Does advertising lie? An update on the discussion about misleading advertising in emotional and informative appeals

Abstract

This paper discusses an old issue: does advertising lie? Through theoretical arguments, especially from the areas of advertising ethics, sociology and anthropology of consumption, marketing and advertising language, it presents reflections on the contexts in which emotional and informative advertising can actually be considered misleading, as well as ethical alternatives towards a more responsible attitude in this regard. In its results, it shows that emotional advertising cannot be always considered misleading, but that there are, however, times when discussing this issue is legitimate, and that ethical approaches of action can be easily adopted by professionals seeking to avoid misleading representations in informational and emotional appeals.

Key words: advertising ethics, misleading advertising, emotional advertising.