Analysis Of The Problems Of Advertising Ethics And The Construction Of Preventive Mechanism

The loss of advertising ethics refers to the disordered state of advertising industry activities.With the emergence of new media platforms,advertisements have emerged in new forms of expression.The rapid changes in the advertising industry have brought about various new problems.The old norms have lagged and the new norms have not yet fully formed.This paper collects the anomie advertisements notified by the State Administration for Industry and Commerce,the Food and Drug Administration,the Radio and Television Bureau,and the Industry and Commerce News in 2008-2018.related cases in related advertising ethics books and literature,widely controversial advertising cases on social media platforms such as Weibo and Post Bar,the author's usual observation and record of the anomie cases totaled 236 advertisements.Using these cases as research objects to analyze the problem of advertising ethics in the past decade,from the content information level,value emotion level and industry level,the main ethical anomie is analyzed as eight problems of lack of authenticity,misleading ideas,discrimination,vulgar spoof,advertised consumption,unfair competition,violation of autonomy and invasion of privacy.The problem of advertising morality anomie not only brings about the violation of the interests of consumers,but also the collapse of public trust.This will also damage the company's public image and undermine the market order of fair competition.In addition,the distorted value of advertising communication are not conducive to the formation of social environment and good fashion,and may even jeopardize the development of the advertising industry in the long run.Therefore,in view of the problem of advertising ethics,it is necessary to establish the ethical principles and prevention mechanisms that advertising activities should follow.The author integrates the threeethical standards of ethics,teleology,and contract theory in ethics,and proposes the value criteria that should be observed in advertising activities: the principle of non-injury,the principle of honesty and trustworthiness,the principle of respect,the principle of fairness and justice,and the principle of individual liberty.In order to guide the advertising actors to make correct moral judgments and correctly play the commercial and social functions of advertising.Finally,in order to better prevent the release of anomie advertisements,this paper proposes to establish a comprehensive advertising ethics prevention mechanism.By clarifying the rights and responsibilities of the relevant subjects and objects of advertising activities,based on the principle of combining self-discipline with other laws,the principle of combining the rule of law with the rule of virtue,and the principle of reward and punishment,implement the responsibility of each subject and the review and supervision of other subjects within the mechanism,mobilize the democratic participation power of relevant subjects,and establish the benignity of advertising ethics,ultimately promote the healthy development of the advertising industry...