A ética na propaganda

This research has aimed to study the ethical patterns that guide the managers or owners of advertising agencies in Brazil and in other forty-two countries. Their knowledge or affinity to the concepts of ethics may indicate the degree of responsibility that they assume when dealing with the communication over products, services and ideas, in all of the different markets throughout the world. The comparative analysis of the opinions gathered in the research, in relation to several ethics parameters, has led to the observation that the codes of ethics do not seem to be sufficient to inform an advertising professional with respect to all of the situations and issues he deals with. A more profound knowledge of Ethics fundamental principles over nature and commercial life becomes mandatory, in order to reduce the uncertainties in a moral decision making process. Besides the questionnaires sent to professionals, data related to ads in national and foreign magazines were gathered in several institutions. The monitoring of ads in radio, television and outdoors allowed the evaluation of ongoing ethical parameters in Brazil as far as these communication means.

The role of media networks in compensating political biases: evidence from radio networks in Brazil

A central question in political economy is how to incentivize elected socials to allocate resources to those that need them the most. Research has shown that, while electoral incentives lead central governments to transfer fewer funds to non-aligned constituencies, media presence is instrumental in promoting a better allocation of resources. This study evaluates how these two phenomena interact by analyzing the role of media in compensating political biases. In particular, we analyze how media presence, connectivity and ownership affect the distribution of federal drought relief transfers to Brazilian municipalities. We find that municipalities that are not aligned with the federal government have a lower probability of receiving funds conditional on experiencing low precipitation. However, we show that the presence of radio stations compensates for this bias. This effect is driven by municipalities that have radio stations connected to a regional network rather than by the presence of local radio stations. In addition, the effect of network-connected radio stations increases with their network coverage. These findings suggests that the connection of a radio station to a network is important because it increases the salience of disasters, making it harder for the federal government to ignore non-allies. We show that our findings are not explained by the ownership and manipulation of media by politicians.

A ética na propaganda

Essa pesquisa visou conhecer os padrões de Ética que norteiam os dirigentes ou proprietários de agências de propaganda no Brasil e em outros quarenta e dois países. Seu conhecimento ou afinidade com conceitos de Ética podem indicar o grau de responsabilidade que assumem ao lidar com a comunicação de produtos, serviços e idéias, nos mais diversos mercados do mundo. A análise comparativa das opiniões detectadas na pesquisa, em relação a vários referenciais de Ética, permitiu observar que os códigos de Ética não parecem suficientes para informar um profissional de propaganda a respeito de todas as circunstâncias e matérias com que lida. Torna-se indispensável um conhecimento mais profundo dos princípios fundamentais de Ética sobre a natureza e a vida comercial, para reduzir sua incerteza no processo de tomada de decisão moral. Ao lado de questionários enviados aos profissionais, foram levantados dados referentes a anúncios em revistas estrangeiras e nacionais, coletados junto a diversas instituições. A monitoração de anúncios veiculados em rádio, televisão e outdoor permitiram avaliar os parâmetros éticos no Brasil, nestes meios de comunicação.