和谐社会下的广告人职业道德与传统伦理思想

Advertisers' professional morality and traditional ethics in a harmonious society

在激烈的广告大战中,由于广告人对其职业道德认知的不足和利益的驱动,出现了道德失范行为,严重影响到了市场经济运行、大众消费和社会风气,因此,提升广告人的职业道德是一个迫切需要解决的现实问题。和谐社会下,广告应体现出和谐性,需借助传统伦理思想中的仁义、诚信、智慧等来规范和建设广告人的职业道德。

In the fierce advertising battle, because of advertisers＇ lack of recognition of professional ethics and interest-driving, there appear some immoral behavior which has a serious impact on the operation of market economy, mass consumption and social morals. Therefore, improving the professional ethics of advertisers has become an urgent need. In a harmonious society, advertising should reflect its harmonious nature. It is necessary that advertisers＇ professional morality be built and normalized with the help of traditional moral ideas.