MORALNO RASUĐIVANJE U MARKETINŠKOM OGLAŠAVANJU
MORAL JUDGEMENT IN MARKETING ADVERTISING

Summary/Abstract: Advertising, as the integral part of promotional activities of various business organisations, has a fundamental role of speeding up market exchange processes of goods and services. In the complex social and economic interactions of business agents during the process of marketing, the interests of involved business organisations become intertwined or even opposed. This is usually accompanied by various social values such as liberty, autonomy, justice, trust, truthfulness and prosperity. Successful adjustment of economic interests and aforestated values of all marketing stakeholders is based on some of the dominating moral approaches – utilitarian, deontological or some other one. The goal of this paper is to analyse and specify major moral aspects of moral doing in the area of business marketing, with a particular attention to truthfulness, manipulation techniques, paternalism in business advertising, advertising prohibition and moral responsibility distribution. Specification of moral aspects of business advertising makes them eligible for mutual balance so that the business process can become better adjusted to economic and ethical principles. The main research method used in this paper is comparison method – the authors compare viewpoints of various authorities on this topic. The main conclusion drawn from this research is that business organisations have the obligation to constantly review moral aspects of their marketing business activities that are or potentially might be considered as hazardous to other parties involved in the whole process. Th e construction of ethic decision-making infrastructure, as a prerequisite for sustainable business development, is equally important as all other prerequisites, or primus inter pares.

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