Very intriguing. I love talk about ethics, morality, and advertising. Im excited to see part 2.
I know this wasnt your position, but that quote from Runes, “ethical behaviour refers to ‘just’ or ‘right’ standards of behaviour between parties in a situation”, is alarming.
I would suggest this definition of ethical behaviour would kill any attempt to reach an objective moral or ethical reality, making ethics and morality purely subjective. And if it is purely subjective, wow, we can justify pretty much any behaviour: Rape, murder, or worse.
RE: Consumer Behaviour and Ethical Advertising - The impact of gender Pt. 1