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G. Lipovetsky: The Painless Ethics
Pavelcová, Tereza ; Jirsa, Jakub (advisor) ; Čapek, Jakub (referee)
The aim of this bachelor thesis is to follow and to critically interpret the proposition about the development of ethics and morality in the work of Gilles Lipovetsky both on specific examples from the history of ethics and its contemporary reflections. The thesis should clarify in what cases is his philosophical and sociological diagnosis, analysis and prediction justified and where it is on the contrary problematic and why. Lipovetsky's proposition in his book The Twilight of Duty is that contemporary moral "boom" is actually a shock and not only a comeback or a revitalization of the traditional morality. It would be no exaggeration to say that contemporary morality is definitely leaving the traditional one behind. The ambition of the thesis is also to give a formulation of the character and typical manifestation of Lipovetsky's "postmoral ethics of the third type" with neither religious nor lay basis in form of duty. The thesis is aware of the tension between the ethical ardor and decadence, the incitements to individualism and the demands of society, in short the tension between responsible and irresponsible ethics. The aim is also to try to justify the applied ethics of responsibility formulated by Lipovetsky, which is to be set in the period of "the twilight of duty", when we no longer have a...
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G. Lipovetsky: The Painless Ethics
Pavelcová, Tereza ; Jirsa, Jakub (advisor) ; Čapek, Jakub (referee)
The aim of this bachelor thesis is to follow and to critically interpret the proposition about the development of ethics and morality in the work of Gilles Lipovetsky both on specific examples from the history of ethics and its contemporary reflections. The thesis should clarify in what cases is his philosophical and sociological diagnosis, analysis and prediction justified and where it is on the contrary problematic and why. Lipovetsky's proposition in his book The Twilight of Duty is that contemporary moral "boom" is actually a shock and not only a comeback or a revitalization of the traditional morality. It would be no exaggeration to say that contemporary morality is definitely leaving the traditional one behind. The ambition of the thesis is also to give a formulation of the character and typical manifestation of Lipovetsky's "postmoral ethics of the third type" with neither religious nor lay basis in form of duty. The thesis is aware of the tension between the ethical ardor and decadence, the incitements to individualism and the demands of society, in short the tension between responsible and irresponsible ethics. The aim is also to try to justify the applied ethics of responsibility formulated by Lipovetsky, which is to be set in the period of "the twilight of duty", when we no longer have a...
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Application of neuroscience in the field of marketing in relation to ethics
Smetanová, Alžběta ; Sigmund, Tomáš (advisor) ; Vacura, Miroslav (referee)
The bachelor thesis Application of neuroscience in the field of marketing in relation to ethics focuses on a current topic of neuromarketing and its ethical aspects. Firstly, it describes neuroscience as a discipline which lays the foundation for neuromarketing. Consequently, it defines the term neuromarketing and briefly summarizes its history. The thesis continues with a thorough examination of practical use of findings of neuroscience for commercial purposes, ranging from basic principles of neuromarketing to a relevance of this relatively new discipline. While reflecting diversity of opinions on the actual contribution of neuromarketing, the thesis proceeds with a discussion of the issue of communicating neuromarketing methods on a business-to-business market and then pays close attention to potentially unethical areas in the practice of neuromarketing. In its final part, the thesis debates a question of manipulation through the lens of three different approches to moral philosophy, namely utilitarianism, deontology and the ethics of responsibility.
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