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Journalism & Mass Communication Educator

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Advertising Ethics

Jami A. Fullerton, Alice Kendrick, and Lori Melton McKinnon

Journalism & Mass Communication Educator 2013 68:1, 33-49

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Advertising Ethics

Jami A. Fullerton, Alice Kendrick, and Lori Melton McKinnon

Journalism & Mass Communication Educator 2013 68:1, 33-49

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Advertising Ethics: Student Attitudes and Behavioral Intent

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Jami A. Fullerton¹

1Oklahoma State University, Tulsa, OK, USA
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, Alice Kendrick²

2Temerlin Advertising Institute, Southern Methodist University, Dallas, TX, USA
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, Lori Melton McKinnon¹

1Oklahoma State University, Tulsa, OK, USA
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First Published January 17, 2013 Research Article

https://doi.org/10.1177/1077695812472894

Article Information

Volume: 68 issue: 1, page(s): 33-49

Article first published online: January 17, 2013; Issue published: March 1, 2013

Jami A. Fullerton¹, Alice Kendrick², Lori Melton McKinnon¹

¹Oklahoma State University, Tulsa, OK, USA

²Temerlin Advertising Institute, Southern Methodist University, Dallas, TX, USA

Corresponding Author: Jami A. Fullerton, Oklahoma State University, 700 N. Greenwood Ave., Tulsa, OK 74106, USA Email: jamia@okstate.edu

Abstract

A national survey of 1,045 advertising students measured opinions about the ethical nature of advertising and ethical dilemmas in the advertising business. More than nine out of ten students agreed that working for a company with high ethical standards was important. Students rated all twelve workplace dilemmas presented as somewhat unethical. For ten of the twelve scenarios, student attitude toward the ethicality of the described action and behavioral intent were inconsistent. Implications for advertising educators and for professionals are discussed.

Keywords

advertising, education, ethics, attitudes, students

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