'Wir kümmern uns um mehr als Autos' : Werbung als moralische Unternehmung

摘要

More and more big companies use not only Christian symbols in advertising to raiseup their products/ services, but they proclaim Christi an values and standards and claimalso to conform their own way of acting/ trading to these standards (e.g. Benetton,Deutsche Bank, Shell). Companies increasingly behave (or pose) as rivals in the marketof the "sense-offerers" (church, politics, science, ecological organisations etc.). This articledevelops the thesis that in (post)modern societies companies have to advertisewith moral standards to secure economical success in the future too. The dispute aboutthe sinking of "Brent Spar" (Shell), for instance, indicates which demands and risks amoral communication-strategy involves.