Moralitate, imoralitate şi amoralitate în comunicarea publicitară
Morality, immorality and amorality concerning the communication in advertising

Summary/Abstract: This paper aims to examine the communication in advertising along the lines of the trichotomy moral-immoral-amoral. The communication in advertising is, in principle and instrumentally, an amoral, ideal and actional construction, but its socio-cultural and economic actualizations can be characterized by the binomial moral-immoral. And often, these updates tend (themselves or through their perspective) towards the spectrum of immorality. This paper aims, from a neutral point of view, to complete this picture showing some essential forms of dynamic equilibrium between all three terms of the relationship morality-immorality-amorality in respect of the communication in advertising.

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