The Social Responsibility Of Advertising

The social responsibility of advertising (It refers to commercial advertisement without special note in this article) refers to the social responsibility of advertisers , advertising company and advertising media should bear the responsibilities to society except making profits, it includes authenticity ,abiding to the law, protection of the environment, safeguarding consumer rights, human rights, ethical responsibility, anti-corruption, development and maintain good public relations, philanthropy and making progress actively, etc.Which emphasis on respecting and keeping the rights and interests of consumers and the protection of the moral, cultural, legal coordination by the advertisers.The essence of the social responsibility of advertisement is the moral responsibility, which is the key research in the paper.What cause the confusion and the lack of responsibilities in advertising market in the present advertising campaign? In a market economy era, people's lives have been linked closely with ads, how to increase the social responsibility of advertisers to reduce the negative effects of advertising. The thesis analysis the present social responsibility of advertisement in China in macro-level, proving that advertising should shoulder more social responsibilities by examples, and call on government departments and industry organizations to perfect the system of social responsibility of advertisement.