Advertising – Manipulative Marketing, and its ethical borders

Pátkai Roni (2023) Advertising – Manipulative Marketing, and its ethical borders. Faculty of Commerce, Catering and Tourism.

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Modern advertising is often accused of trying to manipulate consumers. Of course, all brands try to shape customer tastes and influence buying habits. But where is the line drawn between well-intentioned influence and harmful manipulation In our daily life, we come across advertisements countless times. We are greeted by billboards and leaflets on the street, a series of advertisements await us on public transport, and we are also bombarded by the media in our homes via television, radio, the internet, or even newspapers. Therefore, we might think that we are no longer affected by many advertisements, but we are wrong. We have no idea how much of an impact they have on us. All this influence does not take place on a conscious level, which is why it is difficult to recognize that we are being manipulated.I aim to show a clear picture by harmonizing the theoretical background with everyday life. I would like anyone who reads my thesis to be able to receive useful and comprehensive information, protected against the traps of the Internet world and the manipulative effects of advertising. Instead of producing conspiracy theories (e.g: everyone is always intercepted everywhere, even with closed telephones), I look for a scientific approach and interpret it, putting it into context. Supporting my claims with the publications and research results of experts, I would like to highlight the need for awareness and information filtering.I would like to find out, how aware people are when it comes to advertising. Do they recognize when they want to be manipulated, do they know, what they „agree”, when they click it, and how it makes them feel, are they bothered by the given situation Do they know exactly that in the 22nd century, thanks to the achievements and developments of the 4th industrial revolution, who can use their data and internet search history and for what How aware people are of how they try to influence them, how they follow their habits, and how much they feel that they have violated the boundaries of their private sphere and their personal rights.As well as collecting and analyzing the professional material, research, literature, and statistics I would like to create an overview that covers the issue thoroughly, which is a good opportunity to see the complexity of the topic. In this way, we can get to know the different techniques and mechanisms, which can also help us on the path of awareness.


Budapest Business University


Faculty of Commerce, Catering and Tourism


Kereskedelem Tanszék




Kereskedelem és marketing


Konzulens neve
Konzulens típusa
Assignment, Scientific qualification, Institution
Molnár Zsolt
Mesteroktató; Kereskedelem Tanszék; KVIK

Item Type: Thesis (UNSPECIFIED)
Uncontrolled Keywords: advertisements, ethics, manipulation, online marketing, personal rights
SWORD Depositor: Archive User
Depositing User: Archive User
Date Deposited: 2023. Mar. 19. 18:24
Last Modified: 2023. Mar. 19. 18:24

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