HCBE Faculty Articles

Title

Deceptive and Subliminal Advertising in Corporate America: Value Adder or Value Destroyer

Document Type

Article

Date

2-1-2005

Publication Title

Journal of Applied Management and Entrepreneurship (JAME)

ISSN or ISBN

1077-1158

Volume

10

Issue

1

First Page

1

Last Page

10

Description

A frequently under-scrutinized area of ethical practice in organizations, deceptive and subliminal advertising has served as a method by some firms to convey messages intended to persuade and influence consumer behavior. With the increasing focus on ethical lapses in corporate America, such advertising is explored within this discussion as a potential psychological and behavioral socialization method that has been perceived widely by consumers and advertisers as efficacious and potentially detrimental in its effects. The results of a qualitative survey, on the topic of subliminal advertising, with 65 participants are discussed and summarized. Recommendations are provided for enhancing corresponding public awareness through the development of robust methods of ethical evaluation. A framework grounded in values theory and spirit-centered leadership is offered to assess controversial or subliminal advertising and its role in social value maximization.

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