Publicidade e questões morais: provocações com jovens no sul do Brasil

The aim is to present an analysis of ethical and moral issues that arose during discussions with young people about advertising messages, to which they had been exposed. Such discussions were focused on the theme “social interactions and technology use”. This is a qualitative study based both on literature and documental research and on focus groups, using axiological analysis. The analysis revealed youngsters’ perception on what they consider as positive and negative aspects of message contents. They highlight the role played by advertising in the process of coexisting and they understand that advertising messages should aim to promote good relationships and welfare among individuals