The Ethics of Educational Advertising Research Paper by Champ

The Ethics of Educational Advertising
An analysis of the ethics of educational advertising in Chinese and European markets.
# 98857 | 25,041 words | 34 sources | APA | 2007 | US

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This paper investigates the ethical considerations considered to be the most important to consumers when advertising in countries where the market has mixed religious and secular moral traditions. Specifically, the study investigates what advice should be provided to client companies regarding marketing ethical sensitivities for Chinese customers. It compares the differences, if any, between Chinese and European markets in respect to the offensiveness of the execution of the promotional material. It then links this to religious affiliation, temporality orientation and polychronicity. A summary of the research, conclusions, and recommendations for business leaders in China and Europe are provided in the conclusion.

Table of Contents:
Statement of the Problem
Purpose of Study
Importance of Study
Research Methodology
Rationale of Study
Overview of Study
Key Words
Review of the Related Literature
Data Analysis
Summary and Recommendations

From the Paper:

"4. As noted above, because Germany represents the largest trading partner with China of the current EU members, Chinese business leaders should concentrate on training their marketers in German customs and business practices - and the language itself wherever possible - and their German counterparts should likewise do the same for China according to the similar and dissimilar cross-cultural factors identified by Hofstede and their own empirical observations. Given the complexities of the Chinese language, and the polyglot of languages spoken throughout the European continent, and the enormity of the Chinese geographic area and its vast range of unique differences, though, it is reasonable to assume that a lingua franca of English and perhaps French in such marketing initiatives will continue to prevail for negotiating purposes, and there will be an increasing reliance on local national Chinese interpreters to help EU marketers better present their advertising materials in a fashion that is inoffensive to Chinese students' aesthetic and cultural sensibilities."

Sample of Sources Used:

  • Adler, N.J., N. C. Campbell and A. Laurent. (1989). "In search of appropriate methodology: From outside the People's Republic of China looking." Journal of International Business Studies, 39(2), 61-74.
  • Ambler, Tim and Morgen Witzel. (2003). Doing Business in China. London: Routledge.
  • Bainbridge, William Sims. (2004) "Thinking about Religious Futures," Futures, 36(9), p. 943.
  • Banister, Judith. (2005). "Manufacturing Earnings and Compensation in China: On the Basis of Published Earnings Data, Estimated Compensation Ratios, and Estimated Hours, China's Manufacturing Employees Averaged about 57 Cents Compensation per Hour Worked in 2002," Monthly Labor Review,128(8), p. 22.
  • Beamer, L. (2000). "Finding a way to teach cultural dimensions." Business Communication, 63(3), 111.

Cite this Research Paper:

APA Format

The Ethics of Educational Advertising (2007, October 22) Retrieved September 21, 2023, from

MLA Format

"The Ethics of Educational Advertising" 22 October 2007. Web. 21 September. 2023. <>