Advertising Ethics in times of media change.

• Applicants: Dr. Uta Müller; Professor Dr. Guido Zurstiege
• Subject Area: Communication Sciences
• Term: from 2014 to 2016
• Project identifier: Deutsche Forschungsgemeinschaft (DFG) - Project number 249557738

Many critics have observed that advertising is a problematical form of communication which requires a lot of ethical reflection. With a special focus on the German advertising system, this research project will generate insights about the value orientation of advertising practitioners and their self-conception in terms of an occupational applied ethics. The project is based on a collaborative approach between communication science and ethical expertise and aims to explore how advertising practitioners recognize and deal with ethical problems. The outcomes of the project will be given an important impulse to elaborate advertising research in general and the ethics of advertising in particular. The answers given by the project are of high societal relevance and provide an important basis to evaluate the performance of Germany´s media system. Against the background of these first results follow-up projects could be specified.

• DFG Programme: Research Grants