the lines between what is advertising and what is not. Marketing that targets children are virtually everywhere - television, the internet, the playground and even the classroom. Product placements and other innovations have introduced more subtle ways of conveying their message. All this have created "commercialised children". The debate regarding the ethics of marketing to children is not a new development. Over the last three decades there were some fundamental questions asked about the fairness of marketing to children. Most of these questions are still unresolved. As the consumers started to understand their rights better over the last few years, this debate has started to move to the fore. While parents at home are struggling to set limits, marketing executives are working just as hard to undermine these efforts with irresistible offers. We need ask ourselves if too much marketing leads to unhappy families or will all these products lead to a more happy life. Because of the difficulty of gaining access to the child as a research subject, for the purpose of this thesis the focus was on secondary data available. This thesis is therefore a work of investigation, bringing research together from studies conducted in the United States of America, Canada, the United Kingdom and other European countries. The starting point was to gain knowledge of the cognitive development of a child. Using the work of Piaget as a basis and working with the developmental blind sports developed by Acuff and Reiher, vulnerabilities where identified for each of the developmental stages. Studies where then conducted into how the marketing industry targets each of those groupings and the products sold to them. In the end the products can be classified as: Inherently dangerous, safe and neutral. The classification of these products is an important aspect of the moral value of the companies selling them. It was necessary to look at the current legislation that is protecting the child and how the industry is finding their way around these. Finally, an ethical framework was designed that was used to look at the marketing industry's actions in each of the developmental phases and the products they sell. Because this thesis looks at the development of the child and the way that marketers target the child by focusing on the developmental blind spots, the feminine is also included when the masculine is used unless specifically stated that there is an important difference. In the end, it is clear that it is the ones who are in the daily "trenches" of homes everywhere who are under the most pressure. It is the parents and caretakers who are purposefully trying to design a healthy and enriching environment for their kids to grow up in who needs to be applauded. They are encouraging these children to have the courage to say no to the negative influences of materialism and irresponsible marketing. Although legislation does exist, it is in most cases not nearly strong enough to have a significant impact. In most cases the industry is left to regulate itself and the flow of money has the strongest pull. All over the world, parents are starting to form a united front against the irresponsible marketers and are forcing new laws and legislation to be implemented to help regulate the industry better.
AFRIKAANSE OPSOMMING: Wanneer dit kom by die motivering vir mense om geld uit te gee op verbruiksgoedere, het Madison Avenue baie vertroue in die krag van 'n kermende kind. Die jong kind word al meer en meer geteiken deur die advertensie industrie. Meer en meer ondernemings gaan na kindersielkundiges toe om hulle te help om hul boodskap te verfyn. Sommige spesialiste in die ontwikkeling van die kind is baie bekommerd oor hierdie tendens. Soos wat bemarkers al meer na jonger markte neig, het die vraag begin ontstaan of hulle nie besig is om die jeug te beroof van hul onskuld nie. Sover dit die bemarkingsboodskap aangaan, is kinders baie naïef en kan hulle maklik gemanipuleer en uitgebuit word. Die algemene gevoel in die industrie is dat bemarkers hierdie kinders kan omskep in lewenslange kliënte deur gebruik te maak van handelsmerk lojalitiet. Skattings toon dat die kinders se gemiddelde spandering rofweg verdubbel het gedurende die 1960's 1970 en 1980's en amper verdriedubbel het in die 1990's (Zoll, 2000). Die vraag is nou, waarom is dit die geval? Waarmee is die groot maatskappye werklik besig wanneer hulle kinders werf om hul produkte op die speelgronde te bemark, of voorgee dat hulle vriende is op die sosiale netwerke, of kitskos herverpak asof dit gesond is en die lyne tussen realiteit en advertensie laat verdof. Bemaring wat kinders teiken kom amper orals voor - televisie, die internet, die speelgrond en selfs in die klas. Die plasing van produkte en ander innoverings maak die oordra van die boodskap baie meer subtiel. Dit alles is besig om 'n gekommersialiseerde kind te skep. Die debat oor die etiek van bemarking na kinders is nie 'n nuwe ontwikkeling nie. Oor die laaste drie dekades was daar reeds fundamentele vrae gevra oor die regverdigheid van bemarking na kinders toe. Die meeste van die vrae is steeds onbeantwoord. Soos wat verbruikers hulle regte oor die laaste paar jaar beter begin verstaan het, het dit die debat opnuut na die voorgrond gebring. Terwyl ouers tuis sukkel om grense te bepaal, werk die bemarkingsbestuurders net so hard daaraan om hierdie reëls te ondermyn met baie aantreklike en onweerstaanbare aanbiedings. Dit gee aanleiding tot die vraag vra of te veel bemarking kan aanleiding gee tot ongelukkige gesinne en of al hierdie produkte werklik sal lei tot 'n beter lewe. As gevolg van die beperkinge op die toegang tot kinders in navorsing, is daar vir die doel van die tesis gebruik gemaak van sekondêre data bronne. Die tesis is dus 'n ondersoek na bestaande navorsing gedoen in die Verenigde State van Amerika, Kanada, die Verenigde Koninkryke en ander Europese lande. Die begin punt van die studie was om kennis op te bou oor die kognitiewe ontwikkeling van 'n kind. Deur die werk van Piaget te gebruik en te werk met die ontwikkelingsblindekolle wat ontwikkel is deur Acuff en Reiher, is kwesbare areas geïdentifiseer vir elke stadium van die ontwikkelingsproses. 'n Studie is gedoen om te bepaal hoe die bemarkingsindustrie elk van hierdie groepe teiken en watter tipe produkte op elke vlak verkoop word. Die produkte is in drie kategorieë geklasifiseer: gevaarlik, veilig en neutraal. Die klassifikasie van die produkte is 'n belangrike aspek in die morele waarde van die onderneming wat dit verkoop. Dit was ook nodig om na die huidige wetgewing te kyk wat die kind beskerm en hoe die industrie rondom hierdie wette beweeg. Laastens is 'n etiese raamwerk opgestel waarteen die bemarkingsindustrie se aksies in elke ontwikkelingsfase gemeet word. Omdat hierdie tesis fokus op die kind en die wyse wat bemarkers die kind teiken deur te fokus op die ontwikkelingsblindekolle word die vroulik ingesluit elke keer waneer die manlike aanspreek vorm gebruik word, tensy daar spesifiek verwys na die feit dat daar 'n verskil is in die optrede. Op die uiteinde is dit duidelik dat die wat in die loopgrawe op die tuisfront is, is die wat onder die meeste druk verkeer. Dit is die ouers en die versorgers wat doelbewus probeer om 'n gesonde en verreikende omgewing te skep vir die kinders wat lof en waardeering verdien. Dit is hulle wat poog om die kinders te ondersteun en aan te moedig om nee te se vir die negatiewe invloede afkomstig van die materialistiese en onverantwoordelike bemarking. Alhoewel wetgewing wel bestaan, het dit in die meeste gevalle nie 'n sterk genoeg impak om die kind se belange te besterm nie. In die meeste gevalle is die industrie ook oorgelewer aan self-regulering en het die vloei van geld die sterkste aantrekking. Reg oor die wêreld is ouers besig om saam te staan teen die onverantwoordelike bemarkers en begin hulle druk uitoefen om die huidige wetgewing te verander en nuwe wette ingestel te kry om die industrie beter te reguleer.
