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| Author: | Borgerson, J. L. Schroeder, J. E. |
| Title: | Ethical issues of global marketing: avoiding bad faith in visual representation |
| Journal: | European Journal of Marketing
2002 : VOL. 36:5-6, p. 570-594 |
| Index terms: | COMMUNICATION ETHICS GLOBAL MARKETING MARKETING CONCEPT |
| Language: | eng |
| Abstract: | This paper examines visual representation in marketing communication from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical race theory. An ontological approach is offered as an alternative to phenomenologically based approaches in marketing scholarship that use consumer responses to generate data. |
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