Os padrões éticos da propaganda na América Latina

Arruda, Maria Cecília Coutinho de; Uono, Adriana; Allegrini, Juliano

doi:10.1590/S0034-75901996000100004

Resumos

O presente estudo busca compreender a percepção sobre o conceito de ética, a performance ética e a responsabilidade social na atividade de propaganda na América Latina. Foram definidos padrões e diretrizes que norteiam a ação de um publicitário e, em função deles, foram analisadas tendências e intuições dos profissionais em nove países: Argentina, Brasil, Chile, Costa Rica, Guatemala, Honduras, México, Panamá e Venezuela. A ausência de perspectiva ética pode estar sendo encontrada em muitas campanhas publicitárias veiculadas de inúmeras formas, nos anúncios de produtos, serviços e idéias.

ética; atividade de propaganda; responsabilidade social; América Latina

The objective of this article ls to understand the perception of the ethics concept, the ethical performance and the social responsibility of advertising in Latin America. Definitions of standards and guidelines are presented to allow the comprehension of the advertisers' pradices. Trends are analysed in nine countries: Argentina, Brazil, Chile, Costa Rica, Guatemala, Honduras, Mexico, Panama and Venezuela. An ethical perspective might be missing in some advertising campaigns for products, services and ideas.

ethics; advertising campaigs; social responsibility; Latin America

ADMINISTRAÇÃO MERCADOLÓGICA

Os padrões éticos da propaganda na América Latina

Maria Cecília Coutinho de Arruda^I; Adriana Uono^II; Juliano Allegrini^III

^IProfessora do Departamento de Mercadologia e Coordenadora do CENE (Centro de Estudos de Ética nos Negócios) da EAESP/FGV. E-mail carruda@eaesp.fgvsp.br

^IIGraduanda em Administração de Empresas na EAESP/FGV

^IIIGraduando em Administração de Empresas na EAESP/FGV

RESUMO

O presente estudo busca compreender a percepção sobre o conceito de ética, a performance ética e a responsabilidade social na atividade de propaganda na América Latina. Foram definidos padrões e diretrizes que norteiam a ação de um publicitário e, em função deles, foram analisadas tendências e intuições dos profissionais em nove países: Argentina, Brasil, Chile, Costa Rica, Guatemala, Honduras, México, Panamá e Venezuela. A ausência de perspectiva ética pode estar sendo encontrada em muitas campanhas publicitárias veiculadas de inúmeras formas, nos anúncios de produtos, serviços e idéias.

Palavras-chave: ética, atividade de propaganda, responsabilidade social, América Latina.

ABSTRACT

The objective of this article ls to understand the perception of the ethics concept, the ethical performance and the social responsibility of advertising in Latin America. Definitions of standards and guidelines are presented to allow the comprehension of the advertisers' pradices. Trends are analysed in nine countries: Argentina, Brazil, Chile, Costa Rica, Guatemala, Honduras, Mexico, Panama and Venezuela. An ethical perspective might be missing in some advertising campaigns for products, services and ideas.

Key words: ethics, advertising campaigs, social responsibility, Latin America.

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

BIBLIOGRAFIA COMPLEMENTAR

BARTELS, Roberl. A model for ethics in marketing. Journal of Marketing, v. 31, p. 20-6, Jan. 1967.

BAUMHART, Raymond C. How ethical are businessmen? Harvard Business Review, Boston, v. 39, p. 6-19, 156-76, Jul./Aug. 1961.

BENET, Suzeanne, PITTS, Roberto E., LA TOUR, Michael. The appropriateness of fear appeal use for healthcare marketing to the elderly: is it OK to scare grammy? Journal of Business Ethics. v. 12, n. 1, p. 45-55, Jan. 1993.

BODDEWYN, Jean J. Advertising self-regulation and outside participation: a multinational comparison. Westport, Conn.: Quorum, 1988.

BODDEWYN, Jean J. Decoro e sexismo em publicidade. Painel: Ética e legislação. Simpósio Internacional de Publicidade. São Paulo, Nov. 1983.

CONAR. Inter-American Economic Affairs, v. 38, n. 3, 1984.

BRENNER, Steven N., MOLANDER, Earl A. Is the ethics of business changing? Harvard Business Review, Boston, v. 55, p. 57-71, Jan./Feb. 1961.

