商品詳細

As digital advertising now shapes what we see, buy, and believe, often without our full awareness, this textbook focuses on the ethical questions raised by today's online advertising industry.

The book walks through the practices reshaping the field, from data tracking and algorithm-driven targeting to influencer marketing, political microtargeting, and AI-generated content. Each chapter pairs accessible theory with real, well-known cases, including the Facebook-Cambridge Analytica scandal, Nike's Colin Kaepernick campaign, the Fyre Festival influencers, and Delta Air Lines' AI pricing controversy, to show how ethical dilemmas play out in practice. The book also looks ahead to emerging frontiers like the metaverse and neuromarketing, and it compares regulatory approaches across the United States and Europe. It is packed with case studies, discussion questions, and hands-on exercises to prepare future practitioners to make responsible, informed decisions in their careers. This textbook prepares readers to consider ethical challenges posed by digital advertising strategies and to empower them to make more ethical decisions in future advertising and marketing roles.

Written for undergraduate students in advertising, marketing, and communication programs, this text will also appeal to working professionals looking for a modern, practice-ready guide to an industry whose ethical challenges keep evolving as fast as its technology.

Accompanying the book are online materials to assist instructors with course preparation: lecture slides, an instructor’s manual, chapter worksheets, and a sample syllabus. Please visit www.routledge.com/9781041196334.