The ethics of charity advertising : this thesis submitted in partial fulfilment of the requirements of the degree of Master of Philosophy (M. Phil.), Massey University

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dc.contributor.authorKelly, Anne Therese
dc.date.accessioned2017-03-07T01:20:54Z
dc.date.available2017-03-07T01:20:54Z
dc.date.issued1994
dc.description.abstractThis thesis examines a selection of promotional material from the five largest, development oriented non-governmental organizations (NGOs) in New Zealand. A variety of investigation techniques have been used to assess the ethics of the advertising practices of World Vision, Save the Children Fund, Christian Children's Fund, Tear Fund and Christian World Service. Each NGO is placed in its appropriate social and historical context. These organizations not only provide aid but also produce images of the Third World. A content analysis is undertaken of 655 promotional images, followed by a more detailed semiotic investigation of three case studies. Areas where the strategies of particular agencies are inconsistent with various advertising standards and recommendations are identified. This thesis concludes with general recommendations of ethically appropriate techniques in charity advertising.en_US
dc.identifier.urihttp://hdl.handle.net/10179/10509
dc.language.isoenen_US
dc.publisherMassey Universityen_US
dc.rightsThe Authoren_US
dc.subjectAdvertisingen_US
dc.subjectCharities -- Moral and ethical aspectsen_US
dc.titleThe ethics of charity advertising : this thesis submitted in partial fulfilment of the requirements of the degree of Master of Philosophy (M. Phil.), Massey Universityen_US
dc.typeThesisen_US
massey.contributor.authorKelly, Anne Thereseen_US
thesis.degree.disciplineDevelopment Studiesen_US
thesis.degree.grantorMassey Universityen_US
thesis.degree.levelMastersen_US
thesis.degree.nameMaster of Philosophy (M. Phil.)en_US
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