This book provides students and practitioners with a comprehensive
overview of the rules and principles associated with ethical
advertising practices. With extensive research, and a variety of
case studies, and expert opinions, it discusses why advertising
ethics is important both to the consumer and the professional. The
author presents the rules of ethical conduct recommended by the
Institute for Advertising Ethics and demonstrates how these are
applied in practice, examining why ethics is important; what the
ethical dilemmas the industry faces are; and how to motivate better
practices among professionals. The book uses real life stories of
"native advertising," marketing to children, and diversity in
advertising to show how professionals can be inspired to "do the
right thing" for consumers and their companies. Readers will learn
how they can solve ethical dilemmas to their personal satisfaction
in the competitive work environment. This balanced perspective to
the ethical issues that arise in the advertising industry is sure
to resonate with students of advertising and marketing.
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