广告的社会伦理责任

The Social and Moral Duty of Advertisement

广告是一种经济现象,同时又具有伦理意义。广告在实现其经济目的的同时,也承担着重要的社会伦理责任。强调广告的社会伦理责任是和谐社会思想道德建设的需要,是树立良好的企业形象的需要。当代中国的广告事业中还存在着不少问题,特别是在履行社会伦理责任方面的问题值得研究和反思。要加强当代中国广告社会伦理责任建设,必须“贯彻制度建设、行政手段和道德自律”三位一体的原则。首先,要完善广告的法规制度建设,为广告的社会伦理责任奠定基础。其次,要加强广告的行政监督管理,为广告的社会伦理责任的履行创造良好的社会条件。再次,要提高广告主、广告代理商和媒体的道德自律水平。

As an economic phenomenon, advertisement bears social and moral duty. It is necessary to stress the social and moral duty of advertisement in constructing a harmonious society and setting a good image for an enterprise. Problems in China＇s advertisement field, especially those relating to social and moral duty, need to be thought carefully. To stress its social and moral duty, we should carry out the principles of ＂system construction, administrative measures, and self-restriction by moral＂. Firstly, we should improve the laws and rules to lay a good foundation for advertisement; secondly, we should strengthen the management and supervision system;and thirdly, those who are involved in the advertisement field should enhance their moral level.