Main National Ethical Problems And Its Preventing Measures In The Advertising Field

The development of the marketing economy promotes the exploitation of the new production and their renovation, pricking up the competition in the market and facilitating the development of the national advertising. Business circles and the producers show up all kinds of colorful advertisement and crow about their products and do the sale promotion in order to enlarge the portion in the market. In the sever advertise fight, some inharmonious note which pollute and destroy the social and cultural environment as well as harm the interest of the others, society and even the human and the nature. The appearances of the advertising ethics one after another arose profound attention of the society. Today, as we emphasize "to manage the country by relying on the morality ", it is necessary to complete and perfect our national social advertising ethics system with in a further step.This essay, aiming at the main ethical problems in our national advertising field and doing a conclusion and analysis, takes the view that the main shows exist in the advertising ethical field are false advertisements, sex discrimination, bad and mean taste, neglect the bioethics and publishlized advertising. Aiming at these problems, I open out the reasons of the problems with the reason analysis in various levels: the subjective factor of the advertising ethics are pursue the unilateral personal interest and the low quality of the advertisement receiving part, while the objective factor of the advertising ethics are the incomplete social supervise, imperfect legal system and the lag of the ethical construction. In order to prevent the advertising ethical problems, this essay advocate perfect advertising ethical system (including principles and guidelines); complete advertising social supervise system; perfect advertising legal system; strengthen the self-control of the advertising industry, etc and to enhance the measures and suggestions of the advertising ethical construction as well as to conduct and standardize the advertising action and activity and make effort of one's own to promote the sound and fair development of advertising industry.