摘要
为了借鉴日本广告伦理研究成果,促进中国广告伦理建设,采用文献分析方法和趋势研究方法对近年来日本广告伦理进行综合研究。认为21世纪以来"广告伦理新构建"研究为日本广告界一个新的热点问题。"个人伦理和组织伦理"、"积极伦理和消极伦理"、"经营伦理背景下的广告伦理研究"、"广告伦理内在构造研究"和"广告伦理推进研究"为其核心内容,其研究趋势呈现多元化发展倾向。
Since the entry of 21 century, new construction of advertisement ethics study has become a hot question in Japanese advertising industry. The prominent content of advertisement ethics study has become ＂individual and organizational ethics＂, ＂positive and passive ethics＂, ＂advertisement ethics study in the background of manage- ment ethics＂,＂ internal structure study in advertisement ethics＂, ＂the promotion of advertisement ethics＂. Under the new background, Japanese advertisement ethics study has showed a tendency of diversities.
出处
《西北大学学报（哲学社会科学版）》
CSSCI
北大核心
2009年第1期155-158,共4页
Journal of Northwest University：Philosophy and Social Sciences Edition
基金
日本吉田秀雄纪念事业财团研究基金项目(2005-2006)
关键词
日本广告伦理
内在构成
业界伦理
新课题
研究
Japanese advertisement ethics
internal structure
industry ethics
new ethical subject
study
