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Acta Bioethica

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A bioethical examination of the use of human emotions as a film marketing tool on short video platforms: normative morality applicable to film marketing matrix

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Vol. 28 No. 2 (2022): DESARROLLOS ACTUALES Y BIOÉTICA

Abstract

The marketing matrix on a short video platform is an intriguing research topic. It is a novel film marketing strategy on the short video platform that successfully stimulates the audience’s emotion in the film marketing process, but it must also be ethically tested.To address this desire, we examine the problem using normative ethics (consequentialism, deontology, and virtue ethics). The marketing matrix will be addressed within the framework of philosophical ethics, whose emotional marketing can be tested, in what follows, through reviews of literature and content analysis. First and foremost, a matrix standpoint will be adopted in order to provide a preliminary conceptualization along with its emotional techniques of the marketing matrix; then, the marketing matrix will be addressed within the framework of philosophical ethics, whose emotional marketing can be tested. In the future, when creating a moral marketing matrix, the author proposes that numerous ethical concepts be taken into account comprehensively.

Keywords:

bioethics; normative morality; short video platforms; film marketing

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How to Cite
Zhang, H. ., & Zang, Z. . (2022). A bioethical examination of the use of human emotions as a film marketing tool on short video platforms: normative morality applicable to film marketing matrix. Acta Bioethica, 28(2), pp. 301–309. Retrieved from https://actabioethica.uchile.cl/index.php/AB/article/view/69020
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Acta Bioethica
Centro Interdisciplinario de Estudios en Bioética
Universidad de Chile
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