Business Ethics as an Ethical Self-Promotion? How Advertising Executives Promote their Activity
Keywords: France, Advertising agency, Self-promotion, Commodification, Business ethics
AbstractIn 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.
Copyright (c) 2017 Léa Porée
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