基于个体自主性的广告伦理识别模型述评

A Review of Advertising Ethics Identification Models Based on Individual Autonomy

在市场营销领域,个体自主性是指个体能够在理性的基础上,根据自己的信仰、价值观与偏好进行选择。消费者的个体自主性是影响广告伦理属性的因素之一。本文回顾了与消费者个体自主性相关的广告伦理识别模型,包括广告诉求模型、广告执行模型以及社会责任模型,并依次对这些模型进行了评价,最后指出了这些模型的整体不足,以及未来的研究方向。

In marketing field,individual autonomy means that an individual makes a choice based on rationality and according to his beliefs,values and preference.Individual autonomy of a consumer is a factor influencing the attribute of advertising ethics.This paper reviews advertising ethics identification models related to individual autonomy of a consumer,including advertising appeal model,advertising execution model and social responsibility model,and comments on these models in proper order.At last,it points out the overall shortcomings of these models and future research directions.