Assessment on Ethics of Advertising in Ethiopian Television Amharic Program
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Date
2010-01
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Addis Ababa University
Abstract
Advancement in technology has expanded the number of television options advertisers
can use fO deliver their me age to audiences. Advertising ethics as a terminology
wa characterized as an oxymoron. Yet companies do not have to compromise in
being ethical or profitable, but the ideal situation would be to combine both elements.
For adverti ing to be effective, consumers must have confidence in it. So continued
deception, as it eems common in ETV promotion, is self-defeating. Thi research is
aimed at investigating Television Advertising in Ethiopia with special emphasis to
ethics of Advertising. This study ha some purposes like, to provide information in
The area at least to encourage other re earchers, and to help advertisers change their
view of ads on their ethical ide and making them less deceitful and ethically sound,
and also to help Ethiopian television program editors to evaluate messages
emphasizing on their ethical soundness. Descriptive study for the assessment of ethics
on television advertising has been conducted by using questionnaire and interview as
major data collection instruments. Accordingly, the study reveals that ETVads have
been conducted with out any strong regulations and considering ethics of
adverlisement ha not got the necessary attention. The study also indicates most
advertising agencies enter to the advertising business just for the sake of obtaining
income without any knowledge in the area. As a result most of the advertisements
transmitted in Ethiopian television do not fulfill the ethical standards of advertising
since they are exaggerated and are full of deceitful information. Based on this
indication, the study concludes that there are problems of Ethics in ETV resultedfrom
many factors. Finally the study recommends some solutions to be practiced by the
government to enact strong code of conduct, advertising agencies and customers of
ETV to minimize the violation of ethics of adverting by providing training for
agencies and consulting contemporary theories on advertising which are most
applicable for internationaL media and adapting it to Ethiopian context.
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Ethiopian Television Amharic Program