Research On Children’s Television Advertising Ethics Phenomenon

Children as a vulnerable group in our society, the physical and mental development is not very mature, but they are always are faced with external social impact on them, in the pursuit of greater economic benefits, advertisers use children’s own special vulnerability, they will be indirect consumer products, but directly in obtaining maximum profit from the parents.However, at present, in the background of the market economy, we see it is a worrying advertising environment, because most advertisers only consider the market share, the emphasis on economic interests. And domestic research on television advertising to children,most are not as unique television advertising categories as the research object, just put in advertising ethics, which is a macroscopic direction were discussed, which cannot be in depth,dig out the essence of the problem.As today’s highly open era of mass communication behavior advertising has become this time very important tool for the dissemination of one of, it has between the producer, operator and consumer established communication between the bridge and the link, put us in an advertisement everywhere in the society. In order to obtain the product market share so as to obtain greater economic benefits, these businesses to summon the Jin in advertising efforts,playing the so-called "advertising war". In the current development of China’s advertising industry thriving at the same time, a large number of false advertising, advertising vulgar,illegal advertising, soft, advertising advertising moral problems also exist, has caused widespread concern in academic circles and the whole society.The current glut of screen of the television advertising in everywhere you can see the children figure. However, the children are in the stage of growth and development, is extremely sensitive to their own side of the reaction, so in the face of television in colorful advertisement picture, children’s nature is no resistance. What are the adverse effects of different categories of child TV ads? How to reduce the abuse of bad ads to children? This is a question worth pondering.Advertising in guiding consumption and promote the development of the market economy and the dissemination of culture, education and guidance and other aspects plays a huge role, as a highly open media behavior, advertising on people’s thought idea, the social behavior have potential shift effect of silence. Advertising is not only responsible for the promotion of social and economic development, but also bear a certain social responsibility.Therefore, the advertising should not only pay attention to the development of enterprises and economic prosperity, but also actively guide people to establish the correct concept ofconsumption, and establish the value of honesty and trustworthiness. Ethics assumes a measure of justice of social responsibility, while advertising ethics requires the advertisement subject,government agencies and the public shared responsibility ethics, only three organic combination, in order to better promote social stability, better promote economic prosperity.This paper, from the children’s TV advertising and other related concepts, the current children’s TV advertising ethics misconduct issues are discussed and studied. The research on the lack of the ethics of TV ads for children is related to the ethics of advertising, economic ethics and mass communication. The children’s television advertising the rendering of consumption concept, adult language, exaggerated the dynamic role of the products and setting up the wrong image of lack of ethics phenomenon, for children produced great negative impact.The reason for this phenomenon comes from the social reasons, the advertising subjects and the audience, etc.. Only to raise the power of government, consumers, advertising and other parties, to build a harmonious children’s TV advertising environment.