• Login
    • Submit
    View Item 
    •   Repository Home
    • UT Electronic Theses and Dissertations
    • UT Electronic Theses and Dissertations
    • View Item
    • Repository Home
    • UT Electronic Theses and Dissertations
    • UT Electronic Theses and Dissertations
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Applying moral theory in practice : frequently violated moral domains in banned advertisements

    Icon
    View/Open
    JAIRAM-MASTERSREPORT-2012.pdf (961.5Kb)
    Date
    2012-12
    Author
    Jairam, Dhivya
    Share
     Facebook
     Twitter
     LinkedIn
    Metadata
    Show full item record
    Abstract
    This professional report explores Haidt and Joseph's "Moral Foundations Theory" as a framework to better review advertising content to prevent 'offensive advertising' in the advent of standardized global advertising. As a framework, this theory can showcase the levels of morality within any culture across five domains (care, fairness, authority, ingroup loyalty and purity) thus providing marketers and advertisers alike the opportunity to potentially avoid offending target audiences in any culture. Two studies, a text study and a visual study, of banned advertisements' in India, were conducted with regards to why they were banned and what moral domains were violated in each case. The implications of the study for media practitioners were also provided.
    Department
    Advertising
    Description
    text
    Subject
    Moral
    Offensive
    Advertising
    India
    Moral foundations theory
    Culture
    URI
    http://hdl.handle.net/2152/32177
    Collections
    • UT Electronic Theses and Dissertations
    University of Texas at Austin Libraries
    • facebook
    • twitter
    • instagram
    • youtube
    • CONTACT US
    • MAPS & DIRECTIONS
    • JOB OPPORTUNITIES
    • UT Austin Home
    • Emergency Information
    • Site Policies
    • Web Accessibility Policy
    • Web Privacy Policy
    • Adobe Reader
    Subscribe to our NewsletterGive to the Libraries

    © The University of Texas at Austin

    Browse

    Entire RepositoryCommunities & CollectionsDate IssuedAuthorsTitlesSubjectsDepartmentThis CollectionDate IssuedAuthorsTitlesSubjectsDepartment

    My Account

    Login

    Information

    AboutContactPoliciesGetting StartedGlossaryHelpFAQs

    Statistics

    View Usage Statistics
    University of Texas at Austin Libraries
    • facebook
    • twitter
    • instagram
    • youtube
    • CONTACT US
    • MAPS & DIRECTIONS
    • JOB OPPORTUNITIES
    • UT Austin Home
    • Emergency Information
    • Site Policies
    • Web Accessibility Policy
    • Web Privacy Policy
    • Adobe Reader
    Subscribe to our NewsletterGive to the Libraries

    © The University of Texas at Austin