A Moral Study On The Construction Of TV Advertisement Discourse

TV commercials, with their own invisible standards on moral, life and value, arethe communicating methods between enterprises and consumers. Language is thefoundation of TV commercials, and it sends moral information, spreads moralstandard and makes moral education to their audience. The moral study in TVcommercials language is an obligation as well as a duty, that is the irreplaceable mainbody of the industry. Anyone who makes any kind of moral mistake in TVcommercials, no matter how small the mistake is, is not qualified to the position. Thecommon requirement to the job is to be sensitive to the mistakes and take theresponsibility to correct it and avoid the same thing happening in the future. Also,there is no doubt that people who work in TV commercials industry and any otheraudio programs should take the lead to regulate the correct and proper use oflanguage. The proper language in TV commercials are the need of audience, and onlythe appropriate language can obtain the popularity from audience. For people whowork in TV commercials will be guilty even if it is only a small pronunciationmistake or grammar problem they make, which is a serious problem that everyonewill do the best to avoid. In this research paper, the proper use of language and themoral standard and responsibility will be studied and discussed so that the massmedia and the who society can keep improving the regulation of language. For thefinal goal, the proper use of language in TV commercials will promote thedevelopment of socialist ideological and ethical progress.