Ethical Criteria of Verbal Advertising

This final qualification paper covers in detail the main problems of advertising that cause ethical problems. The provided research focuses on ethical issues in advertising, in particular on the use of manipulation methods in social and commercial Russian-language advertising in the field of medicine. There is a fine line between ethical and unethical, which marketers do not see, advertising their products only for the sake of profit, and go against the ethics of the market. The public should be aware of this black art of advertising and should be concerned to protect themselves from these unethical advertising methods. A deep analysis of the literature allowed me to put forward my own classification of methods of manipulation in advertising due to the fact that the existing approaches are not sufficiently developed for a deep analysis of the material I have chosen. The database for analysis includes 28 banners dedicated to Covid-19, and 28 commercials collected since 2018. Quantitative analysis of the data allows us to get an idea of the prevalence of manipulation methods in Russian-language social and commercial advertising, the results of the study are presented in the form of tables. The practical significance of the study lies in the possibility of using its results by specialists in the creation and study of texts of social and commercial advertising, as well as by regulators to assess the ethics of verbal advertising, for example, the Association of the Marketing Industry "Advertising Council", which is responsible for monitoring the ethics of advertising in Russia with the support of the Federal Antimonopoly Service.