The Ethical Dilemma of Advertising - Yehia, Ayat;Tantawi, Passent;El Sahn, Mohamed Farid
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Sex sells, but should it? This is one of the great myths of Ethical Advertising. As it has been a major phenomenon over the past few decades. This work presents a qualitative study regarding the consumers perspective of what is ethical and what is not in TV advertising within the Egyptian context. The purpose of this study is to determine how consumers judge a TV ads ethical nature and what criteria their judgments are based on. The study will also look at how they respond to the different unethical practices of TV advertising and how Egyptian consumer perceive and respond to each of them.

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Produktbeschreibung
Sex sells, but should it? This is one of the great myths of Ethical Advertising. As it has been a major phenomenon over the past few decades. This work presents a qualitative study regarding the consumers perspective of what is ethical and what is not in TV advertising within the Egyptian context. The purpose of this study is to determine how consumers judge a TV ads ethical nature and what criteria their judgments are based on. The study will also look at how they respond to the different unethical practices of TV advertising and how Egyptian consumer perceive and respond to each of them.
Autorenporträt
Ethics play a role in advertising. It continues generating a great deal of attention and therefore the role of the educator is becoming an important factor for advertising. This research is exploratory in nature. It adopts a mono qualitative method (focus groups) to explore the Ethical Nature of TV Ads: Qualitative Study of Consumer Attitude.