The Code of Ethics of Teachers in Public Service Advertising on the 7ElevenThailand YouTube Channel between 2012 – 2020

Abstract

This research aimed to study the code of ethics of teachers in public service advertising on the 7-eleven Thailand Youtube channel between 2012 – 2020. In total, 11 pieces of advertisement were examined using qualitative research methodology. The study was conducted by analyzing the content of public service advertising under the laws and regulations of the Teachers’ Council of Thailand Regarding the Code of Ethics of Teaching Profession 2013 (B.E. 2556). The study was conducted based on the theory of structural literature analysis by evaluating elements such as characters, dialogues, and scenes which reflected the code of ethics of teachers. 

The results of the research revealed that the advertising movies that promoted society on the 7Eleven Thailand Youtube Channel between 2012 - 2020 could present all content as detailed under the laws and regulations of the Teachers’ Council of Thailand regarding the code of ethics of teaching profession 2013 (B.E. 2556) by covering all 5 aspects. In addition, the analysis results of the elements of the advertising movies regarding 3 aspects namely characters, dialogues, and scenes that reflected the ethics of teaching profession showed that the content was related to the ethics on the service users the most, with the number of 11 movies, followed by the ethics on profession with the number of 10 pieces of advertising, the ethics on oneself with the number of 8 movies, the ethics the same professional personnel with the number of 3 pieces of advertising, and the last was the ethics on society with the number of 2 movies. This showed that society had a higher level of expectation towards the service of teachers than other aspects. This reflected the viewpoint that good teachers should treat all students equally and should not take advantage of them.