Panorama of ethical dilemma perceptions in advertising work in Curitiba
DOI:
https://doi.org/10.19132/1807-8583.58.150096Keywords:
publicidade, ética, tomada de decisão, sensibilidade moral, intensidade moralAbstract
This article presents an overview of the process of perception of ethical dilemmas in advertising work by professionals in the field working in the city of Curitiba, Brazil. To this end, we articulate the theoretical notions of moral sensitivity, moral issue recognition, and moral intensity. Based on narrative interviews conducted in a longitudinal study of the Observatory of Advertising and Ethics in Consumption, as part of the research Professional Ethics: advertising activity in judgment, the study reveals that ethical decisions are largely conditioned by institutional and market dynamics, resulting in predominantly functional and adaptive approaches. The findings highlight clear limits to the ethical debate, with a predominance of accommodation strategies and scarce transformative mobilization within the advertising field.
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Copyright (c) 2026 Arthur Henrique Monteiro Silva, Pedro Henrique Santos Curcel, Fábio Hansen, Lara Timm Cezar
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