BREWER, Geoffrey. Be like Nike? sales & Marketing Management, v. 145, n. 11, p. 66-74, Sept. 1993.

CHOZA, J. La supresión del pudor. Nuestro Tiempo, n. 205, p. 11-2, Jul. 1971.

Código de Auto-Regulamentaçao Publicitária - São Paulo: CONAR, 1985.

CONAR, de olho na propaganda. O Estado de S. Paulo - Caderno de Empresas, sao Paulo, 15 ago. 1985, p. 3.

CORRIA, Petrônio. A liberdade de anunciar. São Paulo: CONAR, 1982.

COUGHLlN, Dan. Tobacco money light up Congresso Business & Society Review. n. 83, p. 19-21, Fall 1992.

DAVIS, Joel J. Good ethics is good for business: ethical attributions and response to environmental advertising, Journal of Business Ethics, V. 13, n. 11, p. 873-886, Nov.1994.

Defesa do Consumidor. Superhiper, Set 1981, p. 62.

DUKE, Charles R. et al. A method for evaluating the ethics of fear appeals. Journal of Public Policy & Marketing , v. 12, n. 1, p. 120-9, Spring 1993. Estatuto da ABAP - Associação Brasileira de Agências de Propaganda.

Estatutos Sociais do Conselho Nacional de Auto-Regulamentação Publicitária. CONAR. 1985. p. 22.

ETHICS RESOURCE CENTER. Codes of ethics in corporations and trade associations and the teaching of ethics in graduate business schools, Princeton, New York: Opinion Corporation, 1979.

FERRELL, James M., GRESHAM, Larry G. A contingency framework for understanding ethical decision making in marketing. Joumal of Marketing, V. 39, p. 87, Summer 1985.

GER - GRAN ENCICLOPEDIA RIALP. Madrid: Rialp, 1979, t. IX. p. 497.

GOERNE, Carrie. Pharmaceutical companies compete agressively to help smokers quit habil. Marketing News, v. 26, n. 7, p. 8-11, 30/Mar/92. GREEN, Michael K. Images of native Americans in advertislng: some moral issues. Journal of Business Ethics, V. 12, n. 4, p, 323·30, Apr. 1993.

GRIFFIN, George. Advertising's gre.atest challenge. Graphic Arts Monthly, V. 65, n. 11, p. 92-4, Nov 1993.

HIGHAM, Nick. The moral of the story. Marketing Week, V. 16, n. 37, p. 19, Nov. 1993.

IF THE Vatican calls. Advertising Age, Chicago, V. 64, n. 38, p. 26, 13 Sept. 1993.

ISAACS, David. La educación de las virtudes humanas. 4 ed. La educación dei pudor. Pamplona: Universidad de Navarra, tomo I, 1980. p. 233. JAFFE, JAFFE, Andrew. Advertiser, regulate thyself. Adweek, V. 34, n. 31, p. 38, Aug. 1993.

JOLlVET, Régis. Curso de Filosofia. 6. ed. Rio de Janeiro: Agir, 1963. p. 448.

KIERNAN, Penny. First salvos fired in the phoney ad war. Marketing Week, v. 16, n. 32, p. 23, Oct, 1993.

LACZNIAK, Gene R. Business ethics: a manager's primer. Business, V. 33, p. 23-9, Jan./Mar. 1983.

MARTIN, Michele. No nipples on our screen please, we're Britlsh. Campaign-London, 15/Jul/94. p. 13.

MURPHY, Patrick, LACZNIAK, Gene R. Marketing ethics: a review with implications for managers, educators and researchers, In: Review of Marketing, 1981. ENNIS, Ben M., ROERING, Kenneth J.(eds) Chicago: American Marketing Association. p. 251-66.

NUNES, Ruy. Inteligência e estudo da Filosofia. O Estado de S. Paulo, São Paulo, 20 jun. 1986, p. 2.

PATTERSON, James M. What are the social and ethical responsibilities of marketing executives? Journal of Marketing, V. 3, p. 12-5, Jul. 1966.

