‘‘If Baudrillard in his works ... observes that in the advanced capitalism advertised commodities generate desire by merging fantasies with banalities and the erotic with the economic, then it follows that with the development of business ethics, the moral/ethical is merged with the material/economic... In the light of pressure put on corporations by civil society, I would argue that firms originally started developing socially responsible policies to seek political/social legitimacy rather than boost their sales. However, through the publicity that the firms engage in, informing the public about their social contributions, it is plausible to assert that, indirectly, a new form of a signifier is developing (p. 60).’’