Abstract:
Following research paper attempts to explain the importance and role of ethics in advertising and daily life. Ethics in advertising is considered one of the most important issues, especially nowadays. Hence, advertising influences and manipulates public opinion instead of sending a clear and convincing message. The main purpose of this thesis is to identify the role of ethics in advertising and to create research based on theoretical knowledge. In the first chapter concept of ethics and the main theory behind it is introduced. It is based on different examples taken from local advertisements. The second chapter is about advertising of local company „Ponti”. Therefore, society that promotes human rights and tolerance can be considered ethical and civilized.
