Universitat Internacional de Catalunya
Ethics
Other languages of instruction: English, Spanish,
Teaching staff
Email.
Introduction
Ethics is a course that aims to identify, analyse, and address the different ethical issues that affect decision-making by advertising and public relations professionals.
Pre-course requirements
No.
Objectives
- To understand the ethical and deontological foundations required for the responsible practice of advertising and public relations.
- To understand the main ethical and deontological concepts applicable to the field of commercial communication.
- To analyse the principles that guide professional practice based on responsibility, integrity, and quality.
- To apply ethical and deontological criteria to decision-making in the professional practice of commercial communication.
- To identify and resolve the main ethical dilemmas that may arise in the practice of advertising and public relations.
Competences/Learning outcomes of the degree programme
- CN02 - Recognise the textual, graphic and audiovisual expressive and narrative resources used to create effective persuasive messages in advertising and public relations.
- CN04 - Critically analyse political, social and historical events, as well as national and international institutions.
- CP03 - Apply ethical and professional standards in advertising and public relations practice, respecting the fundamental right to equality between women and men, promoting human rights, a culture of peace and democratic values, including the use of inclusive, non-discriminatory and stereotype-free language.
- CP11 - Apply the principal methodologies of scientific research to the field of advertising and public relations.
- HB01 - Analyse relevant data obtained from multiple sources using a range of research and documentation methods.
- HB02 - Use a range of media research and documentation resources.
- HB05 - Use advertising language and narrative techniques to develop persuasive messages for advertising and public relations campaigns.
- HB10 - Apply the legal and ethical framework to the production of advertising and audiovisual content for digital and multi-platform environments.
Learning outcomes of the subject
Students will be able to:
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To identify the different theories in the fields of advertising and public relations.
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To explain the historical development of advertising and public relations.
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To address the challenges of the advertising profession ethically, with autonomy and responsibility.
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To define basic concepts in academic research and identify the main theories, methodologies and research areas in the field of communication.
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
Bibliography and resources
Agejas, J. Á., & Serrano Oceja, F. J. (2002). Ética de la comunicación y de la información. Ariel.
Capriotti, P. (2021). DircomMAP: Dirección estratégica de comunicación. Bidireccional.
European Association of Communication Directors. (2023). European Communication Monitor 2023. EACD.
Gregory, A., & Willis, P. (2019). Strategic public relations leadership. Routledge.
Holtzhausen, D. R., & Zerfass, A. (Eds.). (2015). The Routledge handbook of strategic communication. Routledge.
Parsons, P. J. (2008). Ethics in public relations: A guide to best practice. Kogan Page.
The Page Society. (2023). The new CCO: Transforming enterprises in a changing world.
Xifra, J. (2020). Corporate communication, public relations and reputation management. Routledge.