Te Rapunga mo tētahi Ara Tika: Searching for a 'Right' Direction
Boyes, Suzanne Unaiki

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Boyes, S. U. (2010). Te Rapunga mo tētahi Ara Tika: Searching for a ‘Right’ Direction (Thesis, Master of Arts). University of Otago. Retrieved from http://hdl.handle.net/10523/362
Permanent link to OUR Archive version:
http://hdl.handle.net/10523/362
Abstract:
The aim of this thesis is to develop an ethical framework, based on tikanga Māori, to guide marketers. The thesis anticipates an increase in marketing activities, namely advertising targeting Māori consumers. To achieve its central aim, the thesis explores three schools of thought, that of marketing, moral philosophy and tikanga Māori. To support the literature, a critique of the Advertising Standards Authority of New Zealand and case studies of past decisions will explore the current ethical environment for ethnic minority consumers. Also, an exploration of Māori targeted advertising using case studies from exploring early Māori newspapers to contemporary magazines. These case studies help determine the development of and the current state of Māori advertising in New Zealand. This multidisciplinary research is the first in the area of Māori marketing ethics.
Date:
2010
Advisor:
Hokowhitu, Brendan; Gnoth, Juergen
Degree Name:
Master of Arts
Degree Discipline:
Te Tumu: School of Māori, Pacific and Indigneous Studies
Publisher:
University of Otago
Keywords:
Māori; Ethics; Advertising; Indigenous
Research Type:
Thesis
Languages:
English