On Moral Problems Of Celebrities In Advertisements And The Strategies Of Governing

With the fast development of Chinese economy, the competition between enterprises becomes more and more intense; as a result, celebrities find favor in the eyes of advertisers because of their wide and profound influence. In 1990's celebrities began appearing in advertisements, and now they star in half of the advertisements. However, disputes and problems of such advertisements appear one after another. In this thesis some moral problems in celebrity advertisements and their causes are analyzed from the view of ethics, and meanwhile some strategies standardizing such advertisements are discussed.The basis and significance of this research, and some previous studies relevant to it are proposed in the first part of the thesis. Furthermore, some relevant concepts and the moral principles which should be observed by celebrities in advertisements are explained. The thesis holds that in making advertisements celebrities should follow the principles of honesty, justice and health. Then, in view of the moral problems of celebrities in advertisements, the thesis makes a profound analysis, holding that such problems are the result of the lacking of social responsibility of the celebrities in their single-faced pursuit of self-interest, the lagging of legislation and construction of self-discipline mechanism, and imperfect social supervision system. In order to standardize the actions of celebrities in advertisements, the measures and suggestions are finally proposed in the thesis: 1) perfecting relevant laws and regulations; 2) constructing self-discipline mechanism to raise the moral standard of the celebrities; 3) perfectmg administrative supervision mechanism to sensor advertisements made by celebrities; and 4) amplifying social supervision system.