Ethical Standards in Advertising: A Worldwide Perspective |
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| Authors: | Maria Cecilia Coutinho de Arruda Marcelo Leme de Arruda |
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| Institution: | (1) Escola de Administração de Empresas de São Paulo, Fundação Getúlio Vargas, Av. 9 de Julho, 2029, 01313-902 São Paulo, SP, Brazil, E-mail;(2) Instituto de Matemática e Estatística, Universidade de São Paulo, São Paulo, Brazil |
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| Abstract: | An empirical study indicates how close advertisers from all the continents have been from the natural law and other fundamental moral principles. In their professional activities, many advertisers assumed the philosophical relativism as the framework for fundamental concepts. The ethical problems have not been equated with objectivity and the realist approach is appointed as a solution. |
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