A Factor Analysis of Advertising Practitioners' Perceptions of Advertising Ethics

Abstract

This research investigated the perceptions of advertising ethics among 460 members of the American Advertising Federation. A principal components factor analysis of members' perceptions, measured by 17 statements, produced four factors of “agencies' standards,” “active public responsibility,” “advertising claims,” and “agencies' social responsibility.” These factors, then used as composite independent variables in a forward stepwise multiple-regression analysis, showed that Factor 3 (“advertising claims”) was the best predictor of the application of deontological (or nonconsequential) ethics to ethically troublesome situations in advertising. Implications of these results for advertising ethics are outlined and suggestions for further research are offered.

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