TV Commercials Representation And Reconstruction Of Family Ethics

The interactive relationship between husbands and wives, parents and children, brothers and sisters that is presented in television advertisements via sound, captions and screens is a reproduction of family ethics, which influences and constrains the audience in subjective construction of a certain ideology. The practice of building socialism with Chinese characteristics and the prominent issues in family life put forward new demands on the construction and reproduction of family ethics. Is the reproduction of family ethics in television advertisement reasonable or not? What are the reasons behind anomie in the process of reproduction and how can we prevent it?Firstly, we analyze the important role that family ethics play in regulating the family and running the state, the dilemma of modern family ethics, functions of television advertisements in spreading family ethics and researches on this topic at home and abroad.Based on the practice of building socialism with Chinese characteristics as well as achievements and problems in family ethics construction, we draw on essences of humanism resources in ancient and modern family ethics to put forward some new requirements on modern family ethics between husbands and wives, parents and children, brothers and sisters in the second chapter.On the basis of chapter two, we discuss the reproduction through data analysis of quantity, mode, theme of ethics between husbands and wives, parents and children, brothers and sisters reflected n television advertisements in chapter three, upon which rationality and irrationality of reproduction are examined and reflected on.In chapter four, we use media ecology theory to explore the reasons behind anomie in television advertisements which violates modern family ethics and the requirements of developing a harmonious society in terms of media, society and audience.Finally, based on analysis of reasons behind family ethics anomie in previous chapters, we present some suggestions for government, media, audience and advertising creation respectively to promote rational reproduction and spread new socialist family ethics.