The Ethics of Branding in the Age of Ubiquitous Media: Insights from Catholic Social Teaching
Branding has long been seen as an effective means of marketing products. The use of brand-based marketing campaigns, however, has come under intense scrutiny over the past 10 years for its power to facilitate deception and emotional manipulation. As a way of proceeding through the many differing mor...
| Κύριος συγγραφέας: | |
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| Τύπος μέσου: | Ηλεκτρονική πηγή Άρθρο |
| Γλώσσα: | Αγγλικά |
| Έλεγχος διαθεσιμότητας: | HBZ Gateway |
| Journals Online & Print: | Φόρτωση...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Έκδοση: |
Springer Science + Business Media B. V
2009
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| Στο/Στη: |
Journal of business ethics
Έτος: 2009, Τόμος: 90, Τεύχος: 3, Σελίδες: 301-313 |
| Άλλες λέξεις-κλειδιά: | B
Common Good
B Catholic Social Teaching B social communication media B Πυρκαγιά B Development B Advertising |
| Διαθέσιμο Online: |
Volltext (lizenzpflichtig) |
| Σύνοψη: | Branding has long been seen as an effective means of marketing products. The use of brand-based marketing campaigns, however, has come under intense scrutiny over the past 10 years for its power to facilitate deception and emotional manipulation. As a way of proceeding through the many differing moral assessments, this paper turns for insight to the tradition of writing on social ethical issues within the Roman Catholic Church. The author suggests that Catholic Social Teaching offers a distinctive approach to advertising ethics that charts a middle course between the two poles of the debate on branding. This article introduces readers to the approach to advertising developed within Vatican documents on media, highlighting the basic values at stake and the particular moral norms for advertising that are articulated. The article then applies these values and norms to the case of brand-based advertising, ultimately suggesting that advertisers approach their work through the virtue of solidarity. |
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| ISSN: | 1573-0697 |
| Περιλαμβάνει: | Enthalten in: Journal of business ethics
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| Persistent identifiers: | DOI: 10.1007/s10551-010-0423-3 |