PETERSON, Robin T. The depiction of senior citizens in magazine advertisement: a content analysis. Journal of Business Ethics, V. 11, n. 9, p. 701-6, Sept. 1992. PLANT, Fiona. Comparative ads make contentious come-back. Campaign-London. 15 Oct, 1993, p. 16.

POMEROY, Henry J. et aL. Distilling the truth about alcohol ads. Business & Society Review, n. 83, p. 12-7, FaU1992.

PROPAGANDA brasileira Já é a sexta do mundo. Diário Comércio e Indústria, São Paulo, 26 lan. 1986.

Ranking das agências de propaganda - 1984. FENAPRO.

RODRIGUEZ LUNO, Angel. Etica. Pamplona: Universidad de Navarra, 1982. p. 93.

ROTFELD, Herbert, LACHER, Kathleen. Advertisers have little say on news coverage. Marketing News, V. 28, n. 1, p. 4-5, Jan. 1994.

SILVA, Maria de Lourdes Seraphico Peixoto da. O direito de não ver. O Estado de S. Paulo, São Paulo, 5 novo 1985. p. 44.

SNYDER, Wally. Advertising's ethical & economic imperative. American Advertising, V. 9, n. 3, p. 28, Fall 1993.

THACKER, Kathy. Brassy vs. classy creative: defining taste in advertising. Adweek. V. 15, n. 12, p. 46, Mar. 1993.

TYBOUT, Alice M., ZALTMAN, Gerald. Ethics in marketing research: their practical relevance. Journal of Marketing Research, V. XI, p. 357-68, Nov. 1974.

VAN WENSVEEN SIKER, Louke, DONAHUE, James A., GREEN, Ronald M. Does your religion make a difference in your business ethic? The case of consolidated tood, Journal of Business Ethics, V. 10, n. 11, p. 819·32. Nov. 1991.

Artigo recebido pela Redação da RAE em março/1996, avaliado e aprovado para publicação em abril/1996.

1. CHESKIN, Louis. Por que se compra. São Paulo: Pioneira, 1964.

2. CHILDS, Marquis W., CATER, Douglas. A ética em uma sociedade mercantil. São Paulo: Civilização Brasileira, 1957; FERRELL, O. C., WEAVER, Mark K. Ethical beliefs of marketing managers. Joumal of Marketing, v -. 42, p. 69-73, July 1978; SAFADV, Naief. Publicidade e propaganda. Rio de Janeiro: FGV, 1973.

3. ARRUDA, Maria Cecilia Coutinho de. Ética: uma preocupação emergente no campo do marketing social. Marketing, São Paulo, n. 151, p. 29-38, maio 1986.

4. MALANGA, Eugênio. Publicidade: uma introdução. São Paulo: Atlas, 1976; PORRAS, J. I., WEINBERG, C. P. A framework for analysing the ethics of marketing interventions. In: Govemment marketing: theory and tractice. New York: Steven E. Permut, 1981.

5. ARRUDA, Maria Cecilia Coutinho de. Ética na administração de marketing: um estudo exploratório no campo da comunicação e conceito de produtos, serviços e idéias. São Paulo: Faculdade de Economia e Administração/Universidade de São Paulo, 1986. (Tese de doutorado).

6. LUCK, David J. Broadening the concept of marketing - too far. Joumal of Marketing, v. 33, n. 3, p. 53-5, July 1969.

7. ROBIN, D. P. Value issues in marketing. In: LAMB Jr., C. w., DUNNE, P. M. (orgs.). Proceedings series: theoretical developments in marketing. American Marketing Association, 1980.

