عنوان مقاله [English]
Nowadays, advertisement is widely present in the area of information communication and constitutes an important part of the works related to the media and is actually considered a vital resource for the economy of the media. Business companies embark on huge investments on advertisement so that they can increase their sales and the media accept their offers for their own economic benefit. Since one of the main reasons for being successful in advertisement is the degree of impact of the advertised goods on its target audience, so there should be no obstacle in the way of making this effect inefficient. If in advertisement the ethical points are not taken into account, there is a possibility that the credibility of the media and the goods be destroyed among the people.
If we take a close look on history we find out that the superpowers have been keeping themselves in the power because of only three reasons: 1- advertisement, 2- military weapons, 3- information.
Doubtlessly, from these three reasons, advertisement has been the most important one in the course of history.
Indeed, we can say that ethics has been crucial for advertisement and without professional ethics which is definitely a social responsibility, it is also necessary for getting the people’s trust, finding customers for the goods and marketing reasons. All of these points should be considered when dealing with ethics when advertising.
The pivotal concern of this study is the values and ethical principles in advertisement. This
Study has been conducted according to a library method and there has been an attempt to view the problem from different angels