การพัฒนาเกณฑ์การวัดจริยธรรมของนักโฆษณา

Abstract

This study has been conducted with the objectives : (1) to develop the scale for measuring advertising practitioners’ ethics and (2) to measure the ethical level of advertising practitioners. The measurement scale of advertising practitioners’ ethics has been developed from the result of the documentary research and the in-depth interview. The result from the first one showed the advertising ethical dilemma and the second one identified the advertising practitioners’ decision toward the dilemma. As the output of this part, the measuring scale consisted of the questions that examine the advertising ethical knowledge and the reason behind the advertising practitioners’ decision making on dilemma. In order to measure the ethical level of advertising practitioners, this study used the measurement scale of advertising practitioners’ ethics as a tool to survey the advertising practitioners. The result found that the subjects are divided into three groups. Most of them are in medium ethical level, followed by high ethical level and low ethical level respectively. This scale can be used to measure the ethical level of each advertising practitioner.