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Ética na publicidade sob o ponto de vista dos profissionais portugueses do setor
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Reconhecendo a responsabilidade civil das agências publicitárias e do trabalho que produzem, esta dissertação propõe-se a recolher a perspetiva de profissionais da área (do departamento criativo, accounts e alguns membros de alta chefia) sobre a atividade e os desafios por estes/as enfrentados, explorando os seus raciocínios éticos. Debruça-se ainda sobre o clima e cultura organizacional, as relações entre profissionais e os códigos que os orientam e regulam, na pretensão de compreender o “estado da arte” da ética da/na publicidade em Portugal. Por último, a investigação sugere as principais barreiras e soluções identificadas nas palavras de 51 entrevistados/as e nas investigações de outros autores académicos.
Recognizing the civil responsibility of advertising agencies and its work, this dissertation intends to gather advertising professionals’ perspectives (from the creative department, accounts and some members of top management) about the industry, their jobs and the challenges they face, exploring their ethical reasoning. This investigation dwells on organizational climate and culture, professional relationships and existent ethical codes, aiming to understand the “state of the art” of advertising’s ethics and ethics in advertising, in Portugal. Last, it suggests some of the main barriers and solutions identified in 51 interviews, and by other academic authors.
Recognizing the civil responsibility of advertising agencies and its work, this dissertation intends to gather advertising professionals’ perspectives (from the creative department, accounts and some members of top management) about the industry, their jobs and the challenges they face, exploring their ethical reasoning. This investigation dwells on organizational climate and culture, professional relationships and existent ethical codes, aiming to understand the “state of the art” of advertising’s ethics and ethics in advertising, in Portugal. Last, it suggests some of the main barriers and solutions identified in 51 interviews, and by other academic authors.
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Ética Agências Publicidade Cultura organizacional Portugal Códigos de conduta Ethics Agencies Advertising Organizational culture Portugal Codes of conduct