RESEARCH ON ADVERTISING ETHICS - PAST, PRESENT, AND FUTURE

Research on advertising ethics, as revealed by a search of the ABI/Inf orm database, shows that advertising ethics has been, and continues to be, a mainstream topic in advertising research. Present beliefs about such research, as expressed by a random sample of academicians in the American Academy of Advertising, include the belief that practitioner s are uninterested in ethics research. Beliefs about the future of suc h research, as forecast by the same academicians, include the need for better measures related to ethics. Other promising research topics ar e use of deception, advertising to children, ads for legal vices, nega tive political ads, and stereotyping in ads.