As Representações Sociais dos Publicitários Quanto às Questões Éticas da Propaganda

GESTÃO.Org : Revista Eletrônica de Gestão Organizacional

关键词: Marketing strategies;    Ethical and moral integrity;    The Social Representations Theory.;   

DOI  :  

来源: DOAJ

【 摘 要 】

Theethical and moral integrity of Marketing strategies has been the object of criticism by activists in particular and society in general for decades. It has been claimed, for example, that certain marketing practices are harmful to individual consumers as well as to society as a whole. Among marketing tools,advertising has received most of the criticism, especially because of its undesirable effects on society. Within this context, the aim of this work is to investigate how advertising professionals feel and what theythinkinrelationtoethicalquestionsintheirfieldofwork.TheSocialRepresentationsTheory providedthetheoreticalframeworkforthestudy;in-depthindividualinterviewsandcontentanalysis werethemethodsemployedtocollectdataandinterprettheresults.Interviewees'narrativeswere classifiedintothreebroadcategories:1)knowledgeaboutethicalquestionsinadvertising;2)ethical questions in advertising practice; 3) feelings aroused by ethical questions in advertising

【 授权许可】

Unknown