摘要
广告伦理要求广告语言既要表现伦理诉求 ,又要反映出道义上的责任感。也就是说 ,广告语言所表达的内容既要“求真”(即实事求是 ,不虚夸 ,不模糊 ) ,又“求善”(即文明健康 ,不庸俗 ,不误导 ,不贬毁 )。同时 ,广告语言还要考虑到受众的心理情感以及接受能力和鉴赏能力。
The ethics of ads require that the language be reasonalble and moral. In another word, ad language must be real in content(not exaggerated and vague),and moral in ideas(not vulgar, misleading and slanderous).Also, ad language must take into account the psychology of the audience in terms of their acceptance and appreciation.
