As quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propaganda
Autor(a) principal: | |
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Data de Publicação: | 2007 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da Uninove |
Texto Completo: | http://bibliotecatede.uninove.br/tede/handle/tede/594 |
Resumo: | The aim of this job is to verify what the advertisers think, how they feel and how is their behaviour about the ethic questions of advertising. The marketing literature shows that there is a wide range of ethic and legal questions in the marketing and promotion set of actions involving a firm. In a market economy in order to support the consumers decision process with information they learn to trust in advertising and another promotional tools. However, if the consumer s information wouldn t be true or would be deceptive, the advertising won t be carrying out its basic function. These research objectives have determined the conditions for an exploratory and qualitative study, and the use of a nonprobabilistic sample of 30 interviews with advertisers from S??o Paulo city. The Social Representations Theory was chosen as a theoretical frame to understand the phenomenon in question. The Social Representations Theory says a collective speech could be found in theindividual minds. In this theory both the individual level and the social level are evaluated. The individual evaluation level consists of perceptions, memories, attitudes, intentions, thoughts, emotions, affects, behaviours and also believes shared by individuals and common to the set of interviewers. The social level evaluation consists of facts that appear to individual as a societies characteristics, cultures, groups, subcultures, social classes, subgroups. This study checked that the advertisers interviewed know what ethic means, its reach and characteristics. They also know that an advertising ethic behaviour is reached through a responsible and ethic business advertising management, expressed in the message, in clients relationship, in suppliers or partners relationship, in competition situations, leading the internal team, and the colleagues and leadership granted treatment. The main advertising ethic questions mentioned were: true presentation (the arguments used must be proved), plagiarism, children advertising, client relationship, human being disrespect as prejudice, injure feelings, discrimination or despising, tobacco advertising, alcoholic beverage advertising and weapon advertising. The advertisers interviewed in this job are conscious of the need in having an ethical behaviour in general, in all life s moments, as in the society, as in the professional activity, and they also know the advertising reach and its limitations, as ordered in the Advertising Self Regulation Code. |
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Acevedo, Cl??udia RosaCPF:08582562829http://lattes.cnpq.br/7970180882025380Ramuski, Carmen L??diaCPF:00000000000http://lattes.cnpq.br/1336900513641778Moretti, S??rgio Luiz AmaralCPF:00000000000http://lattes.cnpq.br/1686957518540720CPF:04236119846http://lattes.cnpq.br/5828247937847138Telles, Cec??lia Caraver Prado2015-04-08T15:34:53Z2008-01-302007-11-21TELLES, Cec??lia Caraver Prado. As quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propaganda.. 2007. 103 f. Disserta????o (Mestrado em Administra????o) - Universidade Nove de Julho, S??o Paulo, 2007.http://bibliotecatede.uninove.br/tede/handle/tede/594The aim of this job is to verify what the advertisers think, how they feel and how is their behaviour about the ethic questions of advertising. The marketing literature shows that there is a wide range of ethic and legal questions in the marketing and promotion set of actions involving a firm. In a market economy in order to support the consumers decision process with information they learn to trust in advertising and another promotional tools. However, if the consumer s information wouldn t be true or would be deceptive, the advertising won t be carrying out its basic function. These research objectives have determined the conditions for an exploratory and qualitative study, and the use of a nonprobabilistic sample of 30 interviews with advertisers from S??o Paulo city. The Social Representations Theory was chosen as a theoretical frame to understand the phenomenon in question. The Social Representations Theory says a collective speech could be found in theindividual minds. In this theory both the individual level and the social level are evaluated. The individual evaluation level consists of perceptions, memories, attitudes, intentions, thoughts, emotions, affects, behaviours and also believes shared by individuals and common to the set of interviewers. The social level evaluation consists of facts that appear to individual as a societies characteristics, cultures, groups, subcultures, social classes, subgroups. This study checked that the advertisers interviewed know what ethic means, its reach and characteristics. They also know that an advertising ethic behaviour is reached through a responsible and ethic business advertising management, expressed in the message, in clients relationship, in suppliers or partners relationship, in competition situations, leading the internal team, and the colleagues and leadership granted