Measuring the Correlation between Ethical Dimensions of Advertisement and Development of Society

Syed Hussainy (), Syed Luqman Hakim and Muhammad Adil Khan
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Syed Luqman Hakim: Assistant Professor Hamdard Institute of Management Sciences Hamdard University

KASBIT Business Journals (KBJ), 2014, vol. 7, issue Special Issue, 23-35

Abstract: Around the world, the advertising industry has contributed many job opportunities and it creates employment for millions of people. At the same time, the messages of products, which are communicated through advertising mediums have affected the behaviors of vast number of customers. Advertisers in the contemporary world spend more than three hundred and fifty billion dollars per year and this figure is increasing by the passage of time. According to a researcher advertisers generally use advertising to communicate the merits of their specific brands in order to increase the acceptability or purchase of their promoted product although some advertising messages are designed to communicate messages through which moral or ethical behaviors are intended to be modified. Advertising serves many economic and social objectives but the flip side of advertising is that it influences behaviors of its viewers that may not be ethically appropriate. It may induce materialism and individualism among its audience. This research is an attempt to investigate the relationship of advertisement with culture values, promotion of individualism and materialistic behavior. The paper attempts to investigate into the ethical dimension of advertising. For conducting primary research a sample of 350 respondents was selected and the data was statistically tested though chi-square model.

Keywords: Advertising; roles of advertising; moral values; ethical values; cultural impact; social impact; materialistic culture and selfishness. (search for similar items in EconPapers)
JEL-codes: M14 M37 (search for similar items in EconPapers)
Date: 2014
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