"Valor empresa" y publicidad
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 |
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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 http://repositoriouba.sisbi.uba.ar/gsdl/collect/pensar/index/assoc/HWA_3058.dir/3058.PDF |
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I28-R145-HWA_3058 |
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I28-R145-HWA_30582020-02-18 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. Argentina Tornetto, Eliana Belén 2013 Dossier: La empresa comercial: proyección hacia la comunidad. -- El trabajo parte de la base de considerar a la publicidad como la principal vía de comunicación entre los empresarios y sus consumidores. En primer lugar, se analiza conceptualmente el término publicidad, se destaca el carácter ambiguo de la palabra, se analiza su definición legal, se distingue la publicidad de la propaganda y se ubica a la publicidad dentro del derecho comercial, entendido como aquel que regula el tráfico jurídico. Luego, se exponen las razones que amparan constitucionalmente la actividad publicitaria. Seguidamente, se analizan las asimetrías informativas entre los actores de la cadena de comunicación publicitaria y los perjuicios que ello puede ocasionar en sus destinatarios. Por último, se exponen pautas para mitigar los efectos de las desigualdades informativas entre empresarios y destinatarios de la publicidad con especial consideración por la obligación social que recae sobre el emisor del aviso a consecuencia de la confianza ganada a los actores que intervienen en el mercado. application/pdf 2314-0186 (impreso) 2314-0194 (en l?nea) http://www.derecho.uba.ar/publicaciones/pensar-en-derecho/revistas/3/valor-empresa-y-publicidad.pdf Publicidad Propaganda Empresa Información Consumidores Derecho comercial Contrato de publicidad Comunicaciones Advertising Propaganda Company Consumers Information spa Universidad de Buenos Aires. Facultad de Derecho. Departamento de Publicaciones info:eu-repo/semantics/openAccess https://creativecommons.org/licenses/by-nc-nd/2.5/ar/ Pensar en Derecho, a. 2, no. 03 "Valor empresa" y publicidad info:eu-repo/semantics/article info:ar-repo/semantics/artículo info:eu-repo/semantics/publishedVersion http://repositoriouba.sisbi.uba.ar/gsdl/cgi-bin/library.cgi?a=d&c=pensar&cl=CL1&d=HWA_3058 http://repositoriouba.sisbi.uba.ar/gsdl/collect/pensar/index/assoc/HWA_3058.dir/3058.PDF |
| institution |
Universidad de Buenos Aires |
| institution_str |
I-28 |
| repository_str |
R-145 |
| collection |
Repositorio Digital de la Universidad de Buenos Aires (UBA) |
| language |
Español |
| orig_language_str_mv |
spa |
| topic |
Publicidad Propaganda Empresa Información Consumidores Derecho comercial Contrato de publicidad Comunicaciones Advertising Propaganda Company Consumers Information |
| spellingShingle |
Publicidad Propaganda Empresa Información Consumidores Derecho comercial Contrato de publicidad Comunicaciones Advertising Propaganda Company Consumers Information Tornetto, Eliana Belén "Valor empresa" y publicidad |
| topic_facet |
Publicidad Propaganda Empresa Información Consumidores Derecho comercial Contrato de publicidad Comunicaciones Advertising Propaganda Company Consumers Information |
| description |
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. |
| format |
Artículo Artículo publishedVersion |
| author |
Tornetto, Eliana Belén |
| author_facet |
Tornetto, Eliana Belén |
| author_sort |
Tornetto, Eliana Belén |
| title |
"Valor empresa" y publicidad |
| title_short |
"Valor empresa" y publicidad |
| title_full |
"Valor empresa" y publicidad |
| title_fullStr |
"Valor empresa" y publicidad |
| title_full_unstemmed |
"Valor empresa" y publicidad |
| title_sort |
"valor empresa" y publicidad |
| publisher |
Universidad de Buenos Aires. Facultad de Derecho. Departamento de Publicaciones |
| publishDate |
2013 |
| url |
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 http://repositoriouba.sisbi.uba.ar/gsdl/collect/pensar/index/assoc/HWA_3058.dir/3058.PDF |
| work_keys_str_mv |
AT tornettoelianabelen valorempresaypublicidad |
| _version_ |
1766022713247268864 |