ETHICS AND ADVERTISING

Ethics and Advertising

Ethics and Advertising

Introduction

The advertising world has common features in all economies Westerners. Business models prevailing in Spain are similar in their substance to those of other neighboring countries and, consequently, we could say that in general, advertising campaigns do not differ greatly from one nation to another (Pont Council Soc Communication, 2000). However, each country has its own history and culture that determine, in some Thus, the sensitivities and understandings of advertising communication. For this reason, international companies must adapt to the local rules. The Spanish experience in this field can enrich the reflections and analysis carried out in other markets. Thus, the objective of this paper is to provide an overview of the current state of advertising in Spain in terms to its ethical dimension.

The importance of advertising "is growing steadily in modern society". This observation, made by the Pontifical Council there is a quarter of a century on the occasion of an overall view of the situation of social communication of then, is even truer today. Like the mass media themselves have gained enormous importance everywhere, advertising, using media as a medium, has become a powerful persuasive force that shapes the attitudes and comportments in the world today.

Discussion and Analysis

It is to emphasize the positive contributions that advertising has to offer and is missing also not provide. We also wish to discuss the ethical and moral problems posed by advertising. We will indicate some ethical principles that are applicable in this matter. We would suggest, finally, some initiatives for the benefit of advertising professionals, whether they are private sector operators, including churches, or public service officials. The reasons for our interest in these questions are simple. In our society, in fact, advertising deeply influences people in their way of understanding life, the world and their own lives, especially as to their motivations, their selection criteria and behavior. These are areas which are the responsibility of the Church. She is interested sincerely and deeply.

The field of advertising is extremely wide and varied. In general terms, of course, formerly called an advertisement, "a claim" is simply a public announcement to convey information, attract customers or generate a certain reaction. This means that advertising has two main objectives: to inform and persuade, and - even if they are separate - they are very often associated.

Do not confuse advertising and marketing (all business functions responsible for ensuring the delivery of consumer goods from producer to consumer). It does not identify either public relations (the systematic effort to create a positive public profile or the "image" of a person, group or entity). In many cases, however, these practices have recourse to the instrument or technique advertising. Advertising can be very simple - a local phenomenon, or even "neighborhood" - or, conversely, very complex, with extensive surveys and multimedia campaigns around the world. It differs according to the public it serves. As a result, advertising directed, for example, children poses technical and moral differ materially from those designed for adults are ...