对现代信息传播环境下广告伦理概念的廓清与厘定

Expurgating and Defining of Advertising Ethics under the Environment of the Modern Information Dissemination

在现代信息传播环境下,广告伦理是研究广告活动中以善恶为标准、依靠广告行为主体的内在道德修养和外在道德规范维系的、协调广告活动涉及的个人、组织及社会等各利益主体之间的关系以及对于广告活动本身进行评判的原则规范、道德意识和行为活动的总称。它是广告业在发展过程中对道德意识、道德规范和道德行为的追求,具有认识功能、调节功能、教育功能和规约功能,也表现出自觉性、多层次性及广泛的社会性等特点。

As a kind of special economic activity phenomenon under the environment of the modern information dissemination,advertising ethics should face the advertising activities in decision-making and behavior,＂should not should＂ should not only consider economic rationality but also moral rationality.Therefore,Advertising ethics is the study of the campaign with good and evil as standard,rely on advertising behavior corpus of internal and external moral ethics sustain,coordinated advertising activities involving individuals,organizations and society,and the relationship between the interest subjects and for advertising activity itself,judgement principle standard,moral consciousness and activities.Advertising ethics is in the pursuit of moral consciousness and moral standards and ethical behavior in the development of advertising.It has the function of understanding,the adjustment,the education and regulation,which shows self-consciousness,more extensive social hierarchy and etc.