BARTELS, Roberl. A model for ethics in marketing. Journal of Marketing, v. 31, p. 20-6, Jan. 1967.
BAUMHART, Raymond C. How ethical are businessmen? Harvard Business Review, Boston, v. 39, p. 6-19, 156-76, Jul./Aug. 1961.
BENET, Suzeanne, PITTS, Roberto E., LA TOUR, Michael. The appropriateness of fear appeal use for healthcare marketing to the elderly: is it OK to scare grammy? Journal of Business Ethics. v. 12, n. 1, p. 45-55, Jan. 1993.
BODDEWYN, Jean J. Advertising self-regulation and outside participation: a multinational comparison. Westport, Conn.: Quorum, 1988.
BODDEWYN, Jean J. Decoro e sexismo em publicidade. Painel: Ética e legislação. Simpósio Internacional de Publicidade. São Paulo, Nov. 1983.
CONAR. Inter-American Economic Affairs, v. 38, n. 3, 1984.
BRENNER, Steven N., MOLANDER, Earl A. Is the ethics of business changing? Harvard Business Review, Boston, v. 55, p. 57-71, Jan./Feb. 1961.
BREWER, Geoffrey. Be like Nike? sales & Marketing Management, v. 145, n. 11, p. 66-74, Sept. 1993.
CHOZA, J. La supresión del pudor. Nuestro Tiempo, n. 205, p. 11-2, Jul. 1971.
Código de Auto-Regulamentaçao Publicitária - São Paulo: CONAR, 1985.
CONAR, de olho na propaganda. O Estado de S. Paulo - Caderno de Empresas, sao Paulo, 15 ago. 1985, p. 3.
CORRIA, Petrônio. A liberdade de anunciar. São Paulo: CONAR, 1982.
COUGHLlN, Dan. Tobacco money light up Congresso Business & Society Review. n. 83, p. 19-21, Fall 1992.
DAVIS, Joel J. Good ethics is good for business: ethical attributions and response to environmental advertising, Journal of Business Ethics, V. 13, n. 11, p. 873-886, Nov.1994.
Defesa do Consumidor. Superhiper, Set 1981, p. 62.
DUKE, Charles R. et al. A method for evaluating the ethics of fear appeals. Journal of Public Policy & Marketing , v. 12, n. 1, p. 120-9, Spring 1993.
ETHICS RESOURCE CENTER. Codes of ethics in corporations and trade associations and the teaching of ethics in graduate business schools, Princeton, New York: Opinion Corporation, 1979.
FERRELL, James M., GRESHAM, Larry G. A contingency framework for understanding ethical decision making in marketing. Joumal of Marketing, V. 39, p. 87, Summer 1985.
GER - GRAN ENCICLOPEDIA RIALP. Madrid: Rialp, 1979, t. IX. p. 497.
GOERNE, Carrie. Pharmaceutical companies compete agressively to help smokers quit habil. Marketing News, v. 26, n. 7, p. 8-11, 30/Mar/92.
GREEN, Michael K. Images of native Americans in advertislng: some moral issues. Journal of Business Ethics, V. 12, n. 4, p, 323ˇ30, Apr. 1993.
GRIFFIN, George. Advertising's gre.atest challenge. Graphic Arts Monthly, V. 65, n. 11, p. 92-4, Nov 1993.
HIGHAM, Nick. The moral of the story. Marketing Week, V. 16, n. 37, p. 19, Nov. 1993.
IF THE Vatican calls. Advertising Age, Chicago, V. 64, n. 38, p. 26, 13 Sept. 1993.
ISAACS, David. La educación de las virtudes humanas. 4 ed. La educación dei pudor. Pamplona: Universidad de Navarra, tomo I, 1980. p. 233.
JAFFE, JAFFE, Andrew. Advertiser, regulate thyself. Adweek, V. 34, n. 31, p. 38, Aug. 1993.
JOLlVET, Régis. Curso de Filosofia. 6. ed. Rio de Janeiro: Agir, 1963. p. 448.
KIERNAN, Penny. First salvos fired in the phoney ad war. Marketing Week, v. 16, n. 32, p. 23, Oct, 1993.
LACZNIAK, Gene R. Business ethics: a manager's primer. Business, V. 33, p. 23-9, Jan./Mar. 1983.
