Advertising and Authentic Happiness

Can They Be Good Friends?

Authored by: José Antonio Muñiz-Velázquez , Juan F. Plaza

The Routledge Handbook of Positive Communication

Print publication date:  December  2018
Online publication date:  January  2019

Print ISBN: 9781138633278
eBook ISBN: 9781315207759
Adobe ISBN:


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Many of the academic studies about advertising and marketing communication have traditionally pointed to its possible adverse or harmful effects on individuals and society. These are problematic effects, such as the promotion of an excessive and obsessive desire, a chronic dissatisfaction. In short, apart from other psychical and health problems, advertising has been accused of increasing unhappiness, transmitting the idea that happiness is only possible through the consumption of goods and services.

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