By Topic

Truth in technical advertising: A case study

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$33 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

1 Author(s)
James E. Porter ; Purdue Univ., Fort Wayne, IN, USA

The author considers ethical issues involved in technical advertising by examining several documents produced by a major insurance company to promote and explain a health care plan. The documents (newspaper advertisement, followup brochure, and policy) are evaluated for truthfulness, according to general rhetorical criteria as well as legal and industry standards. The author concludes that technical writers are obliged to acquaint themselves with a variety of ethical principles governing advertising practices. To ensure that readers understand the truth, technical writers should also apply a variety of readability assessments and edit documents carefully to ensure that advertising and promotional literature are intertextually consistent with contracts, warranties, and policies.

Published in:

IEEE Transactions on Professional Communication  (Volume:PC-30 ,  Issue: 3 )