廣告從業人員專業道德認知研究

Advertising Practicionrs' Perceptions of Professional Ethics

針對台灣廣告綜合代理從業人員，本研究探討之主題為廣告人在工作上所面臨之道德困擾或矛盾。在回收的120份問卷中，除了32.5％的受訪者表示，未曾在工作上經歷過個人道德標準的衝突外，另67.5％之受訪者回覆道德挑戰經常出現於工作中。依受訪者所提出之頻率，問題依次為：(一)產品本身的性質，(二)廣告的內容，(三)公司與客戶的關係，(四)市場調查的可信度，(五)回扣之收取，及(六)服務品質等。

A survey was conducted on the advertising practitioners in Taiwan concerning their experiences of ethical challenges at work. Among 120 respondents, while 32.5％ responded that ethical problems did not exist, 67.5％ admitted that ethical decision was a commonplace at work. Based on the number being mentioned, those ethical problems are:(1)product-related,(2)the message of advertisements,(3)agency-client relationship,(4)the creditability of research,(5)undertable rebate and,(6)the quality of service.