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dc.contributor.authorSchroeder, Jonathanen_GB
dc.contributor.authorBorgerson, Janet L.en_GB
dc.contributor.departmentUniversity of Exeteren_GB
dc.date.accessioned2008-07-28T11:23:16Zen_GB
dc.date.accessioned2011-01-25T10:26:53Zen_GB
dc.date.accessioned2013-03-19T16:02:35Z
dc.date.issued2005-10-01en_GB
dc.description.abstractThis paper offers an ethical analysis of visual representation that provides criteria for and sheds light on the appropriateness dimension of marketing communications. It provides a theoretically informed framework for recognizing and understanding ethical issues in visual representation. An interdisciplinary conceptual review and analysis focuses on four representational conventions, synthesizing ethical concerns, to provide a broader context for recognizing and understanding ethical issues in marketing representation: face-ism, idealization, exoticization and exclusion. This framework is discussed and applied to marketing communications. It argues that valuations of communication appropriateness must be informed by an awareness of the ethical relationship between marketing representations and identity. It is no longer satisfactory to associate advertising solely with persuasion, rather advertising must be seen as a representational system, with pedagogical as well as strategic functions. We conclude by discussing the theoretical, research, and managerial implications that arise from an ethics of visual representation. Urges moving beyond an advertising = persuasion model to encompass representation and culture in marketing communication studies. Contributes to understanding the ethical implications of marketing communication. Challenges marketers and researchers to broaden their conception of marketing communication to one more consistent with an image economy.en_GB
dc.identifier.citationVol. 22, No. 5, 2005 , pp. 578-600(23)en_GB
dc.identifier.doi10.1108/02651330510624408en_GB
dc.identifier.urihttp://hdl.handle.net/10036/33394en_GB
dc.language.isoenen_GB
dc.publisherEmeralden_GB
dc.subjectadvertisingen_GB
dc.subjectconsumer behaviouren_GB
dc.subjectethicsen_GB
dc.subjectimageen_GB
dc.subjectinternational marketingen_GB
dc.subjectsocial responsibilityen_GB
dc.subjectvisual communicationen_GB
dc.titleAn ethics of representation for international marketingen_GB
dc.typeArticleen_GB
dc.date.available2008-07-28T11:23:16Zen_GB
dc.date.available2011-01-25T10:26:53Zen_GB
dc.date.available2013-03-19T16:02:35Z
dc.identifier.issn02651335en_GB
dc.identifier.issn00000000en_GB
dc.identifier.issn1472-2939en_GB
dc.descriptionPre-print; authors' draft originally issued as working paper in 2004. Final published version available at https://doi.org/10.1108/02651330510624408en_GB
dc.identifier.journalInternational Marketing Reviewen_GB


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