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Hedgren, Vickie, and Angelica Persson. "Swedish consumers say: -" Subliminal marketing is smart marketing!"." Thesis, Högskolan i Halmstad, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29814.
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Title: Swedish consumers say – ”Subliminal marketing is smart marketing!” Authors: Vickie Hedgren and Angelica Persson Adviser: Klaus Solberg Søilen Level: Dissertation in Marketing, 15 ECTS, Spring 2015 Keywords: Subliminal, Messages, Advertising, Advertisement, Neuromarketing, Psychology, Subconscious, Primal instincts, Subliminal techniques, Ethics, Acceptance, Emotional Connection Purpose: The purpose of this dissertation is to find out what Swedish consumers think about marketing that is meant to influence their subconscious in their decision making, with a focus on subliminal messages, and whether it is ethically acceptable. This will be carried out by examining the two following research questions: 1. What marketing methods aimed at building a psychological connection with the consumer are ethically acceptable and in what areas of marketing or situations? 2. Is it ethical to use subliminal marketing for a cause-related brand, a luxury brand or aimed at a specific income group? We will further examine theories and studies done over the years as well as carry out our own to come up with our conclusions. Frame of Reference: We start of by presenting overall theories regarding subliminal advertising which leads us to various breakdowns such as psychology, primal instincts, subliminal techniques, ethics, causerelated marketing, high- and low end consumers. Methodology: The dissertation is based on a combination of quantitative and qualitative studies. We conducted one survey with 200 respondents and two interviews with marketers. We bring up the importance of validity, reliability, generalizability, carefulness and criticism. Empirical Framework: We will present the collected data from the performed online survey as well as the information from the two personal interviews. Conclusion: Swedish consumers have a high level of ethical acceptance when it comes to marketing that is meant to create a psychological connection. The conclusions made are that 1. Out of the 14 methods we chose to include in our dissertation, 12 of them had a high level of ethical acceptance; subliminal messages in fashion advertising and in an active situation is ethical 2. It is more unethical if a good-cause company uses subliminal marketing than if a luxury brand uses it.
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Cury, Maria Cecília Andreucci. "Limites do público e privado na paisagem midiática televisão pública: cidadania e consumo." Associação Escola Superior de Propaganda e Marketing, 2009. http://tede2.espm.br/handle/tede/90.
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Previous issue date: 2009-03-17The proposal of this study is to reflect on how public television is perceived by its viewers and the cultural content it is expected to provide. It endeavors to explore the cultural imagination of this mass media segment, by examining its ideal format, the pivotal role it plays and the value attributed to it. In an effort to consolidate these perceptions the study also attempts to evaluate the perceived boundaries that separate the public and private spheres of this section of the mass media landscape, by analyzing the extent to which the sale of private advertising, in an effort to provide public television with financial sustainability, can at the same time provoke ethical concerns among the citizen-viewers. More specifically it aspires to study how the citizen-viewer understands and acknowledges the different forms of financing that are available for a public television system. Then based on qualitative research, the ethical and esthetic questions surrounding Brazilian public television are analyzed by investigating whether or not this society s concept of ideal public television can include advertising
O trabalho propõe-se a refletir sobre como a TV pública é percebida por seu telespectador e seu esperado conteúdo cultural. Busca-se explorar o imaginário cultural deste espaço midiático, sua forma ideal, seu papel e o valor a ele atribuído. Consubstanciando tal entendimento, procura-se ainda avaliar as fronteiras percebidas entre as esferas públicas e privadas nesta paisagem midiática. Pretende-se analisar em que medida a venda de espaços publicitários à iniciativa privada, na estratégia de sustentabilidade financeira da TV pública, pode suscitar preocupações éticas no público-cidadão. Mais especificamente, aspirou-se estudar como o público-cidadão entende e acolhe as diferentes formas de financiamento de um sistema publico de televisão. Com base em pesquisa qualitativa, a autora faz um ensaio sobre questões éticas e estéticas acerca da televisão pública no Brasil, investigando se a concepção de TV pública ideal da sociedade comporta a publicidade
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Francke, Vidar, and Ossian Veronese. "Let me Google "könsdiskriminering" for you : En intervjustudie om kommunikatörer bakom könsdiskriminerande reklam." Thesis, Linnéuniversitetet, Institutionen för medier och journalistik (MJ), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45363.
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The intention of this thesis is to gain a greater understanding, to how communicators who has been convicted for gender discrimination by The Swedish Advertising Ombudsman, view their own creative process and their ethical responsibility in society. With their answers we hope to be able to approach a greater understanding of why sexism in the advertising industry still occurs. To approach the question we have conducted qualitative semi-structured research interviews with communicators involved in the creative process of advertisements that have been convicted by the Swedish self-regulatory organization, The Swedish Advertising Ombudsman for gender discrimination. Our question is focusing on their creative process for the current ad, personal values and responsibility and how the conviction has affected them and their future processes. In the result we found out that external factors such as time, money and the client had a major role in the process but also in their general work. Most of the respondents answer to only themselves when they make moral judgements and they generally have a misplaced view of the definition of gender discrimination, or sexism. All respondents agree that communicators, including themselves, have an impact on our society but they do not consider their own work to be a part of reproducing values and stereotypes. Almost all respondents express a strong distrust for The Swedish Advertising Ombudsman where most of them do not agree with their decision. The convictions haven’t lead to any major consequences, although, most of the respondents claimed that they will spend more time reflecting about their ads before publishing it. Some of the respondents also said that they are going to ask the client twice if they really want to publish this work, even though it’s a risk that it might be convicted for gender discrimination. Many of these factors shows that the conviction has not led to any major consequences.
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Carlsson, Johanna, and Hanna Persson. "Reklambyråer & Samhällsansvar : en studie av reklambyråers förutsättningar för ett socialt ansvarstagande." Thesis, Linköping University, Department of Management and Economics, 2004. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-2622.
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Background: Research results show that the potential of corporate social responsibility (CSR) has increased. That means there is a growing pressure on Swedish companies to act with responsibility: general public has a positive attitude towards companies that communicate their CSR. Advertising agencies have been criticized by their way to manage the question of social responsibility. One of the characteristics of an advertising agency is their anonymity; even though their products are extremely visible, it is rarely clear who gave rise to an advertising production. If this is put in relation to CSR in general, we find ourselves in a contradictory situation when CSR in many cases is about exposure of the responsible corporation.
