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.
Office A501 left
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
ETHICS PART
Introduction to Ethics.
Lesson 1. What is ethics
Lesson 2. The Good
Lesson 3. The Ends
Lesson 4. Freedom
Lesson 5. Virtues
DEONTOLOGICAL PART
Self-regulation codes in Catalonia, Spain, Europe
Women in adverstising
Underage children and advertising
Self-image and honor in advertising
Teaching and learning activities
In person
The use of electronic devices is not permitted during the theoretical lessons.
Theoretical lessons: Perspectives on general ethics
Workshops: Activities specifically aimed at the deontology of advertising
| TRAINING ACTIVITY | ECTS CREDITS |
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 4 |
| Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). | 2 |
Evaluation systems and criteria
In person
During the course students will turn in about 5 workshops whose papers will constitute one grade. ("workshops" part) **students must take part in every single workshop session in order to turn in the paper to be evaluated** (they may exceptionally miss one single day during the entire course).
At the end of the course, they will take a final exam of all the theoretical content of the course, which will constitute another grade. ("theoretical" part)
The theoretical exam will constitue 60% of the final grade, and the workshop average the remaining 40%.
If a student failed the workshop's average during the course, they can take a "practical part" of the final exam as well to make up for it.
Students must have at least a 5 in each part in order to pass the course (or else, the highest total grade achievable will be 4.75)
The evaluation criteria for the second sitting is the same as for the first sitting. To pass the second call students will be evaluated again ONLY of the parts they have failed.
Note on academic honesty: All work you submit for this course must be entirely your own. The words or ideas of others must not in your written work without giving proper acknowledgement. Plagiarism will not be tolerated in any form. In the event that the professor detects plagiarized work or a student copying during an exam, they will notify the Faculty Board, which will take the relevant measures. That will include automatically obtaining a grade of 0.0 for that subject, moving directly to the next exam.
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).