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Advertising As Mean Of Manipulation Of People


  • Camelia PAVEL

    (Faculty of Commercial and Tourism Management, Christian University “Dimitrie Cantemir”, Bucharest, Romania)


The article provides a number of issues involved in defining manipulation, because both in the current language as in the specialty literature, the manipulation notion is used with multiple significations, often contradictory ones, and that it’s not firmly delimited by other notions from the same sphere, like persuasion or propaganda. The aim of the article will be, in the end, removing ambiguity that surrounds this concept and offering a better understanding of its very real effects on human lives. We advance and sustain the hypothesis that manipulation is an illegitimate process, justified by the structure of the human conscience and by the mechanisms of the social life. In addition, the paper provides a concrete example of manipulation of public through advertising contracts offered by Roşia Montană Gold Corporation. Finally conclusions were outlined.

Suggested Citation

  • Camelia PAVEL, 2014. "Advertising As Mean Of Manipulation Of People," Management Intercultural, Romanian Foundation for Business Intelligence, Editorial Department, issue 30, pages 193-200, April.
  • Handle: RePEc:cmj:interc:y:2014:i:30:p:193-200

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    More about this item


    Manipulation; Influence; Persuasion; Advertising;

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising


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