Universitat Internacional de Catalunya
Ethics and Deontology in Advertising and Public Relations
Teaching staff
By e-mail at wmramirez@uic.es
By appointment: ask for one personally on by e-mail.
At Humanities Faculty Teacher's Lounge
Introduction
Professional Ethics of Advertising and Public Relations is a compulsory subject of 6 ECTS taught in the second semester of the fourth year of the Degree in Advertising and Public Relations. The main objective of this course is to study the different components that affect ethical decisions made by professionals advertising and public relations.
Pre-course requirements
No Facilidades Requisitos Previos para cursar EXISTEN this asignatura, AUNQUE es recomendable Haber cursado previamente Empresa Informativa, Fundamentos de la Comunicación Humana 1, Derecho de la Información, Derechos Fundamentales e Igualdad de Derechos, Comunicación Institucional, Dirección Estratégica y Marketing.
Objectives
This subject is marked as goal to study the basic issues for proper realization of advertising and public relations according to criteria of good professional. This course focuses on the different ethical and deontological concepts themselves in the advertising industry as well as the application of these concepts in the daily work performed by the professional business communication.
Competences/Learning outcomes of the degree programme
- 04 - The ability of self assessment and professional self management
- 05 - The ability to learn autonomously
- 06 - The ability to act autonomously and responsibly
- 08 - The ability to organise time and workspace
- 09 - Lingustic ability in Catalan, Spanish and English
- 10 - The ability to develop an ethical attitude
- 11 - The ability to make judgments and well-argued critical assessments
- 30 - The ability to contextualise and critically analyse current events
Learning outcomes of the subject
Una vez cursada la asignatura Ética y Deontología de la Publicidad y de las Relaciones Públicas, los alumnos:
- Reflexiones con mayor Capacidad crítica sobre la correcta realización de la actividad publicitaria y de las relaciones públicas Según Criterios de buen acero profesional.
- entender mejor el desenvolupament teórico y práctico de los fenómenos publicitario y de las relaciones públicas.
Syllabus
Introduction to Ethics.
Lesson 1. What is ethics
Lesson 2. The Good
Lesson 3. The Ends
Lesson 4. Freedom
Lesson 5. Virtues
Lesson 6. Practical Virtues
Lesson 7. Justice
Teaching and learning activities
In person
Lectures: Perspectives on general ethics.
Workshops: Activities specifically aimed at ethics in information.
Evaluation systems and criteria
In person
During the course students will turn in 4-5 workshops which will constitute one grade.
At the end of the course they will take a final exam.
Students must have at least a 5 in each part in order to pass the course.
If a student has 3 or more behavior reprimands they will not have access to the final exam, which will appear as a NP (numerically, a 0)
The exam will constitue 60% of the final grade, and the workshop average the remaining 40%.
*To pass the second call, students will have to be evaluated again of the parts they have failed. For the following calls, they will need to refer to the updated Student Guide for the new edition of the course.
Bibliography and resources
AGEJAS, José Ángel; SERRANO OCEJA, Francisco José (2002). Ética de la comunicación y de la información. Barcelona: Ariel.
AZNAR, Hugo; CATALÁN, Miguel (2000). Códigos éticos de publicidad y marketing. Barcelona: Ariel.
CODINA, Mónica (2001). De la ética desprotegida. Ensayos sobre deontología de la comunicación. Pamplona: Eunsa.
MARTÍN, Marta; HERNÁNDEZ, Alejandra (2010). Efectos de la deontología de la publicidad en la actitud profesional. Questiones Publicitarias, 1 (15), 99-113.
MEDINA, Mercedes; AN, Soontae (2012). Advertising self-regulation activity: A Comparison between Spain and US. Revista ZER, 17 (33), 13-29.
MEGÍAS, Justo; CABRERA, Leticia (2013). Ética y Derecho en la Publicidad. Granada: Ed. Comares.
MELÉ CARNÉ, Domenec (1998). Ética en dirección comercial y publicidad. Pamplona: Eunsa.
MÉNDIZ, Alfonso (2010). Los valores en la Publicidad: Un nuevo planteamiento ético y comercial. Madrid: IC-Media Ediciones (E-Book PDF: disponible gratis en Internet).
PARSONS, Patricia (2008). Ethics in Public Relations. A guide to best practice. London: Kogan Page.
PATIÑO ALVES, Beatriz (2007). La autorregulación publicitaria. Especial referencia al sistema español. Barcelona: Bosch.
PELLICER, Maite (2011). Ética y publicidad: un binomio polémico. Question, 1 (31).
PELLICER, Maite (2011). Ética y estrategias publicitarias. Por una publicidad ética y veraz. Madrid: Editorial Académica Española.
RAMOS, Fernando (2001). Autorregulación, mediación y consulta previa, la nueva frontera de la ética publicitaria. Revista ZER, 6 (11).
XIFRA, Jordi (2010). Relaciones públicas, empresa y sociedad. Una aproximación ética. Barcelona: UOC.
SEMOVA, Dimitrina (2014). Introducción a la Ética y la Deontología de la Publicidad. Madrid: Visión Ebooks (Ebook PDF DRM).