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The doctoral dissertation at the University of Murcia by Maria Teresa Pellicer Jordá, which analyzes the advertising phenomenon from an ethical standpoint, he obtained excellent cum laude.
In the study the author considers to be ethical or moral ads that do not untrue, in which the promised results correspond to the real-and warns that it would be a mistake to generalize and consider all the publicity immoral.
Along with the truth as the main criterion for establishing the ethics of advertising, the graduate student added the criteria on respect for the consumer and compliance with current legislation.
Maria Teresa Pellicer noted in his research that advertising is a line on a theoretical level, but they are not faithfully fulfilled in practice on many occasions, so there regulation regarding the advertising practices from the ethical point of view but then sometimes not effectively controls compliance.
These breaches, says the theory, occur more frequently in certain sectors of advertising, as is the case of spirits or cosmetics.
From the results of his work the author has found that, despite the daily and high presence of the ads in the lives of citizens, there is great ignorance on the part of society in regard to the ethics of advertising.
The study was led by Antonio Parra Pujante, Faculty of Communication and Documentation.
Source: Universidad de Murcia
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