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dc.contributor.advisorHokowhitu, Brendan
dc.contributor.advisorGnoth, Juergen
dc.contributor.authorBoyes, Suzanne Unaiki
dc.date.available2010-07-27T03:01:49Z
dc.date.copyright2010
dc.identifier.citationBoyes, 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/10523/362en
dc.identifier.urihttp://hdl.handle.net/10523/362
dc.description.abstractThe 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.
dc.format.mimetypeapplication/pdf
dc.language.isoen_NZ
dc.publisherUniversity of Otago
dc.rightshttp://www.otago.ac.nz/administration/policies/otago003228.htmlen_NZ
dc.rightsAll items in OUR Archive are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.rights.urihttp://www.otago.ac.nz/administration/policies/otago003228.html
dc.subjectMāori
dc.subjectEthics
dc.subjectAdvertising
dc.subjectIndigenous
dc.titleTe Rapunga mo tētahi Ara Tika: Searching for a 'Right' Direction
dc.typeThesis
dc.date.updated2010-07-27T02:49:41Z
thesis.degree.disciplineTe Tumu: School of Māori, Pacific and Indigneous Studies
thesis.degree.nameMaster of Arts
thesis.degree.grantorUniversity of Otago
thesis.degree.levelMasters
otago.openaccessOpen
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