A Study On The Lacking Of Social Responsibility Of Commercials

Going ahead with the market economy, the advertising industry in China has entered a rapidly developing period. With the development of the transmission technology and mass media today, advertisement has already become an indispensable part of our social economy. In recent years, commercials transmit the exaggeration or false descriptions to the public by using techniques, and achieve business benefit through changing people's perception of commodities. On the other hand, modern commercials dedicate to publicize the idea of brand and to admire for the viewpoint of luxury which bring public the negative impact on psychographics and value. Advertiser, advertising agency, and advertising media have unavoidable social responsibilities as the main commercial advertisement.Lacks of social responsibilities, commercial advertising caused series social problems. As the flooding and raging of false advertisement, public trust declined rapidly, and as the transmission of commercial information, advertising will affect the value direction of social culture, distort the moral values of the public. There are many advertisement companies who are in the low levels of business management and operation. The healthy development for commercial advertising confronts a huge challenge.The paper discusses the essence of the commercial advertising, and defines the responsibilities of the media. Through analyzing and revealing the negative result caused by lacking modern commercial advertising social responsibility, this paper search for the original cause of lacking of modern commercial advertising social responsibility in ethic perspectives, including internal causes:the conflict between chases for profit and social ethics, the lack of self-ethical awareness of advertiser, the lack of professional ethics of advertiser etc., and external causes:information asymmetry of products, the public lack of ability of separating the true from the false, and imperfect social supervising mechanism etc.This paper points out that perfecting the social supervision mechanism, creating a fair social environment, simultaneously strengthening the ideological education, social value and consumption ethics education, and cultivate the public forming the concept of rational consumption are essential routes to guarantee the well development of commercial advertising. These routes will be conductive to relations in interests of people and people, people and social harmony to promote the healthy development of commercial advertising.