论儒家诚信文化与广告业诚信规约

ON THE HONESTY AND CREDIT CULTURE OF CONFUCIANISMAND PRINCIPLES OF HONESTY AND CREDIT OF ADVERTISING

儒家文化是中国传统文化的精髓,对中国的社会生活影响至深。鉴于目前广告界存在的诚信问题,广告主、广告经营者、广告媒体应遵循诚信原则,并通过加强立法执法机关的管理职能,促进广告业自律和推动社会监督,使我国广告业走上诚信经营的道路。

Confucianism culture is marrow of Chinese culture and deeply affects social life in China. In view of lacking of the honesty and credit in advertisingt at present, we put forward principles of honesty and credit that enterprises, advertising companies and medias should abide by. Advertising will develop on a way of honesty and credit if we enhance the supervisor and management of the advertising administrtion and promote the self-discipline of advertising and push forward social supervisor.