Advertising and Society

Last updated: September 26, 2014

Ethics: Matters of what is right and wrong, or moral, conduct pertaining to any aspect of marketing communications.

I. Levels of Corporate Responsibility

A. Economic

B. Legal:

C. Ethical


1. Language of ethical dilemmas


2. Tests for solving ethical problems

a. Golden Rule

b. Professional Ethic

c. TV test (Disclosure Rule)

d. Child test

II. Ethical Aspects of Advertising

A. Truth in Advertising

1. Puffery


2. Deceptive Advertising: A three-pronged test by the FTC



B. Advertising to Children


C. Advertising Controversial products


D. Stereotype Perpetuation? Dove

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Copyright © 2013-14 Drew Martin

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This document was last modified September 26, 2014