The ethics of advertising to children has been identified as one of the most important topics worthy of academic research in the marketing field. A fast growing advertising technique is product placement, and its use in children's films is becoming more and more common. The limited evidence existing suggests that product placements are especially potent in their effects upon children. Yet regulations regarding placements targeted at children are virtually non-existent, with advertising guidelines suggesting that it remains the prime responsibility of (...) the parents to provide guidance for children. This study measured the ethical evaluations of parents in the UK and Canada regarding product placements in children's films. After exposing parents to a four-type typology of product placements, results show that explicit placements of ethically charged products were perceived as the most unethical type of placements. Parents in the UK were more sensitive to the use of the technique and there was a significant difference in relativism between the two groups. Both sets of respondents would like to see more regulation on the use of placements, especially placements of alcohol, tobacco and fast foods. (shrink)

This study examines the impact of a social desirability response bias as a personality characteristic (self-deception and impression management) and as an item characteristic (perceived desirability of the behavior) on self-reported ethical conduct. Findings from a sample of college students revealed that self-reported ethical conduct is associated with both personality and item characteristics, with perceived desirability of behavior having the greatest influence on self-reported conduct. Implications for research in business ethics are drawn, and suggestions are offered for reducing the effects (...) of a socially desirable response bias. (shrink)

Despite a growing population of older people, traditional prejudices against age continue to flourish in society. The media in particular are often guilty of ageism, persistently focusing upon the ‘youth market’, and advertisers are particular offenders. By ignoring older people, or using them as caricatures, the advertising industry not only violates its ethical responsibilities to this group within the community, but also overlooks the commercial opportunity presented by the new generation of older consumers. The article presents research into UK print (...) media which shows that older people tend not to be featured in advertisements in mainstream publications, but are prominent in advertisements in publications for the over‐fifties. The issues this raises in terms of the duty of advertisers to respect the rights of older people are discussed, along with the commercial imperative to provide more appropriate images of older people in UK advertising. (shrink)

This paper provides strong evidence challenging the self-interest assumption that dominates the behavioral sciences and much evolutionary thinking. The evidence indicates that many people have a tendency to voluntarily cooperate, if treated fairly, and to punish noncooperators. We call this behavioral propensity “strong reciprocity” and show empirically that it can lead to almost universal cooperation in circumstances in which purely self-interested behavior would cause a complete breakdown of cooperation. In addition, we show that people are willing to punish those who (...) behaved unfairly towards a third person or who defected in a Prisoner’s Dilemma game with a third person. This suggests that strong reciprocity is a powerful device for the enforcement of social norms involving, for example, food sharing or collective action. Strong reciprocity cannot be rationalized as an adaptive trait by the leading evolutionary theories of human cooperation (in other words, kin selection, reciprocal altruism, indirect reciprocity, and costly signaling theory). However, multilevel selection theories of cultural evolution are consistent with strong reciprocity. (shrink)

Concerns about children's ability to fully comprehend and evaluate advertising messages has stimulated substantial research and heated debate among scholars, business leaders, consumer advocates, and public policy makers for more than three decades. During that time, some very fundamental questions about the fairness of marketing to children have been raised, yet many remain unresolved today. With the emergence of increasingly sophisticated advertising media, promotional offers and creative appeals in recent years, new issues have also developed. This paper provides a basis (...) for further examination of some the key questions in this area, and suggests how children's advertising research can be employed to illuminate them. (shrink)

This paper identifies the ethical issues involved with women's advertising, and argues that ads can be successful in generating sales without portraying women as things or as mere sex objects, and without perpetuating various weakness stereotypes. A paradigm shift in advertising appears to be at hand. This new model replaces images of women as submissive or constantly in a need of alteration, with a move to reinstate beauty as a natural thing, not an unattainable ideal. This paper also reviews general (...) ethical issues of the advertising industry, including: (1) that advertising equates the pursuit of material gain with human happiness; (2) that advertising pushes its own values, artificial or false as they may be, as to what is "good" for the consumer; (3) that advertising plays on physical appetites and the body; (4) that advertising strives to bypass rational thinking, by desensitizing the viewer and playing on group dynamics. (shrink)

