Feenstra, Ramón (2014): Ética de la publicidad. Retos en la era digital. Madrid: Editorial Dykinson

Abstract

Good publicity is one that promotes the internal good of advertising: inform and persuade taking into account three dimensions: a technique, a legal and a moral. The ethics of advertising is a discipline that studies the moral dimension of this activity that, because it is a human task, forms values and opinions to people, that has a social meaning and carries a great responsibility due to its great power of influence. The current citizen, as a consumer and critic is demanding other types of advertising information, more rational and useful to assess the modes of consumption. Feenstra, in its proposal, tries to respond to current expectations and challenges with an ethical management that is at the moral level of our time.

Keywords

• ética
• publicidad
• autorregulación
• ética del discurso
• stakeholders
• greenwashing