Ética e publicidade: estado da arte

Abstract

The objective of this work is the realization of the state of art of ethics and advertising. For this, does a survey out of one hundred works that mention “ethics” and “advertising” in Google Scholar based on some search refinement criteria. Once this is done, the work does the analysis of the titles and abstracts of the works (which involve different areas of knowledge, such as health, advocacy, communication, accounting, among others) and three categorizations followed by discussions: by type of publication, by subject and by concept of ethics used. With that, holds discussions from what can be inferred about the categorizations of the works. Thus, the categorizations serve to assist in the reflection of the data obtained from their crossings. Lastly, this TCC notices that when the works related to advertising use the term ethics, they use it in different ways; however, the concepts most found in the survey are ethics as a synonym for moral and ethics as legislation, statute or code.