Ethos and globalization: an advertising vision

Abstract

Nowadays, there is a great worry about keeping ethics in the advertising campaigns related to globalized products. Because of that, many professionals have brought back the trilogy ethos-pathos-logos as ethical support in social and economical relations of the globalized market. It is seen specially in some advertising campaigns whose products became sucessfull abroad. The ethical aspect should consider the cultural identity of the countries which deal with the economical relations so that it is a challenge to the companies and to the advertising professionals to put into effect. Due to the trilogy ethos-pathos-logos some Brazilian companies and advertising agencies have got highlight with their services.