In this paper I present a moral account of the legal notion of deceptive advertising. I argue that no harmful consequences to the consumer need follow from a deceptive advertisement as such, and I suggest instead that one should focus on the consequences of permitting the practise of deceptive advertising on society as a whole. After a brief account of deceptive advertising, I move to discuss the role of the reasonable person standard in its definition. One interpretation of this standard (...) is empirical, aiming to objectify the quality of misleadingness in the advertisement. I offer an alternative normative interpretation which aims to draw the line between the advertiser's responsibility and that of the consumer, between misleading and miscomprehension. I then examine and reject several possible moral grounds for condemning and prohibiting deceptive advertising. These include: harm, in the sense of welfare, to the misled consumer; harm to competitors; and a violation or a reduction of the consumer's autonomy. Finally, I explain how the effect of the practise of deceptive advertising on society as a whole should inform our normative line-drawing between misleading and miscomprehension, and how it provides the basis for the moral evaluation of deceptive advertising. (shrink)

Reciprocity is a fundamental aspect of social life, and a phenomenon studied from a wide variety of philosophical, theological, and social scientific perspectives. In this study, we use social exchange theory to investigate why employees help other employees. We hypothesize, based on the norm of reciprocity (Gouldner, 1960), that a significant cause of an employee''s helping behavior is how much organizational citizenship behavior (OCB) the employee has received from coworkers. To provide evidence of the discriminant validity of OCB received as (...) an antecedent of helping behavior, we also assess its effects on another form of extra-role behavior, voice, as well as in-role performance. We found, in a sample of 157 employee-supervisor dyads, that OCB received was related to helping behavior after controlling for several antecedents of helping behavior identified in past research, and was less related to voice and in-role behavior, as hypothesized. Implications for theory and practice are presented. (shrink)

For a long time, female endorsers in advertising have been doing product information promotion in the market. However, with more and more highly educated women participating in the labor force, the conception of feminist depictions in advertising have become a perplexing issue. The traditional female role portrayals or stereotypes of the past are not able to totally reflect the expectations, behavior, attitudes, and beliefs of contemporary women. The author collected print ads as data from three types of the highest circulation (...) magazines: foreign women’s magazines, domestic women’s magazines, and domestic management magazines subscribed to in Taiwan to investigate what were the favorite feminine patterns and feminist depictions in a traditionally masculine society. The results showed classical beauty and girl-next-door images were “acceptable” gender-role behavior exposed highly in domestic magazines, which might contribute to conservative Confucian beliefs. On the other hand, being trendy was a significantly high preference for contemporary feminist depictions in foreign women's magazines; it might be considered as being due to the increased educational level of women and female labor participation rate in the work place as well as upgrading of social status. (shrink)

Despite a growing population of older people, traditional prejudices against age continue to flourish in society. The media in particular are often guilty of ageism, persistently focusing upon the ‘youth market’, and advertisers are particular offenders. By ignoring older people, or using them as caricatures, the advertising industry not only violates its ethical responsibilities to this group within the community, but also overlooks the commercial opportunity presented by the new generation of older consumers. The article presents research into UK print (...) media which shows that older people tend not to be featured in advertisements in mainstream publications, but are prominent in advertisements in publications for the over‐fifties. The issues this raises in terms of the duty of advertisers to respect the rights of older people are discussed, along with the commercial imperative to provide more appropriate images of older people in UK advertising. (shrink)

