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The key to a successful advertising campaign lies on the usage of the accurate advertising appeal in accordance to the ethical norms of the society. Moral values in a campaign pave the way for wide acceptance and understanding of a concept which guides the journey of victory of a brand in the market. Considering five (5) case based advertisements and with the use of impact scores, this study revolves in understanding the significance of ethics in the journey of designing, conversing and acceptance of contemporary advertisements in the market. The study revealed that in order to attain the ladder of success, advertisements needs to be ethical and socially acceptable and there exists a direct linkage of the usage of appeals and viewers’ acceptance of the campaigns as far as the lens of ethics is considered.

Significance of Ethics in Contemporary Media Advertisements: An Empirical Study with Reference to Sivasagar District, Assam