The study discusses communication presented in the form of publicity focusing on psychosocial and ethical dimensions. The ideology analysis is highlighted in the psychosocial dimension. A distinction between advertising and publicity is established, and three different kinds of commercials are critically analyzed: informational, testimonial and merchandising. Examples of these three kinds of commercials are selected from different TV and radio channels, discussed and interpreted within ideological and ethical aspects. Several psychological mechanisms contained in the gathered empirical information and ideological aspects are identified and analyzed. The study aims to bring a contribution from the psychology area to the field of education mainly focusing on critical understanding of the media.
Social Psychology; Ideology; Ethics; Communications media; Advertising