The ethics of advertising to children has been identified as one of the most important topics worthy of academic research in the marketing field. A fast growing advertising technique is product placement, and its use in children's films is becoming more and more common. The limited evidence existing suggests that product placements are especially potent in their effects upon children. Yet regulations regarding placements targeted at children are virtually non-existent, with advertising guidelines suggesting that it remains the prime responsibility of (...) the parents to provide guidance for children. This study measured the ethical evaluations of parents in the UK and Canada regarding product placements in children's films. After exposing parents to a four-type typology of product placements, results show that explicit placements of ethically charged products were perceived as the most unethical type of placements. Parents in the UK were more sensitive to the use of the technique and there was a significant difference in relativism between the two groups. Both sets of respondents would like to see more regulation on the use of placements, especially placements of alcohol, tobacco and fast foods. (shrink)

This paper discusses a test of a hypothetical model of the role of perceived ethical feelings about the use of female nudity/erotic stimuli in print advertising. Specifically, the linkages between perceived ethicalness of the use of the print ad (as measured by the Reidenbach and Robin ethics scale) and attitude toward the ad, brand, and purchase intention are explored.

This research illuminates struggles over cultural definitions of femininity by examining how cultural gatekeepers respond to girls' vocal critique of inauthentic media images. Interviews with 10 editors at two national girls' magazine organizations provide a rare glimpse into their contradictory responses to requests for depicting “real girls.” Editors legitimate and share in the critique, claiming they should change images but cannot. In these accounts, they reveal struggles over altering narrow images of femininity at the organizational and institutional levels. Editors also (...) delegitimate girls' critique as misguided by calling on the media organizations' norms and schemas about how the reader is supposed to understand the images. Paradoxically, here, editors claim that they can change images but should not. Ultimately, the power of girls' resistance is tempered, as both sets of responses lead to the girls' critique being inefficacious in redefining femininity. The study contributes to an understanding of how femininity-defining cultural institutions operate to create and sustain gender stratification. (shrink)

The ethics of advertising to children has been identified as one of the most important topics worthy of academic research in the marketing field. A fast growing advertising technique is product placement, and its use in children's films is becoming more and more common. The limited evidence existing suggests that product placements are especially potent in their effects upon children. Yet regulations regarding placements targeted at children are virtually non-existent, with advertising guidelines suggesting that it remains the prime responsibility of (...) the parents to provide guidance for children. This study measured the ethical evaluations of parents in the UK and Canada regarding product placements in children's films. After exposing parents to a four-type typology of product placements, results show that explicit placements of ethically charged products were perceived as the most unethical type of placements. Parents in the UK were more sensitive to the use of the technique and there was a significant difference in relativism between the two groups. Both sets of respondents would like to see more regulation on the use of placements, especially placements of alcohol, tobacco and fast foods. (shrink)

The children’s market has become significantly more important to marketers in recent years. They have been spending increasing amounts on advertising, particularly of food and beverages, to reach this segment. At the same time, there is a critical debate among parents, government agencies, and industry experts as to the ethics of food advertising practices aimed toward children. The␣present study examines parents’ ethical views of food advertising targeting children. Findings indicate that parents’ beliefs concerning at least some dimensions of moral intensity (...) are significantly related to their ethical judgments and behavioral intentions of food advertising targeting children as well as the perceived moral intensity of the situation. (shrink)

Product placement, the practice of placing brands into non‐advertising media, is a growing marketing phenomenon, which has received relatively little attention from business ethicists. Such attention is timely because the UK regulatory framework for television product placement is under review at the time of writing. In this paper, we seek to locate product placement in relation to traditional frameworks of marketing ethics. We suggest that this location is problematic because product placement is a form of marketing communication in which the (...) message, the sender and the precise intention behind a brand seen in a television (TV) show, movie or computer game are often implicit. We suggest that the possibilities for an ethically principled regulation of product placement rest on two key issues: (1) the extent to which programme makers, media owners and brand owners make their product placement strategies explicit to audiences, and (2) the degree of commercial sophistication, which regulators attribute to non‐expert entertainment audiences. (shrink)