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Die vernachlässigte Produzent*innenethik: How Advertising Practitioners View Ethics: Moral Muteness, Moral Myopia, and Moral Imagination von Drumwright & Murphy
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication (from 2013).ORCID iD: 0000-0002-8504-5691
2023 (German)In: Schlüsselwerke der Werbeforschung / [ed] Tino G. Meitz; Nils S. Borchers; Brigitte Naderer, Wiesbaden: Springer, 2023, p. 235-245Chapter in book (Refereed)
Abstract [de]

Das Schlüsselwerk von Drumwright und Murphy verweist einerseits auf die Vernachlässigung der Produzent*innenethik in der Werbeforschung und andererseits auf die Feststellung, dass viele Werbepraktiker*innen moralisch zu kurzsichtig sind, um sich mit Fragen ethischen Handelns zu beschäftigen oder stumm darin, ihre Bedenken zu äußern. Während theoretische und methodische Ansätze der Erforschung von Werbeethik generell rar sind, wird dies insbesondere für die Meso- und Makroebene betont. So sind organisationale Ansätze zur Erforschung der Werbeethik rar, wären jedoch geboten, da sie berücksichtigen können, inwiefern Organisationskulturen und -strukturen die ethische Entscheidungsfindung von Werber*innen beeinflussen. Das Schlüsselwerk zeichnet sich dadurch aus, dass die Werbeethik aus Perspektive der Verhaltensethik und Organisationskultur analysiert wird, die Mikro- mit der Mesoebene verbindet und analytisch auch die Makroebene miteinbezieht.

Abstract [en]

Drumwright and Murphy's key work points on the one hand to the neglect of producer ethics in advertising research and on the other hand to the observation that many advertising practitioners are morally too myopic to deal with questions of ethical action or mute in voicing their concerns. While theoretical and methodological approaches to researching advertising ethics are generally scarce, this is particularly emphasized for the meso and macro levels. Thus, organizational approaches to researching advertising ethics are rare, but would be warranted, as they can take into account the extent to which organizational cultures and structures influence the ethical decision-making of advertisers. The key text is characterized by analyzing advertising ethics from the perspective of behavioral ethics and organizational culture, linking the micro level with the meso level and analytically including the macro level.

Place, publisher, year, edition, pages
Wiesbaden: Springer, 2023. p. 235-245
Keywords [en]
advertising, ethics
National Category
Media and Communications
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:kau:diva-95053DOI: 10.1007/978-3-658-36508-0_21ISBN: 978-3-658-36507-3 (print)ISBN: 978-3-658-36508-0 (electronic)OAI: oai:DiVA.org:kau-95053DiVA, id: diva2:1763139
Available from: 2023-06-06 Created: 2023-06-06 Last updated: 2025-02-07Bibliographically approved

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Brantner, Cornelia

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