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More and more big companies use not only Christian symbols in advertising to raise
up their products/ services, but they proclaim Christi an values and standards and claim
also to conform their own way of acting/ trading to these standards (e.g. Benetton,
Deutsche Bank, Shell). Companies increasingly behave (or pose) as rivals in the market
of the "sense-offerers" (church, politics, science, ecological organisations etc.). This article
develops the thesis that in (post)modern societies companies have to advertise
with moral standards to secure economical success in the future too. The dispute about
the sinking of "Brent Spar" (Shell), for instance, indicates which demands and risks a
moral communication-strategy involves.
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