David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
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Journal of Business Ethics 33 (4):323 - 337 (2001)
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.
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Citations of this work BETA
Chong Ju Choi & Ron Berger (2010). Ethics of Celebrities and Their Increasing Influence in 21st Century Society. Journal of Business Ethics 91 (3):313 - 318.
Chyong-Ling Lin & Jin-Tsann Yeh (2009). Comparing Society's Awareness of Women: Media-Portrayed Idealized Images and Physical Attractiveness. [REVIEW] Journal of Business Ethics 90 (1):61 - 79.
Chong Ju Choi & Ron Berger (2009). Ethics of Global Internet, Community and Fame Addiction. Journal of Business Ethics 85 (2):193 - 200.
Emmanuella Plakoyiannaki, Kalliopi Mathioudaki, Pavlos Dimitratos & Yorgos Zotos (2008). Images of Women in Online Advertisements of Global Products: Does Sexism Exist? [REVIEW] Journal of Business Ethics 83 (1):101 - 112.
M. Hyman (2009). Responsible Ads: A Workable Ideal. [REVIEW] Journal of Business Ethics 87 (2):199 - 210.
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