The boundaries of advertisement: the Cultural, the Legal and Ethical aspects 2004 (English)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [en]

The aim of this dissertation is to discuss the limits of advertising concerning the cultural and ethical aspects. first we make a background of how to make an advertisement. then we study more deeply the cultural and ethical issues the advertisers have to handle before lauching an advertising campaign. in our empiri part we choose to study three firms: The Coca-Cola Company concerning the standardization of the campaign (cultural aspects), Martini for the customization and the legal aspects (legal and Cultural aspects) and Benetton concerning the shockvertising (ethical aspects). in conclusion we find out that total standardization is very difficult according to global competition, then customized campaigns seem more adapted in order to meet better the customers´expectations. Ethically speaking the boundaries are very hard to define since ethics rely on human judgements.

Place, publisher, year, edition, pages

2004.

Keywords [en]

advertising, culture, legal, ethics

Identifiers

URN: urn:nbn:se:hh:diva-11617Local ID: U10643OAI: oai:DiVA.org:hh-11617DiVA, id: diva2:366751

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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