Purpose: The purpose of this thesis is to explain whether CSR can be applied to advertising agencies, by describing in which way their conditions limit respectively make possible to run business in terms of CSR.
Research Method: The thesis has a qualitative approach, and the empirical data is in large parts based on personal interviews, where the interviewees represent Swedish advertising agencies.
Result: We have identified a number of limitations and possibilities related to advertising agencies concerning CSR. Principally limits are that the advertising industry by tradition does not sanction responsibility in this matter, that professionals belittle the social effect by their own business but recognize the impact of advertising productions taken all together. Finally, efficient advertising and customer satisfaction are top priority concerns: ethics may have to step aside due to these matters. On the other hand, there are several aspects to suggest that CSR is to be applied on agencies: the surrounding world is an important matter to agency activities. Our results show that the attention given an agency in factual can be used in characteristics of CSR: the professionals have the opportunity to choose how and what to produce.
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Pellicer, Jordá María Teresa. "La visión del mundo a través de la publicidad. Entre el idealismo funcional y la ética aplicada." Doctoral thesis, Universidad de Murcia, 2010. http://hdl.handle.net/10803/10918.
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La publicidad es una profesión atacada desde diversos frentes, aunque lo cierto es que la mayor parte de las críticas recibidas hacen referencia a su vertiente ética. Por ello, a lo largo de esta tesis vamos a analizar esta cuestión y estudiar la ética publicitaria. Analizaremos en qué se basa el marco ético existente y la eficacia y utilidad práctica del mismo. De esta manera, podremos refutar o confirmar las acusaciones vertidas de forma constante acerca de la actividad publicitaria y aportaremos las soluciones a los problemas que encontremos a lo largo de esta investigación. La ética publicitaria entra a debate.The advertising is a profession attacked from diverse fronts, though the certain thing is that most of the received critiques refers to his ethical slope. For it, along this thesis we are going to analyze this question and to study the advertising ethics. We will analyze on what there is based the ethical existing frame and the efficiency and practical usefulness of the same one. Hereby, we will be able to refute or to confirm the accusations spilt of constant form it brings over of the advertising activity and we will contribute the solutions to the problems that we find along this investigation. The advertising ethics enter to debate.
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Norris, Samuel James. "Corporate Social Responsibility: A Financial Performance-Based Approach in Understanding CSR." Ohio University Honors Tutorial College / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1354842245.
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Martins, Ingrid Schumann Seabra. "A criança como influenciadora de compra para a publicidade: apelos, motivações e subjetividade infantil." Niterói, 2017. https://app.uff.br/riuff/handle/1/3849.
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O presente estudo teve como objetivo investigar de que forma a publicidade pode estimular crianças a se tornarem, não apenas consumidores finais, mas também influenciadores na tomada de decisão por parte de quem possui efetivamente o poder de compra. Buscou-se ainda estudar a influência de consumo que a criança pode vir a realizar no seio familiar, no caso de produtos de uso não exclusivamente infantil. Finalmente, buscou-se compreender em que grau a publicidade estaria envolvida no estímulo desta postura específica de consumo, assim como as possíveis consequências deste comportamento na subjetividade infantil. A posição da criança na sociedade passou por mudanças ao longo dos anos: se antes, muitas vezes, ganhava ínfima atenção da família, hoje tem sua opinião amplamente valorizada dentro de casa, ganhando projeção o comportamento denominado “protagonismo infantil”. Este destaque pode ocorrer até mesmo em questões de consumo e é sobre esta via que esta dissertação se debruçou. Foram feitas leituras sobre psicologia infantil, aspectos históricos-sociais da infância, técnicas de marketing e linguagem publicitária voltados a este público, políticas da comunicação publicitária infantil no Brasil e em outros países, além de terem sido analisadas diversas pesquisas sobre consumo e influência de compra em crianças. A partir deste material, partiu-se para a análise de comerciais televisivos e realização de entrevistas com pais de crianças entre 5 e 10 anos. Como principais resultados, identificou-se setenta e sete (77) anúncios de produtos ou serviços de uso familiar ou adulto, com elementos atraentes às crianças, e confirmou-se, nas entrevistas, a influência da publicidade sob o público infantil. Como alguns impactos possíveis deste “marketing de influência” na subjetividade infantil, percebeu-se a própria postura consumista, bem como o chamado “encurtamento da infância”
This study aimed to investigate how advertising can encourage children to become not only consumers, but also influential in decision-making by those who actually have the purchasing power. We sought to investigate the influence consumption that the child may hold within the family, about products created for adults and family. Finally, we sought to understand the extent to which advertising is involved in stimulating this specific posture consumption, as well as the possible consequences of this behavior in the children's subjectivity. The child's position in society has undergone changes over the years: before, it was common to be ignored by the small family, today his opinion is valued in family topics and in other issues as well. This behavior stimulate the rising of the child as a “protagonist”. This reaction can occur even in consumer issues and it is about that topic that this dissertation leaned. We read about child psychology, historical and social aspects of childhood, marketing and advertising language techniques aimed at this audience, political advertising of infant communication in Brazil and in other countries, and analyzed several studies about consumption and buying influence of children. With this material, we observed television commercials and made interviews with parents of children between 5 and 10 years. As main results, it was identified seventy-seven (77) product announcements of produtcts/services for adult or family use, that had attractive elements to children. In the interviews, it was possible to confirme the influence of advertising on children. As some possible impacts of this “marketing of influence” in the children's subjectivity, it was noticed the very consumerist stance, as well as the so-called “shortening of the childhood”.
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Haynes-Michaels, Sandra Genevieve. "Employee Conduct When Administering Government Contracts in the Defense Logistics Agency." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1345.
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The Office of the Inspector General in the Department of Justice reported cases of government contracting employees accepting bribes totaling over $540 million within a 6-year period. The purpose of this case study was to explore the perceptions of government contracting managers regarding the knowledge needed to mitigate employees' unethical behaviors when administering government contracts. Previous studies on government contracting employees' unethical behaviors focused on employees' behaviors, but lacked data concerning managers' roles in mitigating employees' unethical behaviors. The study's conceptual framework was stakeholder theory. The data were gathered through semistructured interviews conducted with 21 government contracting managers in the mid-Atlantic region of the United States and from company documents. Data from the semistructured interviews and company documents were analyzed, coded, and then grouped into categories using a modified content analysis technique. Key themes suggested that to mitigate government contracting employees' unethical behaviors, these government contracting managers required continued training. These managers also found trust to be vital to dissiminating ethical requirements to employees, and they also reported benefits to conducting ethical government contracting. Member checking of participants' responses strengthened credibility and trustworthiness of these interpretations. Findings and recommendations from this study may contribute to positive social change by improving training and ethical standards in government contracting, which could lead to enhancing societal trust in government contracting organizations.
