Dolus bonus. Advertising between service and violence (1994)
Dolus bonus is an expression of jurisprudential origin based on the conviction that advertising is a form of communication that is in itself misleading, but in any case incapable of deceiving a public that is aware of its basic ‘dishonesty’. However, the possible commercial deception is not the only socially relevant aspect of advertising, which stems from clear and legitimate commercial intentions, but ends up having a series of profound effects on many important aspects of the social and political life.
A more profound ethical maturity within the advertising world would lead to a reduction in the critical stance towards advertising, also in a broader horizon extended to the extra-economic aspects of the phenomenon, especially in the educational sector, where the dangers represented by the impact of advertising on minors are particularly evident.
Part 1 – Advertising in the Life of Business
Chapter 1. Advertising
Chapter 2. Information in advertising
Chapter 3. The economic dimension
Chapter 4. Covert persuasion?
Chapter 5. Advertising “theories
Chapter 6. From marketing strategy to advertising campaign
Chapter 7. The contribution of research
Chapter 8. Non-commercial advertising
Part 2 – Advertising in Society’s everyday life
Chapter 1. Advertising and Society
Chapter 2. Advertising illusion
Chapter 3. The Ideological Burden
Chapter 4. The products of concern
Chapter 5. Advertising and minors
Chapter 6. Advertising and the mass media
Chapter 7. The Self-Regulatory Response
Chapter 8. State Intervention
Chapter 9. The Tasks of Criticism and Ethics