TY  - CHAP
U1  - Buchbeitrag
A1  - Höckner, Theresa
A1  - Strähle, Jochen
ED  - Strähle, Jochen
T1  - The ethical side of emotional fashion advertising
T2  - Emotionalizing fashion retail : the guide for retail success
N2  - Purpose: The purpose of this paper is to analyze if the practice of emotional fashion advertising has ethical dimensions, which must be considered by the companies using those advertising approaches in order to adhere to their general ethical and social responsibility.

Findings: First it was shown that companies have a social and hence ethical responsibility toward the society they operate in and that this responsibility includes their marketing and advertising activities. Furthermore it was examined how emotional advertising works in order to analyze this practice from an ethical point of view. It was shown that an emotional advertising approach can have negative effects on consumers and therefore could jeopardize a company's ethical responsibility.
KW  - emotional advertising
KW  - fashion advertising
KW  - ethical advertising
KW  - marketing ethics
Y1  - 2015
SN  - 978-3-7347-5821-8
SB  - 978-3-7347-5821-8
SP  - 88
EP  - 117
S1  - 30
PB  - Books on Demand
CY  - Norderstedt
ER  -