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Abstract
Changing curriculum content requirements, based on shifting global perspectives on corporate behavior and capitalism as well as business school accreditation requirements, mean that many marketing instructors have attempted to introduce discussions of organizational ethics, corporate social responsibility, and corporate governance into their classes. How these issues are addressed will, of course, depend on the instructor, the course, the level of the students, and the time available during the course to discuss the issues. Whether ethical issues in marketing are introduced as part of an existing class discussion, as a separate weekly subject topic, or as an entirely dedicated course, we recognize that it can be difficult to get students actively engaged and involved. In this paper, we present an alternative and interactive in-class exercise using group analysis and discussion of imagery and symbolism—understood as a reflection of public sentiment—in political cartoons. We introduce theories of cartoon analysis as social commentary, describe the exercise and methods, and then illustrate an example of the exercise as conducted with our own students. We conclude by noting the method’s limitations and considering alternative pedagogical applications of the analytical framework.
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