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Rousset, Xavier. "La tarification dynamique, l'utile et le juste Seasonal factors and marketing mix: Literature survey and proposed guidelines An analytical framework for retailer price and advertising decisions for products with temperature-sensitive demand The impact of outdoor temperature on pricing and advertising policies for weather-sensitive products Tarification dynamique en ligne et éthicalité perçue par le consommateur : synthèse et voies de recherche Designing algorithmic dynamic pricing from an ethical perspective Are consumers vulnerable to algorithmic dynamic pricing? An empirical investigation." Thesis, Sorbonne Paris Cité, 2019. http://www.theses.fr/2019USPCB039.
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Cette thèse regroupe différents travaux de recherche sur la tarification dynamique. L'objectif de la thèse, située à l'interface des sciences économiques, des sciences de gestion et des sciences politiques, est double : d'une part, étudier les déterminants et les conditions d'utilisation de la tarification dynamique au niveau de la firme dans une perspective de maximation de ses profits et, d'autre part, de montrer comment, à un niveau collectif, la prise en compte des questions éthiques dans l'étude de la tarification dynamique permet de mieux en comprendre la portée. Nos contributions, à la fois théoriques et empiriques, sont présentées en deux parties. La partie 1, axée sur l'efficacité économique (point de vue de l'utile), regroupe des questionnements sur les considérations de maximation du bénéfice liées à la tarification dynamique. A partir de l'étude de produits dits météo-sensibles dans les canaux de distribution physique, nous présentons une revue de littérature qui introduit l'adaptation dynamique du prix à des facteurs influençant la demande et nous proposons un modèle théorique d'adaptation dynamique du prix dans le temps suivant la température. Nous complétons cette approche théorique, par une étude empirique qui approfondit comment la tarification, exercée de manière dynamique du point de vue de la firme en réaction à des facteurs extérieurs, lui permet de maximiser ses intérêts. La partie 2 regroupe des travaux sur les considérations éthiques liées à la tarification dynamique (point de vue du juste). En se focalisant sur les canaux de distribution en ligne, nous discutons, sur un plan théorique, les incidences possibles de la tarification dynamique sur la perception éthique par le consommateur, en mettant en évidence les éventuels risques d'injustice ou de vulnérabilité que cette stratégie de fixation du prix soulève. D'un point de vue empirique, nous approfondissons l'analyse des déterminants de la perception éthique de la tarification dynamique en ligne par le consommateur, notamment en fonction des conditions de son paramétrage, ainsi que les dimensions de vulnérabilité qui préoccupent les consommateurs. La conclusion de la thèse regroupe des pistes de recherche futures portant sur l'approfondissement de la mesure de l'éthique perçue, sur les potentialités de l'hybridation de la science économique avec l'éthique sur un sujet comme celui de la tarification dynamique et sur les considérations que nous avons entrevues sur le lien entre la tarification dynamique et la révélation de la valeur d'échange (point de vue du vrai)This PhD thesis brings together different research projects on dynamic pricing. The objective of the thesis, located at the interface of economics, management sciences and political sciences, is twofold: first, to study the determinants and conditions of use of dynamic pricing at the level of firm in a perspective of maximizing its profits and, on the other hand, to show how, at a collective level, the consideration of ethical issues in the study of dynamic pricing allows a better understanding of its scope. Our contributions, both theoretical and empirical, are presented in two parts. Part 1 focuses on economic efficiency (point of view of the useful), and asks questions about the maximization of profit considerations related to dynamic pricing. From the study of so-called weather-sensitive products in the physical distribution channels, we present a literature review that introduces the dynamic adaptation of the price to factors influencing the demand and we propose a theoretical model of dynamic adaptation of the price in time following the temperature. We complete this theoretical approach with an empirical study that examines how pricing, exercised dynamically from the firm's point of view in response to external factors, allows it to maximize its interests. Part 2 brings together work on ethical considerations related to dynamic pricing (the point of view of the right). Focusing on online distribution channels, we discuss, on a theoretical level, the potential impact of dynamic pricing on consumers' ethical perception, highlighting potential risks of unfairness or vulnerability that price fixing raises. From an empirical point of view, we thoroughly analyse the determinants of the ethical perception of online dynamic pricing by the consumer, in particular according to the conditions of its setting, as well as the dimensions of vulnerability that concern consumers.The conclusion of the thesis brings together future lines of research on the deepening of the measurement of perceived ethics, on the potentialities of the hybridization of economic science with ethics on a subject such as dynamic pricing and on the considerations we have seen on the link between dynamic pricing and the revelation of exchange value (point of view of the true)
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GUICHARD, Sandrine, and DI CICCONE Rémy LUBRANO. "Ethnic TV advertising in France." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1580.
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Nowadays, in France a debate on the implementation of ethnic statistics in order to appreciate the structure of the French population has been recently impulsed by the president, Nicolas Sarkozy. Indeed, for having a reliable tool which can be used to identify and count the different “visible communities” in its country, the French government is intending to modify the current legislation about collects of personal data. It initiates these legal procedures to be able to measure and judge racial discriminations that occur in several areas (employment, scholarship…). However, even if these steps are as goal a fall in ethnic discriminations, they keep highly controversial. Its opponents claim the French constitutional principles that want Republic to be indivisible.
This debate overall underlines the lack of an “ethno-racial” national referential. Nevertheless, individuals’ origins were progressively introduced into statistics.
- 1851: the first census including questions about nationality was realized (native French, naturalized French and foreign). (Courrier des statistiques n° 117-119, 2006, p 34)
- 1962: This census was completed by asking the origin nationality of the naturalized French.
- 1993: The Great Integration Council developed surveys about the ethnic structure of the French population for specifics purpose.
Now, only one major law – Information and freedom law of the sixth August 2004 – breaks the access to ethnic data. It stipulates that personal data which precise, directly or indirectly, racial or ethnic origins, political views, philosophical and religious ones are prohibited. (www.juriscom.net)
But some surveys highlighting ethnic origins can be conducted, on one condition; they must respect an individual agreement.
Both French debates on ethnic statistics and racial discriminations raise the issue of how important the minorities’ demographical and economical weight is. Indeed, more and more firms and marketing agencies have started to target ethnic market for few years.
According to the INSEE – the French National Institute for Statistics and Economic Studies – and the INED – a French research institute specialized in demography and population studies –, ethnic minorities and immigrants in France are the same. Their number is around 4.3 millions people, that is to say 6.7% of the 2002’s French population (see Annexe 3).
But the ethnic minority notion is wider: as it was said before, the real statistics about such a sensitive issue are not clearly defined and collected by any French official institute. Indeed, Jean-Paul Tréguer and Jean-Marc Segati (Les nouveaux marketings, Dunod 2003) estimate ethnic communities’ population between roughly 12 and 14 millions people, more than 20% of the French population.
