Abstract
This work aims to present four concepts of ethics used in the research project “Ethical-non-moralist advertising.” Each concept treats the term differently: ethics as a synonym for morals, ethics as legislation, statute, or code, ethics as a reflection of morals, and ethics as aesthetics of existence. To achieve the objective, this work uses the bibliographic research method and is based on texts produced mainly by the authors Yves de La Taille (2007)LA TAILLE, Y. de. Moral e Ética: dimensões intelectuais e afetivas. Porto Alegre: Artmed, 2007. Disponível em: https://books.google.com.br/books?hl=pt-BR&lr=&id=8xn13mczBQYC&oi=fnd&pg=PA5&dq=%C3%A9tica&ots=5EihviAzIG&sig=4m8OPG17cB6-GoVGtBOXSai9hnI#v=onepage&q=%C3%A9tica&f=false. Acesso em: 09 jun. 2020.
https://books.google.com.br/books?hl=pt-...
, Adolfo Sánchez Vázquez (2017)VÁZQUEZ, A. S. Ética. Rio de Janeiro: Civilização Brasileira, 2017. Disponível em: https://www.cairu.br/biblioteca/arquivos/servicosocialead/etica.pdf. Acesso em: 09 jun. 2020.
https://www.cairu.br/biblioteca/arquivos...
, Clóvis de Barros Filho (2014)BARROS FILHO, Clóvis. O que é moral? | Clóvis de Barros Filho. Casa do Saber. Youtube, mar. 2014. 1 vídeo (2min33s). Disponível em: https://www.youtube.com/watch?v=Jsjn49FxJLc. Acesso em: 09 jun. 2020.
https://www.youtube.com/watch?v=Jsjn49Fx...
, Bruno Abílio Galvão (2014)GALVÃO, B. A. A ética em Michel Foucault: do cuidado de si à estética da existência. Revista Intuitio, v. 7, n. 1, 2014. Disponível em: http://revistaseletronicas.pucrs.br/ojs/index.php/intuitio/article/view/17068. Acesso em: 09 jun. 2020.
http://revistaseletronicas.pucrs.br/ojs/...
and Michel Foucault (2019)FOUCAULT, M. História da sexualidade 2: o uso dos prazeres. Rio de Janeiro/São Paulo: Paz e Terra, 2019.. With this, understand that the term ethics can have different meanings and understandings, depending on the context in which it is applied.
Keywords:
Ethics; Morals; Advertising; Communication