Abstract
This paper discusses an old issue: does advertising lie? Through theoretical arguments, especially from the areas of advertising ethics, sociology and anthropology of consumption, marketing and advertising language, it presents reflections on the contexts in which emotional and informative advertising can actually be considered misleading, as well as ethical alternatives towards a more responsible attitude in this regard. In its results, it shows that emotional advertising cannot be always considered misleading, but that there are, however, times when discussing this issue is legitimate, and that ethical approaches of action can be easily adopted by professionals seeking to avoid misleading representations in informational and emotional appeals. Key words: advertising ethics, misleading advertising, emotional advertising.
Highlights
O objetivo deste artigo é atualizar a discussão sobre uma questão antiga e apenas aparentemente esgotada: a publicidade mente? Para tanto, serão abordadas as seguintes categorias teóricas: ética/legislação publicitária, linguagem publicitária e sociologia/antropologia do consumo
This paper discusses an old issue: does advertising lie? Through theoretical arguments, especially from the areas of advertising ethics, sociology and anthropology of consumption, marketing and advertising language, it presents reflections on the contexts in which emotional and informative advertising can be considered misleading, as well as ethical alternatives towards a more responsible attitude in this regard. It shows that emotional advertising cannot be always considered misleading, but that there are, times when discussing this issue is legitimate, and that ethical approaches of action can be adopted by professionals seeking to avoid misleading representations in informational and emotional appeals
Já as demais temáticas de fundamentação permitem compreender a fundo papéis e mecanismos da publicidade emocional, que é a predominante na maioria das sociedades capitalistas atuais, e assim esclarecer potenciais comportamentos negativos de uma peça enganosa sob algum aspecto, bem como alternativas éticas a serem adotadas para evitá-los sem perder sua função mercadológica
Summary
O objetivo deste artigo é atualizar a discussão sobre uma questão antiga e apenas aparentemente esgotada: a publicidade mente? Para tanto, serão abordadas as seguintes categorias teóricas: ética/legislação publicitária, linguagem publicitária e sociologia/antropologia do consumo.
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