MARTIN, Michele. No nipples on our screen please, we're Britlsh. Campaign-London, 15/Jul/94. p. 13.
MURPHY, Patrick, LACZNIAK, Gene R. Marketing ethics: a review with implications for managers, educators and researchers, In: Review of Marketing, 1981. ENNIS, Ben M., ROERING, Kenneth J.(eds) Chicago: American Marketing Association. p. 251-66.
NUNES, Ruy. Inteligência e estudo da Filosofia. O Estado de S. Paulo, São Paulo, 20 jun. 1986, p. 2.
PATTERSON, James M. What are the social and ethical responsibilities of marketing executives? Journal of Marketing, V. 3, p. 12-5, Jul. 1966.
PETERSON, Robin T. The depiction of senior citizens in magazine advertisement: a content analysis. Journal of Business Ethics, V. 11, n. 9, p. 701-6, Sept. 1992.
PLANT, Fiona. Comparative ads make contentious come-back. Campaign-London. 15 Oct, 1993, p. 16.
POMEROY, Henry J. et aL. Distilling the truth about alcohol ads. Business & Society Review, n. 83, p. 12-7, FaU1992.
PROPAGANDA brasileira Já é a sexta do mundo. Diário Comércio e Indústria, São Paulo, 26 lan. 1986.
Ranking das agências de propaganda - 1984. FENAPRO.
RODRIGUEZ LUNO, Angel. Etica. Pamplona: Universidad de Navarra, 1982. p. 93.
ROTFELD, Herbert, LACHER, Kathleen. Advertisers have little say on news coverage. Marketing News, V. 28, n. 1, p. 4-5, Jan. 1994.
SILVA, Maria de Lourdes Seraphico Peixoto da. O direito de não ver. O Estado de S. Paulo, São Paulo, 5 novo 1985. p. 44.
SNYDER, Wally. Advertising's ethical & economic imperative. American Advertising, V. 9, n. 3, p. 28, Fall 1993.
THACKER, Kathy. Brassy vs. classy creative: defining taste in advertising. Adweek. V. 15, n. 12, p. 46, Mar. 1993.
TYBOUT, Alice M., ZALTMAN, Gerald. Ethics in marketing research: their practical relevance. Journal of Marketing Research, V. XI, p. 357-68, Nov. 1974.
VAN WENSVEEN SIKER, Louke, DONAHUE, James A., GREEN, Ronald M. Does your religion make a difference in your business ethic? The case of consolidated tood, Journal of Business Ethics, V. 10, n. 11, p. 819ˇ32. Nov. 1991.
1. CHESKIN, Louis. Por que se compra. São Paulo: Pioneira, 1964.
2. CHILDS, Marquis W., CATER, Douglas. A ética em uma sociedade mercantil. São Paulo: Civilização Brasileira, 1957;
FERRELL, O. C., WEAVER, Mark K. Ethical beliefs of marketing managers. Joumal of Marketing, v -. 42, p. 69-73, July 1978;
SAFADV, Naief. Publicidade e propaganda. Rio de Janeiro: FGV, 1973.
3. ARRUDA, Maria Cecilia Coutinho de. Ética: uma preocupação emergente no campo do marketing social. Marketing, São Paulo, n. 151, p. 29-38, maio 1986.
4. MALANGA, Eugênio. Publicidade: uma introdução. São Paulo: Atlas, 1976;
PORRAS, J. I., WEINBERG, C. P. A framework for analysing the ethics of marketing interventions. In: Govemment marketing: theory and tractice. New York: Steven E. Permut, 1981.
5. ARRUDA, Maria Cecilia Coutinho de. Ética na administração de marketing: um estudo exploratório no campo da comunicação e conceito de produtos, serviços e idéias. São Paulo: Faculdade de Economia e Administração/Universidade de São Paulo, 1986. (Tese de doutorado).
6. LUCK, David J. Broadening the concept of marketing - too far. Joumal of Marketing, v. 33, n. 3, p. 53-5, July 1969.
7. ROBIN, D. P. Value issues in marketing. In: LAMB Jr., C. w., DUNNE, P. M. (orgs.). Proceedings series: theoretical developments in marketing. American Marketing Association, 1980.