Moreover, SOPI – a marketing agency focused on ethnic marketing – conducted a consumer survey in 2004 that included ethnic data under control of several national and independent associations. (http://www.sopi.fr)
It concludes distinguishing six ethnic groups:
- Caribbean from France (Martinique, Guadeloupe, French Guiana, Reunion Island…)
- Black Africans (Senegal, Mali, Cameroon…)
- Maghreb-Arabians (Morocco, Algeria, Tunisia…)
- Indopakistanis (Sri Lanka, India, Pakistan…)
- East-Asians (China, Vietnam, Cambodia…)
- And other minorities (Anglo-Saxon, Latin American, Italian, Spanish…)
The weight of the visible minorities in the French population is enough important to arouse firms and marketing agencies' interests. Indeed, this part of the French population can be considered as a niche with its own and specific needs. Problems of discrimination and under representativeness highlighted ethnic communities can be perceived as a potential and profitable outlet. Taking progressively these markets into consideration, marketers have implemented a new kind of segmentation based on ethnic origins. Targeting depends on the ethnic background of every community. Each ethnic group, with its own values, beliefs and needs, forms an aggregated market.
French ethnic marketing is so in direct connection with the current French debate about the consideration of ethnic data in official statistics. Actually, with exact figures, ethnic groups would be quantifiable and identifiable. Clearer statistics are, easier target group are satisfied. Ethnic data would allow marketers to better understand and meet the needs and wants of these populations.
To sum up, ethnic marketing in France is dependent on ethnic statistics; so it is necessary to get round, without going against, the French principle which wants a Republic to be indivisible.
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Elffors, Jenny, and Athena Johannessen. "Marknadsföring på recept : Läkemedelsmarknadsföring ur ett moraliskt perspektiv." Thesis, Södertörn University College, School of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-1912.
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Syfte: Det övergripande syftet med denna uppsats är att ur ett moraliskt perspektiv ge en vidare och mer ingående förståelse för marknadsföringen av läkemedel samt att utforska om det finns anledning att skilja mellan reklam och information i läkemedelsbranschen.
Metod: Problemet i denna studie belyses via en kvalitativ ansats. De metoder som använts för datainsamlingen har varit semistrukturerade intervjuer med representanter från Läkemedelsindustriföreningen samt observationer av annonser i Läkartidningen och reklamfilmer på TV4. I arbetet har det använts en egenframställd mall för att koda och sammanställa datamaterialet från reklamobservationerna. Det empiriska materialet från både intervjuer och observationer har sedan analyserats via kontraproduktivitetsteorin samt en modell för etisk revision.
Resultat: Marknadsföring av läkemedel bedöms av författarna till denna studie vara en moraliskt rättfärdigad handling. En av anledningarna till detta är att läkemedelsföretagen genom sin forskning bidrar till ett ökat välbefinnande för samhällets medborgare. Forskningen finansieras till viss del av försäljningsintäkter, vilka i sin tur har större chans att öka då marknadsföring bedrivs. En annan anledning är att företagen genom sin marknadsföring tar sitt ansvar vad gäller informationsspridning om läkemedlen och resultatet i undersökningen visar att företagen uppvisar en ärlighet i marknadsföringen. Då ärlighet kopplas samman med trovärdighet och hänsyn tas till den informationstillgång som marknadsföringen erbjuder, visar även detta på ett moraliskt rättfärdigat agerande. Vid utförandet av annonser för receptbelagda läkemedel visade det sig att mer resurser läggs på att skapa en informativ reklam än vad det görs vid utformandet av reklam för de receptfria läkemedlen. I den marknadsföring som bedrivs för receptfria läkemedel skulle en mer informativ och saklig marknadsföring öka företagens moraliska anseende.
Aims: Overall aims of this thesis are to bring a broader and deeper understanding, from a moral point of view, of marketing of pharmaceuticals, and to consider whether there is a reason for separating advertising from information in the sector.
Methods: A qualitative approach to the subject was used. Methods for data compilation were semi-structured interviews with representatives for The Swedish Association of the Pharmaceutical Industry (Läkemedelsindustriföreningen), and studies of advertisements in The Journal of the Swedish Medical Association (Läkartidningen) and commercials on a TV channel (TV4). A customised, self-made, grid was utilised for coding and compiling data from the observations of commercial material. Following that, the empirical material from interviews as well as observations has been analysed, using the theory of counter productivity as a model for ethical audit.
Results: The authors judge marketing activities of the pharmaceutical industry to be morally justified. One reason for this judgement is, that the pharmaceutical industry contributes to an increased well-being among citizens by providing research, research activities being financed by revenues, which – in turn – are enhanced by marketing. Another reason is that companies show responsible in the dissemination of information and that the results of the study indicate sincerity in marketing. When responsibility is linked to trustworthiness and when availability of information provided by marketing activities is taken into consideration, there is also evidence of a morally justifiable behaviour. Advertisements for drugs on prescription showed more informatively designed than those for over-the-counter drugs. A more informative and appropriate marketing of non-prescription pharmaceuticals would enhance the moral reputation of the companies.
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Bragaglia, Ana Paula. "Ética publicitária em tempos hipermodernos: um estudo comparativo entre Brasil e Espanha." Universidade do Estado do Rio de Janeiro, 2009. http://www.bdtd.uerj.br/tde_busca/arquivo.php?codArquivo=5090.
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Fundação de Amparo à Pesquisa do Estado do Rio de JaneiroEsta tese tem como objetivo geral investigar conceitos, agentes e significações da ética publicitária que caracterizam os atuais tempos hipermodernos. Para tanto, os seguintes objetivos específicos foram traçados: levantar o que as organizações de auto-regulamentação do setor e os profissionais do mercado (não pertencentes a tais instituições) definem como ética publicitária; comparar tais olhares com princípios éticos hipermodernos ligados principalmente ao mercado e com reflexões de estudiosos sobre o tema, e realizar, ao final, um estudo comparativo entre os cenários brasileiro e espanhol de resultados obtidos. Os organismos estudados no Brasil e na Espanha (Madrid) foram, respectivamente, o CONAR Conselho Nacional de Auto-Regulamentação Publicitária, e a AUTOCONTROL Asociación para la Autorregulación de la Comunicación Comercial, e os profissionais abordados consistiram em publicitários e profissionais de marketing de empresas escolhidos segundo os critérios de acessibilidade, volume de anúncios veiculados sob sua criação/responsabilidade, e indicações de entrevistados. Os objetivos citados foram alcançados por meio de dois abrangentes conjuntos de iniciativas, a saber: 1) entrevistas com 63 pessoas (além dos diretores das organizações), estando entre elas, publicitários das áreas de criação e atendimento/planejamento de agências de propaganda, profissionais de marketing de empresas de setores diversos, e integrantes do Conselho de Ética do CONAR e órgão correlato na AUTOCONTROL. Como resultado geral desta pesquisa, pode-se dizer, entre outros, que, embora se apregoe atualmente que a ética hipermoderna está associada a um vazio ético ou a uma ética privada, a qual chega inclusive a distanciar-se do significado original do termo, ambos os organismos estudados demonstraram em vários momentos contrariar tais teorias, mesmo sendo eles concebidos e mantidos pelo próprio mercado. Apesar disso, nota-se, tanto nestas organizações, quanto entre os profissionais entrevistados, principalmente brasileiros, alguns indicadores que parecem refletir tais visões mais pessimistas ou que talvez dificultem o surgimento de uma postura mais ética, afastando-se, inclusive, de preceitos específicos de uma ética hipermoderna aplicada diretamente ao mercado. O cenário parece mais favorável no contexto espanhol, onde foram encontrados um maior número de instituições (além da AUTOCONTROL), documentos normativos e profissionais dedicados a defender a ética publicitária num sentido mais profundo do que somente combatendo a propaganda enganosa quanto a informações técnicas sobre os produtos ofertados.
