The Research Of Ethical Problems And Solutions In Advertising Activities

The contemporary Chinese advertising industry started in the early 1980s, the beginning of Reform and Opening Up. During the 30 years’ development, the advertising industry has shown its great energy. However, there are still some ethical problems due to its rapid development and uncompleted rules and laws, which not only reflect in its lower quality and value, but also reflect the lower ethical standards of the advertisers. These can bring great damage to the development of the industry in the long term.The thesis would observe the ethical problems from different angles. For individual piece, whether the messages they send is true, it’s a basic criteria, however we should consider some disturbing factors, like artistry, pseudo-environment and some other factors. Value misleading reflects unfavorable inspection for a piece of work, and further reflects the interest-binding. Manipulating and forcing in the broadcasting mainly reflects the irrational allocation of medium recourses, dismembered program and unfair competition.Through the analysis, I finally put up some advice for the treatment. Forming an inspective mechanism covering all the characters in the course of ad-casting, giving the consumers chance to express their ideals, changing their roles to reader and inspectors, and changing the uni-direction of ad-messages, in order to promote the industry under a healthy development.