A Study On The Advertisement And The Chinese Traditional Ethics

Ethics is morality,the involved category of the Chinese traditional ethics is Chinese traditional culture related to morality. The Chinese traditional ethics is humanness credendum and code of conduct which are developed, accumulated and spread in the cultural development of Chinese several thousand years, still influenced the men's action and thought until now, Chinese traditional ethics regarded as representation element of Advertisement Design, not only enhanced the economic benefits of advertisement Communication, behaved the kinds of traditional rule, but also was important approach to help advertisement realize social benefits.Compared with traditional advertisement period, the present advertisement has been given high-level expectation and request, namely advertisement bears up the social benefits that is compulsory and could come true while realizing the nature economy function. The methods mentioned in the essay, that is, attached importance to traditional ethics'drawing lessons in the advertisement creation in order to enhance the effect of advertisement Communication, fulfilled the economic benefits, shouldered the masses expection and times mission which realized the social culture function.The essay summarized the Chinese traditional ethics, felled into three aspects,"ideal personality","human emotion","morality pursuit", then unfolded to comment by chapter. Through quoting the concrete case and analyzing profoundly the society reality, concluding the tactics of various ethics applying in advertisement creation, it revealed systemically the great significance of Chinese traditional ethics in advertisement creation, not only be able to produce the economic benefits in advertisement creation, to be more important, be able to produce the social benefits which enlightened human nature, perfected personality, set up the correct values.