Incorporating Ethical Issues into Marketing Studies: Using Technology to Create Analytical Methodology

Communication students, especially those who plan to become advertising professionals, soon learn that there are a host of ethical concerns that plague the industry: concern over how women and minorities are portrayed; the radical exploitation of sexuality; "green washing" as society becomes more aware of environmental issues; and concerns about advertising unhealthy products—such as tobacco, junk food, and alcohol—to children and residents in low-income neighborhoods. This presentation will demonstrate how technology can support a pedagogical approach that enables students to cooperatively and systematically explore outdoor advertising within their own communities and analyze the related ethical and regulatory issues.