UDC: 004.738.5:659.1

DOI: 10.7595/management.fon.2014.0020

In this paper we shall consider grosso modo actual opinions regarding advertising and advertising ethics. The emergence of the Internet aroused hope that advertising ethics is not the ultimate oxymoron (Beltramini, 2003). In spite of a negative connotation that postmodernism and globalization added to advertising theory and practice, the appearance of the Internet has really changed business philosophy regarding advertising and emphasized its ethical dimension. Results of our research confirm this thesis.

Keywords: advertising, ethics, postmodernism, globalization, Internet

Dušan Ljubičić

Belgrade Business School, Serbia

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