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| Author: | Caccamo, J.F. |
| Title: | The ethics of branding in the age of ubiquitous media: Insights from catholic social teaching |
| Journal: | Journal of Business Ethics
2009 : VOL 90: SUPPL. 3, p. 301-313 |
| Index terms: | marketing advertising ethics churches brands |
| Freeterms: | branding teaching social communication media common good development |
| Language: | eng |
| Abstract: | For long, branding has been seen as a effective way of product marketing. However, the use of brand-based (henceforth as: b-b.) marketing campaigns has got under inspection during the last 10 years due to its power to ease deception and emotional manipulation. This paper deals with the tradition of writing on social ethical issues within the Roman Catholic Church. It is suggested that Catholic social teaching provides a distinctive approach to advertising ethics charting a middle course btw. the two poles of the debate on branding. Herein, introduced is the approach to advertising developed within Vatican documents on media, underlining the basic values and the particular moral norms for advertising that are articulated. These values and norms are applied to the case of b-b. advertising, ultimately suggesting that advertisers approach their work through the virtue of solidarity. |
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