广告的德行——论公益广告的伦理价值

Virtues of Advertising——On the Ethical Value of Public Service Ads

广告产业的和谐发展离不开广告经济价值和伦理价值的平衡与互动,公益广告正是从伦理学的角度对广告经济和社会发展的一个责问。公益广告凸现企业公民的社会责任,传达社会主流价值观,构建和谐的伦理规范,是广告伦理价值的重要体现。政府、企业、广告媒体应加强沟通与合作,加快公益广告事业的发展。

The harmonious development of advertising industry is inseparable from the balance and interaction between the economic value of advertising and the ethical value.A public service ad is an inquiry to the advertising economy and social development from the perspective of the ethic.Public service ads highlight the social responsibilities of the corporative citizen;convey the mainstream social values,build harmonious ethical norms.Public service ads are the important embodiment of the ethical values.Governments,enterprises and advertising media should strengthen communication and cooperation,and speed up the development of the public service ads.