Holly Friedel
hf004717@ohio.edu
Principles
of Advertising
When
thinking of ethics, especially in journalism, the thought of ethics in
advertising is an afterthought, whereas it is the first thing that comes to
mind when diving into a news story.
Advertising
follows an ethics code, with nine principles. The principles assist with
the ever changing advertising world because new technologies create easier ways
to share these advertisements. The Institute of Advertising Ethics (IAE) says
that it "puts consumers and
communities at the center of the impending marketplace redesign."
IAE works to bridge the gap - collaborating with a diverse
group of leading consumer advocates, seasoned government officials,
distinguished academics, and leading ethical market participants. Check out
more on the history
of the IAE.
I think an important principle of the ethics of advertising
is the eighth principle from the Institute for Advertising Ethics. That
principle reads, "advertisers should follow federal, state and local
advertising laws, and cooperate with industry self- regulatory programs for the
resolution of advertising practices." I think it stands out from news and
information journalism ethics because news writing emphasizes truth, but
advertising is the only journalistic communication that is regulated by laws to
protect vulnerable consumers such as children.
With advertising, I think the truth can be tricky
because as we know, some unethical advertisers promote products that do not
work the way advertisements say they do. So, having an ethical principle
focusing on law is important because laws connect to morals, which is important
for a company to have and show to consumers.
Brands also gain trust for having ethical principles,
which increases overall sales for them. In some ways, it reminds me of the food
chain, which is a linear network of producers and consumers. Another article
emphasizing the importance of ethics is :Importance
of Ethics. It encompasses what the IAE is all about.
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