%0 Journal Article 
%A Spalletta, Marica
%A Ugolini, Lorenzo
%T Fashion/social advertising. What happens when fashion meets social issues.

%D 2014
%U http://hdl.handle.net/10498/22645
%X Fashion/social advertising (FSA) is a composite
phenomenon, which involves different perspectives: on
one hand, we can talk about FSA when fashion advertising
addresses social issues; on the other hand, when social
advertising is about fashion or goes against fashion.
This paper aims to understand virtues and vices of the
fashion/social advertising phenomenon through two
different qualitative researches founded on media content
analysis. The first one aims to analyses how fashion/social
ads talk to the public. The second one focuses on the
decisions of Italian Istituto dell’Autodisciplina Pubblicitaria
about fashion/social ads, aiming to understand when and
how fashion/social advertising doesn’t talk ethically.
In respect of both the quoted perspectives, the research
shows that FSA gives rise to an effective and efficient
advertising model in terms of values, texts and practices
(especially referring to the so-called “unconventional social
advertising”). At the same time, the research highlights
the shift between “thinking ethically” (on which FSA
should be grounded) and “talking ethically”; this shift
causes consistent problems concerning the management
of ethical issues in Italian advertising.

%K Fashion
%K Advertising
%K Social issues
%K Self-Regulation
%K Ethics
%K Moda
%K Publicidad
%K Asuntos Sociales
%K Autorregulación
%K Ética
%~ Universidad de Cádiz