treatment. The main advertising ethic questions mentioned were: true presentation (the arguments used must be proved), plagiarism, children advertising, client relationship, human being disrespect as prejudice, injure feelings, discrimination or despising, tobacco advertising, alcoholic beverage advertising and weapon advertising. The advertisers interviewed in this job are conscious of the need in having an ethical behaviour in general, in all life s moments, as in the society, as in the professional activity, and they also know the advertising reach and its limitations, as ordered in the Advertising Self Regulation Code.O objetivo deste trabalho ?? verificar o que pensam, como se sentem e como se comportam em rela????o ??s quest??es ??ticas da propaganda os profissionais que atuam em ag??ncias de propaganda. A literatura de marketing observa que o conjunto de a????es de comunica????o de marketing de uma empresa envolve um grande volume de quest??es legais e ??ticas. Em uma economia de mercado, os consumidores aprendem a confiar na propaganda e em outras formas de promo????o para obter informa????es que possam ser usadas em seu processo de decis??o de compra. No entanto, se essas informa????es n??o forem verdadeiras ou enganarem o consumidor, a propaganda n??o estar?? cumprindo a sua fun????o b??sica. O objetivo desta pesquisa determinou as condi????es para uma investiga????o explorat??ria e qualitativa e a realiza????o, por meio de amostragem n??o-probabil??stica por tipicidade ou convencional, de 30 entrevistas com publicit??rios da cidade de S??o Paulo. O arcabou??o te??rico selecionado para compreender o fen??meno em quest??o ?? a Teoria das Representa????es Sociais, segundo a qual existe um discurso coletivo que figura na mente dos indiv??duos. Na pesquisa em representa????es sociais, avaliam-se o n??vel individual e o n??vel social. O n??vel de avalia????o individual compreende as percep????es, mem??rias, atitudes, inten????es, pensamentos, emo????es, afetos, comportamentos e tamb??m as cren??as compartilhadas pelos indiv??duos e comuns ao conjunto dos entrevistados. No n??vel social ou do grupo, os conceitos compreendem fatos que surgem para o indiv??duo como caracter??sticas de sociedades, culturas, grupos, subculturas, classes sociais e subgrupos. Este estudo verificou que, entre os publicit??rios entrevistados, existe compreens??o sobre o que significa ??tica, sua abrang??ncia e caracter??sticas e tamb??m que o comportamento ??tico na propaganda se realiza por interm??dio da condu????o empresarial ??tica e respons??vel da atividade publicit??ria, manifestando-se na mensagem, no relacionamento com clientes, fornecedores ou parceiros, em situa????es de concorr??ncia, na maneira de conduzir a equipe dentro da ag??ncia e no tratamento dispensado aos superiores e aos colegas. As principais quest??es ??ticas da propaganda mencionadas foram: apresenta????o verdadeira (os argumentos utilizados devem ser comprovados), pl??gio, comunica????o para crian??as, rela????o com o cliente, desrespeito ao ser humano na forma de preconceito, ofensa, discrimina????o ou menosprezo e propaganda de produtos como cigarros, bebidas alco??licas e armas. Os profissionais entrevistados nesta disserta????o mostraram-se conscientes da necessidade de manter uma postura ??tica de maneira geral, em todos os momentos da vida, seja na sociedade, seja na atividade profissional, e tamb??m se mostraram conhecedores do alcance da propaganda e de suas limita????es, prescritas pelo C??digo de Auto-Regulamenta????o Publicit??ria.Made available in DSpace on 2015-04-08T15:34:53Z (GMT). No. of bitstreams: 1 B_Cecilia Caraver.pdf: 630453 bytes, checksum: b333dd74a6b38c7ff8c50e68b09bc347 (MD5) Previous issue date: 2007-11-21application/pdfporUniversidade Nove de JulhoPrograma de P??s-Gradua????o em Administra????oUninoveBRAdministra????o??tica na propagandaquest??es ??ticas da propagandateoria das representa????es sociaisadvertising ethicadvertising ethic questionssocial representations theoryCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOAs quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propagandainfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis8024035432632778221600info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da Uninoveinstname:Universidade Nove de Julho (UNINOVE)instacron:UNINOVEORIGINALB_Cecilia Caraver.pdfapplication/pdf630453http://localhost:8080/tede/bitstream/tede/594/1/B_Cecilia+Caraver.pdfb333dd74a6b38c7ff8c50e68b09bc347MD51tede/5942017-06-07 15:04:34.741oai:localhost:tede/594Biblioteca Digital de Teses e Dissertaçõeshttp://bibliotecatede.uninove.br/PRIhttp://bibliotecatede.uninove.br/oai/requestbibliotecatede@uninove.br||bibliotecatede@uninove.bropendoar:2017-06-07T18:04:34Biblioteca Digital de Teses e Dissertações da Uninove - Universidade Nove de Julho (UNINOVE)false |
dc.title.por.fl_str_mv |
As quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propaganda |
title |
As quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propaganda |
spellingShingle |
As quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propaganda Telles, Cec??lia Caraver Prado ??tica na propaganda quest??es ??ticas da propaganda teoria das representa????es sociais advertising ethic advertising ethic questions social representations theory CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
As quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propaganda |
title_full |
As quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propaganda |
title_fullStr |
As quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propaganda |
title_full_unstemmed |
As quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propaganda |
title_sort |
As quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propaganda |
author |
Telles, Cec??lia Caraver Prado |
author_facet |
Telles, Cec??lia Caraver Prado |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Acevedo, Cl??udia Rosa |
dc.contributor.advisor1ID.fl_str_mv |
CPF:08582562829 |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/7970180882025380 |
dc.contributor.referee1.fl_str_mv |
Ramuski, Carmen L??dia |
dc.contributor.referee1ID.fl_str_mv |
CPF:00000000000 |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/1336900513641778 |
dc.contributor.referee2.fl_str_mv |
Moretti, S??rgio Luiz Amaral |
dc.contributor.referee2ID.fl_str_mv |
CPF:00000000000 |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/1686957518540720 |
dc.contributor.authorID.fl_str_mv |
CPF:04236119846 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/5828247937847138 |
dc.contributor.author.fl_str_mv |
Telles, Cec??lia Caraver Prado |
contributor_str_mv |
Acevedo, Cl??udia Rosa Ramuski, Carmen L??dia Moretti, S??rgio Luiz Amaral |
dc.subject.por.fl_str_mv |
??tica na propaganda quest??es ??ticas da propaganda teoria das representa????es sociais |
topic |
??tica na propaganda quest??es ??ticas da propaganda teoria das representa????es sociais advertising ethic advertising ethic questions social representations theory CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
advertising ethic advertising ethic questions social representations theory |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
The aim of this job is to verify what the advertisers think, how they feel and how is their behaviour about the ethic questions of advertising. The marketing literature shows that there is a wide range of ethic and legal questions in the marketing and promotion set of actions involving a firm. In a market economy in order to support the consumers decision process with information they learn to trust in advertising and another promotional tools. However, if the consumer s information wouldn t be true or would be deceptive, the advertising won t be carrying out its basic function. These research objectives have determined the conditions for an exploratory and qualitative study, and the use of a nonprobabilistic sample of 30 interviews with advertisers from S??o Paulo city. The Social Representations Theory was chosen as a theoretical frame to understand the phenomenon in question. The Social Representations Theory says a collective speech could be found in theindividual minds. In this theory both the individual level and the social level are evaluated. The individual evaluation level consists of perceptions, memories, attitudes, intentions, thoughts, emotions, affects, behaviours and also believes shared by individuals and common to the set of interviewers. The social level evaluation consists of facts that appear to individual as a societies characteristics, cultures, groups, subcultures, social classes, subgroups. This study checked that the advertisers interviewed know what ethic means, its reach and characteristics. They also know that an advertising ethic behaviour is reached through a responsible and ethic business advertising management, expressed in the message, in clients relationship, in suppliers or partners relationship, in competition situations, leading the internal team, and the colleagues and leadership granted treatment. The main advertising ethic questions mentioned were: true presentation (the arguments used must be proved), plagiarism, children advertising, client relationship, human being disrespect as prejudice, injure feelings, discrimination or despising, tobacco advertising, alcoholic beverage advertising and weapon advertising. The advertisers interviewed in this job are conscious of the need in having an ethical behaviour in general, in all life s moments, as in the society, as in the professional activity, and they also know the advertising reach and its limitations, as ordered in the Advertising Self Regulation Code. |
publishDate |
2007 |
dc.date.issued.fl_str_mv |
2007-11-21 |
dc.date.available.fl_str_mv |
2008-01-30 |
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2015-04-08T15:34:53Z |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
TELLES, Cec??lia Caraver Prado. As quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propaganda.. 2007. 103 f. Disserta????o (Mestrado em Administra????o) - Universidade Nove de Julho, S??o Paulo, 2007. |
dc.identifier.uri.fl_str_mv |
http://bibliotecatede.uninove.br/tede/handle/tede/594 |
identifier_str_mv |
TELLES, Cec??lia Caraver Prado. As quest??es ??ticas da propaganda : um estudo com profissionais de ag??ncias de propaganda.. 2007. 103 f. Disserta????o (Mestrado em Administra????o) - Universidade Nove de Julho, S??o Paulo, 2007. |
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http://bibliotecatede.uninove.br/tede/handle/tede/594 |
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