The present thesis aims at investigating concepts, agents, and significations of ethics in advertising which characterizes the present hypermodern times. In order to do so, the following objectives were designed: identify what the self-regulatory organizations of the sector and the market professionals not belonging to theses institutions define as ethics in advertising, comparing such points of view to hypermodern ethical principles mainly linked to the market, and reflections of scholars dedicated to the theme, finalizing with a comparative study between the results obtained in Brazil and in Spain. The self-regulatory organizations studied in Brazil and in Spain (Madrid) were, respectively, CONAR Conselho Nacional de Auto-Regulamentação Publicitária, and AUTOCONTROL Asociación para la Autorregulación de la Comunicación Comercial, and the professionals interviewed were publicists and marketing professionals chosen according to the criteria of accessibility, the amount of ads produced and the indication of interviewees. The objectives mentioned were reached by means of two wide-ranging sets of initiatives, namely: 1) interviews with 63 people (besides the directors of the organizations), among them, publicists of creation and answering/planning of marketing agencies, professionals of marketing of companies of several areas, and members of the Ethics Counsel of such organizations. As a general result of the present study, it can be said that, even though the hypermodern ethics is currently announced to be associated with an empty ethical or even with a private ethics, which gets to go against the original meaning of the term, both organizations studied show, in several moments, to go against such theories, even those conceived and maintained by the market itself. Despite this, it can be noticed, both in these organisms and among the professionals interviewed, mainly Brazilians, some indicators which reflect such points of view more pessimists or that maybe difficult the arousal of a more ethical posture. The picture seems more favorable in the Spanish context, where a larger number of institutions (besides AUTOCONTROL) were found along with normative documents and professionals dedicated to support the ethics of the marketing business in a deeper sense than that of just fighting the deceitful advertisement regarding technical information about the products announced.
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Krahulíková, Martina. "Reklama z pohledu etické regulace." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-192004.
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This diploma thesis mainly deals with the ethical rules of advertisement. In the general part, the thesis contains the definiton of advertisement and ethics, description of self-regulation in the Czech Republic, relationship between ethical and legal regulation and also self-regulation in other states. The second part analyses the number of complaints and ads discussed by Arbitration Committee. The diploma thesis is concluded with the opinions of consumers on advertisement in general, situation of self-regulation in the Czech Republic and ethical principles in advertisement.
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Albinsson, Kajsa, Emma Andersson, and Therese Oscarsson. "Barn i Instagramflödet : En kvalitativ studie om föräldrars ställningstaganden till barn som exponeras i marknadsföring av influencers." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105607.
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Frankrike är det första landet i världen att ta ställning till barns exponering i marknadsföring. I april år 2021 tillträdde den världsunika lagen som ska skydda barn från att utnyttjas av andra parter i marknadsföringssammanhang. Det är brist på tidigare forskning som undersöker barn som exponeras i marknadsföring av influencers på sociala medier och i relation till etiska och moraliska ställningstaganden. Syftet med denna studie är att bidra till forskningen genom att undersöka föräldrars ställningstaganden till barn som exponeras i marknadsföring av influencers på sociala medier och vilka etiska och moraliska dilemman som det bidrar till. Studien grundas i en deduktiv forskningsansats och en kvalitativ datainsamling där empiriska data samlas in från urvalet föräldrar och därigenom en fokusgrupp och sju enskilda intervjuer. Resultatet visar att innebörden av etik och moral skiljer sig mellan individer, att barns intresse i marknadsföring inte är prioriterat och att barn i marknadsföring på Instagram leder till mer uppmärksamhet åt influencers och företag. De etiska och moraliska dilemman som framkallas av att barn exponeras i marknadsföring på Instagram är individbaserat och baseras på den enskilda individen. Föräldrarna tar ställning till att barn som exponeras av influencers på sociala medier är oetiskt och omoraliskt, men när de själva delar bilder och filmer på sina egna barn är det etiskt och moraliskt korrekt. Därmed kommer det att fortsätta vara dilemman tills det finns tydliga riktlinjer samt forskning inom marknadsföring med barn.The first country in the world to take a stand on children’s exposure in marketing is France. The world-unique law was adopted in April 2021 to protect children from being exploited by other parties in marketing contexts. There is a lack of previous research that examines children’s exposure by influencers and in relation to ethical and moral positions. The purpose of this study is to contribute to the research by examining parents' attitudes towards children who are exposed in marketing by influencers on social media and what ethical and moral dilemmas it contributes to. The study is based on a deductive research approach and a qualitative data collection where empirical data is collected from the sample of parents and thereby a focus group and seven individual interviews. The results show that the meaning of ethics and morals is different between individuals, that children’s interest in marketing is not a priority and that children in marketing on Instagram lead to more attention to influencers and companies. The ethical and moral dilemmas caused by children's participation in marketing on Instagram are individual-based. The parents take a stand that children exposed by influencers on social media are unethical and immoral, but when they share photos and videos on their own children it is ethical and moral correct. This will continue to be dilemmas until there are clear guidelines and research in marketing with children.
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Nishida, Neusa Fumie. "A ÉTICA CONTEMPORÂNEA NO DISCURSO DA PUBLICIDADE PARA A MULHER." Universidade Metodista de São Paulo, 2007. http://tede.metodista.br/jspui/handle/tede/784.
