ADVERTISING AND ADMINISTRATION UNDER THE PRESSURE OF ETHICS

1. Minimal Ethics and the New Configuration
of the Public Space ...................................................................... 7
Minima Moralia and Individual Responsibility.......................................7
Minimal Ethics in the Society Built on Communication.......................15
Communication, Advertising and Minimal Ethics ...............................23
2. Administrative Ethics from the Perspective
of the Rights and Duties in Relation to Oneself......................... 35
Beyond the Ethics of Neutrality and Organizational Ethics ...............35
Ethical and Juridical ...........................................................................41
Rights and Duties in Relation to the Self............................................46
3. Administrative Ethics from the Perspective
of Rights and Duties in Relation to Otherness........................... 51
Spiritual (intellectual) duties towards others:
the problem of deception................................................................52
Euthanasia as a Public Debate Topic ................................................55
Abortion as a Topic of Public Debate and Action...............................60
4. Respect as an Exigency in Public Space Action............... 69
Personal Happiness and the Happiness of Others –
Between Duty and Respect.............................................................69
Respect as a Permanent Preoccupation of Professionals
in Public Administration..................................................................72
Competence and Professionalism – Manifestation of Respect
in Relation to the Self and to Otherness ........................................74
5. Ethical Management and Ethics Management
in Public Administration.............................................................. 81
Ethical Management...........................................................................82
Ethics Management............................................................................89
6. Deontological Codes and Their Importance in Professional
Development and the Shaping of Public Space........................ 95
The Etiquette Code and the Ethical Code..........................................95
Ethical Codes – An Instrument for Optimizing the Profession............98
Ethical Training as Instrument of Professional Development...................106
7. Ethics in the Conduct of Civil Servants................................113
Definition of Key Terms in the Professional Conduct
of Civil Servants ...........................................................................116
The General Principles of the Professional Conduct
of Civil Servants ...........................................................................117
Civil Servants’ Norms of Professional Conduct................................123
Ethical Counseling and Monitoring Norms
of Professional Conduct ...............................................................127
8. Advertising – Between the Suspension
of Desire and the Ethics of Seduction......................................133
An Inferno Named Desire ...................................................................133
Seduction as a Paradisiacal State.....................................................140
9. Ethics in the Code of Advertising Practice...........................149
The Culture of Ethic Attitudes...........................................................149
Ethical Aspects of Advertising Addressed to Children .....................156
10. Advertising and Social Responsibility................................163
Ethical Communication and Responsibility ......................................163
Social Responsibility as Protector of Privacy.......................................172
Towards an Ethics of Responsibility....................................................180
Acknowledgements ................................................................... 189
References................................................................................ 190