广告行为选择的道德责任问题

On Moral Responsibility Problem in Adervising-act Options

广告行为选择是一种道德行为选择,广告活动者必须对自己的广告行为选择担负道德责任,其效忠对象依次为社会和公众、客户、所属组织及自己。广告主、广告经营者、广告发布者、广告代言人、公众和政府应当为特定广告行为选择承担道德责任,其中前三者承担主要责任。广告道德责任应由相关的团体和个体共同承担,终极责任还是落在个人身上。

Options of advertising acts are choices of moral act. Thus advertising activists must shoulder moral responsibility for one＇s choosing of advertising acts, and are loyal to society and the public or customer or one＇s organization or oneself. Advertising customer, agency, media, spokesman, the public and government, all must shoulder moral responsibility for the choosing of advertising acts, and advertising customer, agency and media take the main responsibility. The related organization and individual must commonly shoulder moral responsibility for advertising, and ultimate responsibility goes to individuals.