MARKETING AND ADVERTISING ETHICS

Florin-Alexandru Luca, Dumitru Filipeanu and Mihaela Cananau
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Dumitru Filipeanu: “Gheorghe Asachi “Technical University of Iasi
Mihaela Cananau: “Gheorghe Asachi “Technical University of Iasi

Management Intercultural, 2015, issue 34, 479-484

Abstract: Each and every day, the TV programmes are interrupted by advertising spots which offer us a range of products as varied as they are tempting. It is enough to buy them and, as the authors of these spots guarantee, we quickly get rid of cold, the portal vein will perfectly function, we lose weight while eating, using the appropriate tooth paste will keep us away from dentists and a certain cream will get our face a couple of years younger. And all these at financial offers often apparently hard to refuse. This work aims at analyzing where the information stops, by giving the eventual buyer the possibility to choose, and where starts, through persuasion techniques, mostly subliminal, cleverly instrumented, the manipulation of advertising consumers? There is ethics in advertising, but is it fully observed and managed according to the financial interest of the seller? On the other hand, can we also talk about a tacit complicity of the buyer?

Keywords: TV; Persuasion; Manipulation; Ethics (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
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