An Analysis On Advertising Ethical Personality

The quality ,style , interest , aesthetics that advertising works or advertising activity shows, reflected finally moral concept and aesthetics of advertiser who participates in the advertisement . It says to be morals " personality take extremely " of advertiser. With the social and economic development, completion of different systems , keen competition in advertising and consumer's consciousness , require advertiser become a person, that is not only a " economic person " , but a " morals people ". Under such social background , combining the advertising morals lose current situation, advertiser must abide by job code of ethic and pursue noble morals personality things. So, studying on advertising morals personality and seeking advertisement ideal morals personality , have important ethics meaning and social effects.This thesis is devoted to making efforts in several following respects on these questions : Part one ,defins the personality of advertising morals in terms of theory , and explains their relations with development of advertising of morals characteristic of the ideal morals personality of the advertisement ; Part two , from phenomenon that advertising ethical personality lacks , analyzes the reason in terms of reality and scientific principle separately ; Part three, discusses the route of ones that have probed into the ideal morals personality of the advertisement and realized that advertisers haye to seek by oneself, and the building and constructing of social external environment condition must be strengthened at the same time .