Since 2014
Business Ethics as an Ethical Self-Promotion? How Advertising Executives Promote their Activity
Journal of Business Anthropology
View Archive Info| Field | Value | |
| Title |
Business Ethics as an Ethical Self-Promotion? How Advertising Executives Promote their Activity
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| Creator |
Porée, Léa
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| Subject |
France; Advertising agency; Self-promotion; Commodification; Business ethics
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| Description |
In this paper, I suggest that we untangle the business ethics of a French advertising agency as a social critique of the advertising field. I attempt to analyse the display and promotion of values used in order to enhance the agency’s activity. Is the agency’s business ethics simply a form of commodification and a marketing strategy? Or is it an attempt to introduce morality into a business that is supposedly not moral? I also intend to highlight the way that employees understand and negotiate this entrepreneurial discourse. Ethics has multiple purposes: it is a communication tool that promotes the agency itself, and it serves as a guarantee for good advertising practice. The study of business ethics in the agency emphasizes how the firm reconciles its entrepreneurial logic with the moral values it claims.
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| Publisher |
Copenhagen Business School
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| Contributor |
—
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| Date |
2016-05-24
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion — |
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| Format |
application/pdf
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| Identifier |
http://ej.lib.cbs.dk/index.php/jba/article/view/5008
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| Source |
Journal of Business Anthropology; 2016: Special Issue 3: Business Ethics; 54-64
2245-4217 |
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| Language |
eng
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| Relation |
http://ej.lib.cbs.dk/index.php/jba/article/view/5008/5438
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