Efectos de la deontología de la publicidad en la actitud profesional

Abstract

Ethics is considered among professionals and academics as an important competence for advertising. Not surprisingly, in the context of the European convergence, the subject of ethics is mandatory in the new degree of advertising. However, American studies on the effects of ethical training on professionals’ attitudes and behaviors are not conclusive. This study assesses the impact of ethics instruction on the sensibility increase to four dimensions of professionalism (cognitive-technical, social, affective-emotional and ethical). Our course has improved students’ attitudes, particularly towards social skills, especially important in a profession which emphasizes the relational competences.