COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Utilize Ethical Theories in Advertising: Helping Creatives and Target Audiences Make Better Decisions
Creator:
Yang, Xiaowen
Subject:
Thesis (M.F.A.) -- Advertising
Subject:
Savannah College of Art and Design -- Department of Advertising
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
"This paper will explore the effects ethical theories have on an advertising creative while approaching a brief and deciding on a strategy to solve the problem: that sometimes people who need psychotherapy the most are the people who cannot afford it. Three ethical theories, utilitarianism, categorical imperative, and virtue theory will be researched and paired with advertising-related examples to help readers understand them from an advertising perspective. An online survey is conducted and results show executions made under the influence of an ethical theory, categorical imperative, impact audience action differently. At the end of the paper, I will discuss how my motive for this research shifted after I finished studying the chosen ethical theories. My objective is to put ethical theories functionality to the test with my current advertising experience, and eventually, hoping it will give the advertising industry another perspective while approaching creative briefs with executions that will lead to positive impacts in society." --Abstract
Keywords: ethical theories, utilitarianism, categorical imperative, virtue, advertising, ethical, creative, psychotherapy, better help, donation, copywriting
Keywords: ethical theories, utilitarianism, categorical imperative, virtue, advertising, ethical, creative, psychotherapy, better help, donation, copywriting
Publisher:
Savannah, Georgia : Savannah College of Art and Design
Date:
2023-05
Format:
1 online resource: 1 PDF (Thesis, 46 pages, color illustrations)