Reklama ir kalbos etika
Advertising and the ethics of language

Summary/Abstract: Assuming that language ethics is part of the language culture, the paper discusses the relevance of the above category for advertising, one of the areas of standard language use. The article gives an overview of official documents related to the ethics of advertising, analyses several more characteristic images of advertising, e.g. nationality, religion, gender, sex etc. More attention is given to the general requirements of the language of advertising. The euphemistic aspect of the language of advertising is also discussed. The discourse of advertising is treated as a socio-cultural phenomenon, suggesting a variety of models for living, communication and habits, stereotypes of thinking; as the one which changes and breaks the well established norms of social behaviour.

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