O que é ética? na visão do profissional de publicidade

Abstract

With this thesis, we want to comprehend what the advertising professional means by ethics when he says “ethics”! Our purpose is to discover what the advertising professional means by ethics, and what he means, for example, when he says such a play is or is not ethical. For this, we appropriated the theoretical framework from four key concepts: ethics as common sense; ethics as legislation, statute, and code; ethics as a science of morals; and ethics as aesthetics of self. From this, we carefully developed a structured questionnaire composed prolifically of objective questions and two discursive questions that were applied in social network groups. We obtained 30 responses from participating respondents in November 2021. After collecting, we established an analysis procedure for the discursive questions carefully composed of decoupage, conceptual clipping, and sewing. The decoupage was to collect the accurate response for analysis; a conceptual outline is then carried out, where we connect the key elements with the theoretical framework previously presented, to facilitate the understanding of what the respondent participants want to say about it. Finally, the sewing was developed based on the hermeneutic analysis, where we unite the decoupage and the conceptual cut to help us understand which concept (s) of ethics apply (s) to the responses of the participants. From all the movements, we present some possible learnings: ethics can be used in more than one definition in the same answer, which makes it difficult to interpret the subject; ethics are used often as a work practice; thinking is overly focused on the collective, and little on the individual; the answers to the question of what is ethics presented diversity in conceptualizations, but when we ask what he means, for example, when he says such a piece is or is not, ethical, the responding participants tend to use a type of concept; and finally, in many answers, he perceives the use of valuation systems (respect, freedom, empathy) to define what ethics is, which indeed indicates the possibility of ethics being understood or confused with value and/or virtue.