Abstract

AMON, Denise; ARCIDES GUARESCHI, Pedrinho; ROSO, Adriane  and  VERISSIMO VERONESE, Marília. Propaganda, advertising and public opinion: Ethical dimensions. Subj. procesos cogn. [online]. 2014, vol.18, n.2, pp.33-52. ISSN 1852-7310.

The authors assume that every theory, concept, study implies ethics, concepts regarding human beings as well as notions regarding social concerns. They address the meanings and the classical studies of propaganda, advertising and public opinion in relation to the concept of attitudes, and analyze corresponding individualistic ethics, the conception of the human being as an isolated entity, and the notion of society as the sum of individuals. They sustain that it is possible to develop studies in these fields involving a relational social psychology, focusing on the concept of social representations and stressing the ethics of relations. The authors assume that ideology implies an ethical dimension and identify manipulative relations in specific strategies of propaganda, advertising and public opinion. Relativity of significance and traditional studies in the field purport developments with ongoing, multifaceted and comprehensive social traits.

Keywords : Social Psychology; Attitudes; Social representations; Communication; Ethics; Ideology.

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