Project Ethik der Werbung in Zeiten des medialen Wandels

Basic data

Title:
Ethik der Werbung in Zeiten des medialen Wandels
Duration:
01/12/2013 to 31/03/2016
Abstract / short description:
Advertisement and ethics seem to be category groups and research areas with opposing concerns: The image of advertisement is that it persuades and manipulates the potential purchaser through lies, delusions, whitewashing, and exaggerations – with the one and only goal of selling the advertised product. To cut the long story short: the image of advertisement is to ignore and disregard every ethical principle there is.

In fact, the situation is not quite as bad. There are a number of self-regulatory organizations in the advertising sector. Their central task is to supervise advertisement itself, so that it is in accordance with ethical principles. But there is a fundamental lack of research concerning ethical beliefs, values – and effects of underlying working conditions of advertising practitioners themselves. However, these reflections could be regarded as the most important field of research: It is the starting point of advertisement.

Therefore, the research project “Ethics of advertisement in times of medial change”, funded by the DFG, focuses on advertiser’s moral and basic convictions. Firstly, we will conduct a content analysis of advertising magazines. Secondly, we will interview advertisers and ask them for their opinions. Many questions in the process of production, planning and distribution of advertising are moral and ethical issues.

In times of increasing importance of so called “new media”, and especially highly advanced possibilities of tailor-made advertisement for specific individuals, it is all the more crucial to focus on advertisement on the internet.

To conclude: one of the core hypotheses of this research is that there may be a “moral myopia”[1] on the side of the advertising practitioners, which increases in times of changing media. This would raise important ethical questions, and therefore this project has the aim of making a contribution to research and further development in the field of advertising ethics.
Keywords:
advertising
Werbung
digitale Medien
ethics
Ethik

Staff

Managers

International Center for Ethics in the Sciences and Humanities (IZEW)
Centers
Institute of Media Studies
Department of Philosophy and Media, Faculty of Humanities

Staff

International Center for Ethics in the Sciences and Humanities (IZEW)
Centers
Institute of Media Studies
Department of Philosophy and Media, Faculty of Humanities

Local organizational units

International Center for Ethics in the Sciences and Humanities (IZEW)
Centers
University of Tübingen
Institute of Media Studies
Department of Philosophy and Media
Faculty of Humanities

Funders

Bonn, Nordrhein-Westfalen, Germany
Bonn, Nordrhein-Westfalen, Germany
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