The Narrative Paradigm as a Perspective for Improving Ethical Evaluations of Advertisements

Abstract

Recently, an increased number of advertisements have been questioned as being potentially unethical. Because of complaints from academicians, special interest groups, competitors, and broadcasters, certain advertising campaigns have been pulled from the media. The fact that potentially unethical ads are reaching the marketplace suggests that current methods of ad evaluation may be inadequate for some of today's controversial or innovative campaigns. The authors introduce the narrative paradigm as a possible solution or tool for discerning potentially unethical aspects of advertisements. A narrative approach to the evaluation of ad messages can reveal inconsistencies between the ad and the intended or influential audiences before the damaging effects of inappropriate campaigns occur.

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