中国近代广告伦理研究的知识图景:媒介镜像与主题脉络

The Knowledge Prospect of Modern Advertising Ethics Research in China:Media Image and Theme Context

中国近代广告伦理研究很少受到后世学者的关注,这导致广告伦理研究史书写的近代部分阙如。研究发现:中国近代广告伦理研究在20世纪初西学东渐语境下受西方广告伦理化运动的影响,在对欺诈广告的批评与应对中肇始,研究成果散见于报纸、杂志、著述之中,以新闻学、广告学著作和报刊上的研究专文为主。研究的知识主题涉及欺诈广告、广告信用、广告道德、广告伦理化、广告净化、广告法规等;从研究援引例子的国度频率看,以美国、英国、日本为高,西方的广告伦理思想是中国近代广告伦理知识图景建构的重要资源。

The research on modern advertising ethics has received little attention from scholars of later generations,which leads to the lack of the modern part of the history of advertising ethics research.Under the influence of western advertising ethics movement in the early 20th century,Chinese advertising ethics research started in the criticism andresponse to deceptive advertising.The research results are scattered through modern newspapers,magazines and writings,mainly in journalism,advertising works and research articles in newspapers and periodicals.The knowledge topics of the study involve deceptive advertising,advertising honesty,advertising morality,advertising ethics,advertising purification,advertising laws and regulations.From the perspective of the citation frequency,example of the United States,Britain and Japan have high frequency of reference and western advertising ethnics are important resources for the construction of modern Chinese advertising ethics knowledge prospect.