The morality of the advertising practice in Kenya as perceived by the adult residents of Nairobi

Abstract

This survey sought to find out the degree of morality perceived by the residents of Nairobi in the advertising practice in Kenya, the specific ethical issues on which advertising was perceived to be particularly unethical and the relationship between the respondents perceptions and selected demographic characteristics. There is a need to keep track of consumers' perceptions of the ethicality of advertising through research because the effectiveness of advertising in its various functions, including cultivation of brand attitudes, would be severely compromised by audiences antagonistic towards it. Data for the study was collected by use of a self-administered questionnaire, delivered by the drop-and-pick method. Analysis of the data revealed that advertising in Kenya was generally perceived not to be ethical. It was judged to be particularly unethical in its effect on children and on the dimension of bad taste. Low levels of immorality were perceived on its portrayal of women, where it was found not to promote a negative image of women. A relationship was found between respondents' perceptions on the ethicality of advertising and their gender and level of religiousness, but no clear relationship with age was found.