Datas de Publicação

Publicação nesta coleção
17 Jul 2012
Data do Fascículo
Mar 1996

Histórico

Recebido
Mar 1996
Aceito
Abr 1996

This work is licensed under a Creative Commons Attribution 4.0 International License.

[1] BARTELS, Roberl. A model for ethics in marketing. Journal of Marketing, v. 31, p. 20-6, Jan. 1967.

[2] BAUMHART, Raymond C. How ethical are businessmen? Harvard Business Review, Boston, v. 39, p. 6-19, 156-76, Jul./Aug. 1961.

[3] BENET, Suzeanne, PITTS, Roberto E., LA TOUR, Michael. The appropriateness of fear appeal use for healthcare marketing to the elderly: is it OK to scare grammy? Journal of Business Ethics. v. 12, n. 1, p. 45-55, Jan. 1993.

[4] BODDEWYN, Jean J. Advertising self-regulation and outside participation: a multinational comparison. Westport, Conn.: Quorum, 1988.

[5] BODDEWYN, Jean J. Decoro e sexismo em publicidade. Painel: Ética e legislação. Simpósio Internacional de Publicidade. São Paulo, Nov. 1983.

[6] CONAR. Inter-American Economic Affairs, v. 38, n. 3, 1984.

[7] BRENNER, Steven N., MOLANDER, Earl A. Is the ethics of business changing? Harvard Business Review, Boston, v. 55, p. 57-71, Jan./Feb. 1961.

[8] BREWER, Geoffrey. Be like Nike? sales & Marketing Management, v. 145, n. 11, p. 66-74, Sept. 1993.

[9] CHOZA, J. La supresión del pudor. Nuestro Tiempo, n. 205, p. 11-2, Jul. 1971.

[10] Código de Auto-Regulamentaçao Publicitária - São Paulo: CONAR, 1985.

[11] CONAR, de olho na propaganda. O Estado de S. Paulo - Caderno de Empresas, sao Paulo, 15 ago. 1985, p. 3.

[12] CORRIA, Petrônio. A liberdade de anunciar. São Paulo: CONAR, 1982.

[13] COUGHLlN, Dan. Tobacco money light up Congresso Business & Society Review. n. 83, p. 19-21, Fall 1992.

[14] DAVIS, Joel J. Good ethics is good for business: ethical attributions and response to environmental advertising, Journal of Business Ethics, V. 13, n. 11, p. 873-886, Nov.1994.

[15] Defesa do Consumidor. Superhiper, Set 1981, p. 62.

[16] DUKE, Charles R. et al. A method for evaluating the ethics of fear appeals. Journal of Public Policy & Marketing , v. 12, n. 1, p. 120-9, Spring 1993.

[17] ETHICS RESOURCE CENTER. Codes of ethics in corporations and trade associations and the teaching of ethics in graduate business schools, Princeton, New York: Opinion Corporation, 1979.

[18] FERRELL, James M., GRESHAM, Larry G. A contingency framework for understanding ethical decision making in marketing. Joumal of Marketing, V. 39, p. 87, Summer 1985.

[19] GER - GRAN ENCICLOPEDIA RIALP. Madrid: Rialp, 1979, t. IX. p. 497.

[20] GOERNE, Carrie. Pharmaceutical companies compete agressively to help smokers quit habil. Marketing News, v. 26, n. 7, p. 8-11, 30/Mar/92.

[21] GREEN, Michael K. Images of native Americans in advertislng: some moral issues. Journal of Business Ethics, V. 12, n. 4, p, 323ˇ30, Apr. 1993.

[22] GRIFFIN, George. Advertising's gre.atest challenge. Graphic Arts Monthly, V. 65, n. 11, p. 92-4, Nov 1993.

[23] HIGHAM, Nick. The moral of the story. Marketing Week, V. 16, n. 37, p. 19, Nov. 1993.

[24] IF THE Vatican calls. Advertising Age, Chicago, V. 64, n. 38, p. 26, 13 Sept. 1993.

[25] ISAACS, David. La educación de las virtudes humanas. 4 ed. La educación dei pudor. Pamplona: Universidad de Navarra, tomo I, 1980. p. 233.

[26] JAFFE, JAFFE, Andrew. Advertiser, regulate thyself. Adweek, V. 34, n. 31, p. 38, Aug. 1993.

[27] JOLlVET, Régis. Curso de Filosofia. 6. ed. Rio de Janeiro: Agir, 1963. p. 448.

[28] KIERNAN, Penny. First salvos fired in the phoney ad war. Marketing Week, v. 16, n. 32, p. 23, Oct, 1993.

[29] LACZNIAK, Gene R. Business ethics: a manager's primer. Business, V. 33, p. 23-9, Jan./Mar. 1983.

[30] MARTIN, Michele. No nipples on our screen please, we're Britlsh. Campaign-London, 15/Jul/94. p. 13.

