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- Title
PROBLEMY ETYCZNE REKLAM W ASPEKCIE RELACJI SPOŁECZNYCH.
- Authors
Żurek, Natalia
- Abstract
Advertising is a significant part of the marketing strategy of contemporary companies. It is also one of the most effective ways of communication between a company and the market. It builds the consumer’s consciousness, enhances his willingness to buy goods, and facilitates the buying process. It also contributes to the demand intensification for certain goods. With advances in technology and development of modern economy ethical and moral issues emerge focusing on the advertising message. The aim of this article is to present the advertising activity as a way to communicate with the market and to identify ethical issues involved in advertising in the wider context of business ethics. For the purposes of this article the author has conducted her own research with a view to establishing the customers’ opinion about the content of unethical advertising and its impact on the buying process.
- Publication
Research Papers of the Wroclaw University of Economics / Prace Naukowe Uniwersytetu Ekonomicznego we Wroclawiu, 2016, Issue 458, p77
- ISSN
1899-3192
- Publication type
Article
- DOI
10.15611/pn.2016.458.07