Ethical issues of global marketing: avoiding bad faith in visual representation

European Journal of Marketing 36 (5/6):570-594 (2002)
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Abstract
This paper examines visual representation from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical race theory. Suggests ways to clarify complex issues of representational ethics in marketing communications and marketing representations, suggesting an analysis that makes identity creation central to societal marketing concerns. Analyzes representations of the exotic Other in disparate marketing campaigns, drawing upon tourist promotions, advertisements, and mundane objects in material culture. Moreover, music is an important force in marketing communication: visual representations in music promotions are also explored as data for inquiry. Offers an alternative to phenomenologically based approaches in marketing and consumer research scholarship that use consumer responses to generate data. Contributes additional insight into societal marketing and places global marketing processes within the intersection of ethics, aesthetics and representation.
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Archival date: 2009-06-05
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On the Harmony of Feminist Ethics and Business Ethics.Janet L. Borgerson - 2007 - Business and Society Review 112 (4):477-509.
Business Ethics and Existentialism.Ashman, Ian & Winstanley, Diana
Corporate Communication, Ethics, and Operational Identity: A Case Study of Benetton.Borgerson, Janet L.; Schroeder, Jonathan E.; Magnusson, Martin Escudero & Magnusson, Frank
Corporate Communication, Ethics, and Operational Identity: A Case Study of Benetton.Borgerson, Janet L.; Schroeder, Jonathan E.; Escudero Magnusson, Martin & Magnusson, Frank

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