Research On Advertisement Ethics

The modern advertisement dissemination is one kind of taking the direct economic interest, the political benefit, the social benefit and so on as the goal dissemination behavior. During disseminating commercial information, the advertisement also shoulders the arduous task of disseminatinating and guidancing correct social morals and ethics.Along with the deepening of reform and opening up, external cultural and economical unceasing permeating, it causes our country advertising industry to present more and more internationalize scene, under the benefit obligation, the negative function which neglects advertisement ethics causes to be also getting more and more obvious. In the global economic integration's environment, how to seek in line with Chinese national condition of modern advertising communication ethics, is placed in each scholar and professional's face the important issue. The author from the new vision of advertising ethics, analyzes the building of modern advertising ethics during the social transformation in China, that ethics is based on modern advertising communication of the development of modern advertising industry, it has obvious social and historical characteristics. Consumption of traditional values and ideas, is gradually being of Western culture and Western ideology digestion. As the spreader of the values of the times and consumption concept, modern advertising shoulder the task of promoting social development in line with the new contemporary concept of culture and consumption . From this perspective, this paper extends the study of advertising ethics vision, analysis of the ethics of property advertising ethics, advertising ethics in advertising communication of positive and negative features, analyzes the ethical problems have emerged because of advertising and its manifestations and social impact , from strengthening the social environment to guide advertising, improve the advertising industry self-regulatory mechanism and the establishment and improvement of advertising ethics laws and regulations, probe how to build advertising ethics in order to eliminate the advertising ethical issues of modern advertising industry in China and the whole of society negative impact. Finally also raised ethical issues of advertising prospects, including in-depth analysis of information on the advertising audience research, public service ads, and advertising operational mechanism of public opinion research is the study of advertising ethics issues in depth and development, advertising for ethical problems to solve will be the effective way.