Advertising Ethics: The Role of the Educator

Abstract Advertising ethics, or the lack thereof, continues to be a controversial subject yet little substantive debate or discussion takes place. While there seems to be a general feeling that ethics are important, clearly another “industry code” is not what is called for. Neither can we preach a set of standards. What are educators to do? The most correct role seems to lie in careful attention to advertising in its social and economic roles and its institutional character. By confronting and considering controversial issues, students are encouraged to develop their own perspectives and ethical positions. Work in this area is important, not only for students, but for the discipline of advertising study. Constructive evaluation and criticism of their institution fosters professional caliber development. There is also a special scholarly challenge for educators in the study of advertising as a socio-cultural institution. There is little work in the area. It is one which has been underemphasized in favor of narrower investigation.