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Previous issue date: 2007-04-18Conselho Nacional de Desenvolvimento Científico e Tecnológico
This is a research regarding questions of the contemporary ethics in the advertisement field directed to the female public. The discussion of such questions leans over deontological ethics. The objective of this study is to investigate how the advertisements published in Claudia and Nova magazines articulate questions about such ethics. So, the content analysis investigated whether advertisements followed the principles contained in the Código Brasileiro de Auto-Regulamentação Publicitária. Besides, the discourse analysis checked how advertisements were constructed based on ethics and woman in the current society. Therefore, this study showed that the representations of the deontological ethics in the feminine publicity occur in a non-linear and fragmented way. The non- linearity refers to the non- fulfillment of the ethical principles for some analyzed advertisements. The fragmentation tells how women are symbolized and how products are offered in advertisements from different standards of conduct (principles) and based on several values. Products in advertisements are showed in true or doubtful way and the representations of the women are based on contemporaries or traditional values in differentiated ways.(AU)
Esta pesquisa reflete sobre questões da ética contemporânea na publicidade dirigida ao público feminino. A discussão de tais questões debruça sobre a vertente deontológica (convicção). O objetivo do estudo é investigar como os anúncios publicados nas revistas Claudia e Nova articulam questões de tal ética. Assim, buscou-se verificar, por meio da análise de conteúdo, se os anúncios seguiam os princípios contidos no Código Brasileiro de Auto-Regulamentação Publicitária. Em uma segunda etapa, pretendeu-se investigar, por meio da análise de discurso, como se deu a construção dos anúncios sob o enfoque da ética e da mulher na sociedade dos dias de hoje. Concluiu-se que as representações da ética deontológica na publicidade feminina ocorrem de maneira não linear e fragmentada. A não linearidade se refere ao não cumprimento dos princípios éticos por parte de alguns anúncios analisados. Já a fragmentação diz respeito ao modo como a mulher é retratada e como os produtos são divulgados nos anúncios, a partir de diferentes padrões de conduta (princípios) e baseados em valores diversificados. Ora os anúncios apresentam os produtos de maneira verdadeira ou não, ora as mulheres aparecem sob um enfoque baseado em valores contemporâneos ou em valores tradicionais de modo diferenciado.(AU)
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Aleksejeva, Viktorija. "Šokiruojamosios reklamos retorika." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120831_092039-58081.
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Bakalauro darbo tema – „Šokiruojamosios reklamos retorika“. Iš virtualios erdvės buvo išrinktos ir suklasifikuotos 70 šokiruojamųjų reklamų, (iš jų 45 socialinės ir 25 komercinės). Reklamos buvo interpretuojamos įvairiais aspektais: estetiniu, teisiniu, semantiniu. Analizuojant šias reklamas siekta atskleisti, kaip veikia šokiravimo mechanizmai socialinėje ir komercinėje reklamoje, aptariant vizualumo ir verbalumo sąveiką. Šokiruojamoji reklama tirta pasitelkiant interpretacinį, aprašomąjį metodą. Tyrimas parodė, kad šokiravimas socialinėje ir komercinėje reklamoje – iš esmės skiriasi. Šokiruojanti socialinė reklama siekia atkreipti dėmesį, moralizuoti, pakeisti visuomenės elgesį, gyvenimo būdą. Joje iškeliamos aktualios visuomenės problemos: rūkymas (aktyvus/pasyvus), smurtas prieš vaikus ir moteris, gyvūnų apsauga, infekcinės ligos, vaikų skurdas, abortas. Socialinės reklamos tekstas turi „juodojo“ humoro elementų, vyrauja informatyvūs, tiesioginiai sakiniai, retoriniai klausimai ir sušukimai. Šokiruojant komercinėje reklamoje dažnai peržengiamos etikos ir moralės normos. Čia dominuoja kraujo, mirties vaizdai, pornografinės užuominos, šlykštumą keliantys vaizdai. Šokiruojamosios komercinės reklamos tekstas – minimalus, veikiantis psichologiškai, dažnai nurodytas prekės ženklas. Vaizdo ir teksto paritetas ryškus socialinėje reklamoje, o komercinėje reklamoje dominuoja vaizdas.Bachelor’s final work theme – „Shocking advertisement rhetoric“. From virtual space were chosen and classified 70 shocking advertisements (45 of them – social and 25 – commercial). Advertising has been interpreted in various aspects: the aesthetic, legal, semantic. Analysis of these advertisements shows how the shock mechanisms are working in social and commercial advertisement, discussing verbal and visual interaction. Shocking advertisement investigated by interpretative, descriptive approach. Research work shows that shock in social and commercial advertising is different. Shocking social advertisement draw attention to moralize, trying to change the society behavior and the way of life. It shows the problems relevant to society: smoking (active / passive), violence against women and children, animal welfare, infectious diseases, child’s poverty, abortion. Social advertising text has “black” humor elements; in this kind of advertisement dominate informative, direct sentences, rhetorical questions and exclamation. Commercial advertisement often oversteps ethical and moral norms. Here we can see dominating blood, death, pornographic references and other nasty views. Commercial shocking advertisement text – minimal, psychological affecting, sometimes shows the brand. Visual ant text parity we can clearly see in social advertisement, but commercial advertisement is dominated by the image.
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Enkh-Amgalan, Rentsenkhand. "The Indulgence and Restraint Cultural Dimension: A Cross-Cultural Study of Mongolia and the United States." Digital Commons @ East Tennessee State University, 2016. https://dc.etsu.edu/honors/329.
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This research focuses on one of the least studied cultural dimension, “indulgence versus restraint” (IVR) and how it affects consumer behavior, international marketing, and global business operations in the U.S. and Mongolia. This project is the first research on IVR in Mongolia since the country is rarely studied and there is no available data for this cultural dimension. Samples of undergraduate business students (as consumers) from both countries were studied through surveys. The findings support that Mongolians and Americans are different regarding the “indulgence” cultural dimension. This paper has a significant contribution to the cross-cultural literature regarding the indulgence cultural dimension and its applications in global business and marketing and advertising strategies.
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Carbajal, Obando Ninowska Camila. "Los estereotipos de rol de género como recurso ético justificado por publicistas." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653670.
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El siguiente artículo de investigación analiza de qué manera los estereotipos de rol de género son defendidos por los publicistas como éticos mediante los argumentos que ellos brindan como justificación del empleo de estos en el discurso publicitario peruano. Esta investigación surge como consecuencia de que en la publicidad aún se perciben estereotipos de rol de género considerados como dañinos para la sociedad, por lo que van en contra de la ética. Finalmente, la metodología estará basada en un estudio cualitativo con la técnica de entrevistas a profundidad a diversos publicistas de distintas áreas de publicidad encargadas de producir este tipo de comunicación.This paper analyzes how gender role stereotypes are defended by advertisers as ethical through the arguments they provide as justification for their use in Peruvian advertising discourse. This research arises as a consequence of the fact that in advertising gender role stereotypes are still perceived as harmful to society and therefore go against ethics. Finally, the methodology will be based on a qualitative study with the technique of in-depth interviews with various advertisers from different advertising areas in charge of producing this type of communication.
Trabajo de investigación
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Srinivasan, Esha. "The Effect of Corporate Positions on Social and Political Justice on Consumer Behavior and Financial Performance." Scholarship @ Claremont, 2019. https://scholarship.claremont.edu/scripps_theses/1289.
