Ecological Ethics And The Construction Of A "New Advertising Concept"

Advertising is not only the Catalyst of Economic development, but also the barometer of Political life,and the Scholiast of Civilization Evolution.Along with our country economy' s rapid expasion,the achievement which the advertising industry obtains is amazing,but some troublesome problems begin to emerge as well.At Present,the advertisement ethics values deviate from the norm.The displacement of the value orientation causes questions to emerge incessantly in our country advertising industry.How to realize the advertisement economic value,make win-win in social value,realize the advertising industries' sustainable development,construct "the new advertisement view" harmonious unification of nature,economic and social tertiary value,has become the prominent question which urgently to be solved.When the advertisement values comes up against the dual surpression of market and society,the introduction of ecology ethics has developed a new research angle of view for the advertisement ethics research.Ecology ethics is the inevitable course of solving the human ecological crisis.It leads ethics object .from the social category to the natural category,and has realized ethics from the interpersonal morals to the natural moral development.Looking from the social angle,ecology ethics has become the inevitable trend of moral development.Some of its partial ideas will permeate through the development of contemporary values,then affect Admen and the advertisement values.Looking from the advertisement operation flow, enterprise's management idea and the marketing philosophy is the source of advertisement values.Entering the ecology ethics view into the CIS construction Intermediate-range,will no doubt change the former status which partially pursues economic interest while neglects the social efficiency.It forms a new management idea within right purpose and benefit,then has the profound influence to the advertisement values.Humanity' s sustainable development question can be narrated greatly,so it is difficult for advertisement to cover or control.But a rational new advertising concept' s establishment,will certainly impel the healthy and sustainable development of advertising industries,so as to promote the human and the nature coexist harmoniously.