ABSTRACTNative advertising is among the most ethically charged strategies of digital communications. The ethical controversies are inherent in native advertising’s definition—paid advertising that is disguised to make readers think it is editorial content of digital publishers. Drawing on moral philosophy, the persuasion knowledge model, the social responsibility of the press theory, schema theory, and psychological reactance theory, this project demonstrated that consumers’ perceptions of native advertising’s deceptiveness increased advertising skepticism, irritation, and avoidance. In contrast, higher media trust resulted in lower (...) perceived deceptiveness, skepticism, irritation, and avoidance. Thus, advertisers and online publishers will benefit from explicit disclosure of sponsorship that is responsible and transparent. (shrink)

A framework is introduced consisting of five baselines of ethical justification for professional persuasive communications. The models provide a conceptual structure by which to identify and analyze the ethical reasoning, underlying justifications, motivations, and decision making in professional persuasive practices. Although the emphasis of this article is on defining the constructs, their ethical soundness as justification for persuasive practices and their usefulness in establishing direction and methodologies for research in persuasive also are addressed.

This study examines the use of disparaging and offensive trademarks and mascots by sports teams. Specifically, this study considers whether the continued use of Native American symbols and mascots in sports comports with the Christians-Nordenstreng conceptualization of social responsibility, which considers the three principles of human dignity, truth-telling, and nonmaleficence. To do this, the article considers the history and arguments both for and against the use of these symbols in sports communication. This article concludes with a discussion of how the (...) use of these trademarks does not fulfill the three principles of social responsibility and what that means for the symbols’ continued use. (shrink)