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A proliferation of social movements and a large group of young, politically active individuals have pushed corporate firms to pay more attention to increase resource allocation to corporate social responsibility. As of now, corporate social responsibility refers to a wide definition of general efforts made by firms to support society through social impacts. A review of current literature on corporate social responsibility reveals a gap in the way the quality is calculated as well as does not take into account the influence of social movements in the past couple of years. This paper assesses the specific social and political justice positions that firms have taken and whether these positions have had an effect on financial performance given the more actively conscious consumer base. Tobin’s Q is used to quantify these effects and show that positive corporate social responsibility increases financial performance, supporting the hypothesis, while negative corporate social responsibility does not significantly affect financial performance. Future research recommends a closer look at the industry differences in the subject as well as a clearer definition of the variance between the different issues that constitute corporate social responsibility.
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Kaliánková, Jana. "The influence of psychological and ethical aspects of advertising on human psyche." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76117.
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This diploma thesis aims to explore the influence of psychological and ethical aspects of advertising on human psyche. In the theoretical part is its reader informed about the contribution of psychology to the creation of effective advertising., there are described the forms of advertising and the psychological theories of motivation. Ethics in advertising, advertising, self-regulation and the Code of advertising are specified here. Moderate interviews in practical part of this thesis are used for revealing the factors affecting the reception of advertising. Individual moderate interview are done with ten persons. These peorsons are not differentiated according any specific criteria. In this thesis is given a view what people consider as ethical and what they think about the ethical issues in advertising. The main contribution of the research is verification of people's different opinions of ethical issues.
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Farrell, Thomas Anthony. "Controversial advertising in the UK : its regulation and practitioner ethical decision making." Thesis, Open University, 2012. http://oro.open.ac.uk/54531/.
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This thesis explores the phenomena of controversial advertising, its regulation, and the ethical dimensions of its practice in a UK. context. The £19bn advertising industry is a major contributor to the British economy, helping to stimulate consumer demand, market competition and employment (IPA, 2012). Despite these benefits, advertising is often criticised for its negative social consequences. Controversial advertisers utilise content or tactics that breach acceptable standards of society (Harker et al., 2005). Controversial advertising practices include: shocking, offensive or distressing content or tactics (Waller et al., 2005); deceptive or misleading advertising claims (Preston, 1996); or harmful social consequences (Pollay, 1986). The UK advertising industry use self-regulation via voluntary codes of practice to maintain acceptable standards; address stakeholder complaints and forestall government intervention (CAP, 2012). Before advertising is placed, media clearance and pre-vetting procedures are also common. However, despite these controls, over 25,000 complaints are received by the Advertising Standards Authority (ASA) every year and on average 2,500 campaigns annually are found in breach of the code (ASA, 2012). This raises questions as to the ethics of controversial advertising practice and the effectiveness of its regulation. This research employs exploratory interpretive methods to makes sense of practitioner ethical decision making (EDM) involved in creating, pre-vetting and regulating controversial UK advertising. New findings highlight the importance of proactive clearance rather than post-complaint regulation. The code of advertising represents a fluctuating line to be pushed at, rather than acting as a moral brake on malpractice. Practitioner EDM is built from the collective interactions of actors, not the actions of individual decision makers or organisations, thus advertising practitioners become myopic to their stakeholder responsibilities. The thesis presents a new 360 degree model of the advertising process from creation through to regulation. The research has important implications for academic, marketing and advertising and regulatory practitioners.
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Bonnet, Claire. "FEMME: extinct stereotypes." Thesis, Konstfack, Grafisk design & illustration, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:konstfack:diva-6950.
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My research is about stereotypes of women. Responding to scepticism towardsfeminist movements, my degree project aims to challenge the power structure of today’s Western society. How does visual communication play a big role in creating and/or reproducing inequalities? I have created a retro-futuristic exhibition, placed in an imaginary museum. In a utopian world based in 2050, the exhibition femme: extinct stereotypes, aims to show, explain and deconstruct how women were portrayed around 2020; how society and (pop)culture were deforming humans into stereotypical women.I have created a speculative scenario through different objects and artifacts displaying the expectations and instructions on how women should or should not behave. By showcasing the past and its conventions, this retro-futuristic exhibition questions their normality and rationality.
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Ferreira, André Luis do Nascimento. "A INFÂNCIA NO TUBO DIGITAL: FELICIDADE VIA CONSUMO?" Universidade Federal Fluminense, 2017. https://app.uff.br/riuff/handle/1/5586.
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Este trabalho discute a associação da ideia de felicidade à promoção do consumo pelos youtubers mirins – crianças que produzem conteúdo audiovisual dirigido a outras crianças através da plataforma de vídeos YouTube. Utilizando a análise do discurso e análise de conteúdo como ferramentas metodológicas, busca-se compreender se e de que forma ocorre esta associação. No percurso da pesquisa, busca-se também compreender que elementos caracterizam a presença de abordagem de promoção do consumo, que elementos configuram a presença da felicidade como argumento e que elementos estabelecem elos entre estes dois campos. Esta discussão é realizada com o apoio de revisão bibliográfica que contempla estudos sobre desenvolvimento infantil, caracterização da infância na sociedade, sociedade de consumo, felicidade e consumo, publicidade infantil, marketing infantil, mídia e infância, infância e Internet, e também sobre o papel do YouTube no contexto midiático contemporâneo. A amostra foi composta apenas de vídeos que possuíam algum tipo de indução implícita ou ostensiva ao consumo. Foram analisados ao todo nove vídeos, sendo que todos figuram entre os mais assistidos dentro dos três canais mais populares de youtubers mirins brasileiros. Ao final da pesquisa, foi constatado a presença de elementos discursivos que associam a felicidade ao consumo em todos os vídeos analisados, com presença de ruído em apenas um destes vídeos.
This work discusses the association of the idea of happiness with the promotion of consumption by the kid youtubers – children who produce audiovisual content directed to other children through the YouTube video platform. Using discourse analysis and content analysis as methodological tools, it is sought to understand if and how this association occurs. In the course of the research, it is also sought to understand which elements characterize the presence of a consumer promotion approach, which elements configure the presence of happiness as an argument and which elements establish links between these two fields. This discussion is carried out with the support of a bibliographic review that includes studies on child development, characterization of childhood in society, consumer society, happiness and consumption, children's advertising, children's marketing, media and childhood, childhood and the Internet, and also on the part represented by YouTube in the contemporary media context. The sample was composed only of videos that had some type of implicit or ostensive induction to consumption. A total of nine videos were analyzed, all of which are among the most watched within the three most popular channels of Brazilian kid youtubers. At the end of the research, it was verified the presence of discursive elements that associate happiness with consumption in all analyzed videos, with presence of noise in only one of these videos.