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companies which advertise in areas where they and the consumers can find mutual goals and
interests.

Another strong stimulus for consumer manipulation through advertising is the
capability and the extent of alteration of the mechanism of advertising which aims to persuade
the consumer. The persuasive advertising could be divided into two types which are non-
manipulative and manipulative advertising. The non manipulative persuasion through
advertising consists in simply presenting the product or service, in the best possible light. The
advertiser doesn’t need to lie, omit details or intimidate the consumer. This type of advertising
is truthful, that is the facts presented are real, the information is giving in a clear, logical
manner, in order to convince by informing (Grover, 2011).

The ethics of marketing has in view to what extent the marketing behavior, decisions
and practices fit the rules and principles of good conduct. The advertising practices must have a
set of ethical principles that could help the managers to evaluate the moral importance of each
action and to decide how far they could go, in order to stay just on line of ethics. The research
of the subject highlights three dominant principles of ethics in advertising which obey the law,
act in your self-interest and comply with the ethics (Craig Smith, 2000; Danciu, 2009; Gray,
2011).

Victor DANCIU Bucharest University of Economic Studies
dvictorsambotin@yahoo.com

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