3058
Advertising is considered the main means of communication between traders and consumers. In the present work, first we analyzed the concept of "advertising", highlighting its ambiguous nature, and analyzed its legal definition, differentiating between "advertising" and "prop...
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| Formato: | Artículo publishedVersion |
| Lenguaje: | Español |
| Publicado: |
Universidad de Buenos Aires. Facultad de Derecho. Departamento de Publicaciones
2013
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| Acceso en línea: | http://www.derecho.uba.ar/publicaciones/pensar-en-derecho/revistas/3/valor-empresa-y-publicidad.pdf http://repositoriouba.sisbi.uba.ar/gsdl/cgi-bin/library.cgi?a=d&c=pensar&cl=CL1&d=HWA_3058 https://repositoriouba.sisbi.uba.ar/gsdl/collect/pensar/index/assoc/HWA_3058.dir/3058.PDF |
| Aporte de: |
| Sumario: | Advertising is considered the main means of communication between traders and consumers. In the present work, first we analyzed the concept of "advertising", highlighting its ambiguous nature, and analyzed its legal definition, differentiating between "advertising" and "propaganda", understanding that advertising is covered by business law about legal trading in the market. Then we explained the arguments that constitutionally protect the advertising activity. We also analyzed the information asymmetries that exist between the actors of the advertising communication chain, and the damages that that could cause to the receptors. Lastly, we presented guidelines to mitigate the effects of the information inequalities between businessmen and the receptors of the advertisements, giving special consideration to the social obligation that lies on the issuer of the advertisement given the confidence gained from the actors in the market. |
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