[31] MURPHY, Patrick, LACZNIAK, Gene R. Marketing ethics: a review with implications for managers, educators and researchers, In: Review of Marketing, 1981. ENNIS, Ben M., ROERING, Kenneth J.(eds) Chicago: American Marketing Association. p. 251-66.

[32] NUNES, Ruy. Inteligência e estudo da Filosofia. O Estado de S. Paulo, São Paulo, 20 jun. 1986, p. 2.

[33] PATTERSON, James M. What are the social and ethical responsibilities of marketing executives? Journal of Marketing, V. 3, p. 12-5, Jul. 1966.

[34] PETERSON, Robin T. The depiction of senior citizens in magazine advertisement: a content analysis. Journal of Business Ethics, V. 11, n. 9, p. 701-6, Sept. 1992.

[35] PLANT, Fiona. Comparative ads make contentious come-back. Campaign-London. 15 Oct, 1993, p. 16.

[36] POMEROY, Henry J. et aL. Distilling the truth about alcohol ads. Business & Society Review, n. 83, p. 12-7, FaU1992.

[37] PROPAGANDA brasileira Já é a sexta do mundo. Diário Comércio e Indústria, São Paulo, 26 lan. 1986.

[38] Ranking das agências de propaganda - 1984. FENAPRO.

[39] RODRIGUEZ LUNO, Angel. Etica. Pamplona: Universidad de Navarra, 1982. p. 93.

[40] ROTFELD, Herbert, LACHER, Kathleen. Advertisers have little say on news coverage. Marketing News, V. 28, n. 1, p. 4-5, Jan. 1994.

[41] SILVA, Maria de Lourdes Seraphico Peixoto da. O direito de não ver. O Estado de S. Paulo, São Paulo, 5 novo 1985. p. 44.

[42] SNYDER, Wally. Advertising's ethical & economic imperative. American Advertising, V. 9, n. 3, p. 28, Fall 1993.

[43] THACKER, Kathy. Brassy vs. classy creative: defining taste in advertising. Adweek. V. 15, n. 12, p. 46, Mar. 1993.

[44] TYBOUT, Alice M., ZALTMAN, Gerald. Ethics in marketing research: their practical relevance. Journal of Marketing Research, V. XI, p. 357-68, Nov. 1974.

[45] VAN WENSVEEN SIKER, Louke, DONAHUE, James A., GREEN, Ronald M. Does your religion make a difference in your business ethic? The case of consolidated tood, Journal of Business Ethics, V. 10, n. 11, p. 819ˇ32. Nov. 1991.

[46] 1. CHESKIN, Louis. Por que se compra. São Paulo: Pioneira, 1964.

[47] 2. CHILDS, Marquis W., CATER, Douglas. A ética em uma sociedade mercantil. São Paulo: Civilização Brasileira, 1957;

[48] FERRELL, O. C., WEAVER, Mark K. Ethical beliefs of marketing managers. Joumal of Marketing, v -. 42, p. 69-73, July 1978;

[49] SAFADV, Naief. Publicidade e propaganda. Rio de Janeiro: FGV, 1973.

[50] 3. ARRUDA, Maria Cecilia Coutinho de. Ética: uma preocupação emergente no campo do marketing social. Marketing, São Paulo, n. 151, p. 29-38, maio 1986.

[51] 4. MALANGA, Eugênio. Publicidade: uma introdução. São Paulo: Atlas, 1976;

[52] PORRAS, J. I., WEINBERG, C. P. A framework for analysing the ethics of marketing interventions. In: Govemment marketing: theory and tractice. New York: Steven E. Permut, 1981.

[53] 5. ARRUDA, Maria Cecilia Coutinho de. Ética na administração de marketing: um estudo exploratório no campo da comunicação e conceito de produtos, serviços e idéias. São Paulo: Faculdade de Economia e Administração/Universidade de São Paulo, 1986. (Tese de doutorado).

[54] 6. LUCK, David J. Broadening the concept of marketing - too far. Joumal of Marketing, v. 33, n. 3, p. 53-5, July 1969.

[55] 7. ROBIN, D. P. Value issues in marketing. In: LAMB Jr., C. w., DUNNE, P. M. (orgs.). Proceedings series: theoretical developments in marketing. American Marketing Association, 1980.