The Ethical Judgment of an Advertisement and its Effects

Abstract

Occasionally marketers develop advertisements that many consumers find unethical. For example, some ads contain nudity, suggestive poses, and even embedded figures and words, all of which some consumers find unethical (Widing, et al. 1991). Despite the use of such questionable ad content, the relationship of the ethical judgment of an ad and consumer responses to the ad has received relatively little attention. The purpose of the current research is to fill this void by examining the relationship of ethical judgment of an advertisement and selected advertising effectiveness response variables.

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