Date of Award


Degree Type

Bachelors Essay

Degree Name

Bachelor of Arts (BA)



First Advisor

Maynard W. Brown


Dishonesty, fraud and untruthfulness in advertising have been accorded space in works of authors ranging from a few lines or a paragraph to several pages or an entire chapter. It is estimated that the loss in health and morale due to this advertising is tremendous and the loss in· money runs into millions of dollars each year.

These facts have been placed before advertisers; advertising agencies, publishers and to some consumers. With these facts the question was put, "What can be done about it?"

As a result of the bringing to light of the existing condition in all sorts of advertising, and in an endeavor to answer that question, advertisers and publishers have made strenuous efforts to curtail the amount of dishonest or fraudulent advertising that creeps into the columns of any publication.

In this effort for curtailment codes have been. drawn up, organizations formed and publishers have placed strict restrictions upon advertisers.

The purpose for compiling this thesis was to discover whether or not publishers of magazines and newspapers believed that through the restrictions they placed on advertising they might guarantee it. That is, guarantee that the advertising appearing in their columns is free from dishonesty and fraud and that the products are as represented.


A thesis submitted to the Faculty of the College of Journalism of Marquette University in partial fulfillment of the requirements for the degree of ·Bachelor of Philosophy