David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
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European Journal of Marketing 36 (5/6):570-594 (2002)
This paper examines visual representation from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical race theory. Suggests ways to clarify complex issues of representational ethics in marketing communications and marketing representations, suggesting an analysis that makes identity creation central to societal marketing concerns. Analyzes representations of the exotic Other in disparate marketing campaigns, drawing upon tourist promotions, advertisements, and mundane objects in material culture. Moreover, music is an important force in marketing communication: visual representations in music promotions are also explored as data for inquiry. Offers an alternative to phenomenologically based approaches in marketing and consumer research scholarship that use consumer responses to generate data. Contributes additional insight into societal marketing and places global marketing processes within the intersection of ethics, aesthetics and representation.
|Keywords||ethics of representation research methods social marketing|
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Citations of this work BETA
Janet L. Borgerson, Jonathan E. Schroeder, Martin Escudero Magnusson & Frank Magnusson (2009). Corporate Communication, Ethics, and Operational Identity: A Case Study of Benetton. Business Ethics 18 (3):209-223.
Per-Anders Forstorp (2007). Fundraising Discourse and the Commodification of the Other. Business Ethics 16 (3):286–301.
Janet L. Borgerson, Jonathan E. Schroeder, Martin Escudero Magnusson & Frank Magnusson (2009). Corporate Communication, Ethics, and Operational Identity: A Case Study of Benetton. Business Ethics: A European Review 18 (3):209-223.
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