Ethical Analysis Of Real Estate Advertising In Changsha's Newspaper Media

Since entering the new century, the real estate industry has been developed very rapidly. As a capital of an inland province, the history of its real estate development is such like the history of its own urban development. With the real estate industry's process of development, the real estate ads evolved gradually into an important industry in the advertising industry. Especially the newspaper media, such as "Xiaoxiang Morning News", "Changsha Evening News", "Sanxiang City news" etc., because of the characteristics of its local service, timeliness, large circulation, holdability and diversity, are occupied mostly by Changsha real estate advertisement. From previously rough design to current fine design, the real estate advertisement has been greatly improved. However we often find the unreasonable phenomena which could not be explained by the theory of advertising even advertising law. Some real estate information is false, deceptive and misleading, which negatively influence people. Among those problems, ethics plays a very important role. In this essay, first of all, it explains the definition of real estate advertisement ethics. Secondly, This essay analyzes external environments and internal factors, and discusses the relationship among external environments, internal factors and real estate advertisement ethics. Thirdly, this essay makes an analysis of the missing of the ethics on Changsha City newspaper real estate advertising. We think this problem is caused by the city's real estate business, real estate advertising companies, newspapers, media and consumers. Among all those factors, the pursuit of economic benefits is the fundamental reason for this problem.In addition, the problem is also resulted from the impact of Western values, the mess of the real estate advertising industry itself, immaturity of related laws and regulations, and inadequate ethical and moral weakness of the public. Changsha newspaper real estate advertising is specifically expressed in the ethical shortcomings:false advertising, conspicuous notice, press advertisement, women's ads, xenophilia advertising, celebrity advertising, the distribution of advertising space and etc. Finally, on this basic, we suggest we should strengthen legislative and supervisory systems, reinforce self-management within the real estate industry and enhance the public's moral quality to improve the missing ethics on Changsha City newspaper real estate advertising. We hope, from the research and analysis on the ethical point of view of the Changsha city real estate advertising industry, for the city's real estate advertising market and provide a theoretical basis for the healthy development.