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Pleasure” and health” arc two life styles that have an economical aspect. Strategic marketing communications arc not tired of constantly developing new life forms although they arc not new anymore. The best example for this would be thc judgment of value of the new realm of pleasure one gets when one is hungry and buys ihese delicious French fries. New life forms gradually dominate our prosperous society. Doubtlessly this is an impression we get from the classical brand advertisement. It is not thoroughly understood in real life, flic ethical needs arc not satisfied with buying or consuming.

Economy and Ethics follow paradoxical value judgments.

We have encountered an assumption that we need to give thought to. The classical marketing communications try to meet the emotional needs of its target group.

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