Consuming Alienation And Ethics Of Advertisements

In the progress of social development, consumism as a production of globalization has been manifesting increasingly in China. In the activities of consuming, the consumer shows a series of phenomena of consuming alienation. This kind of phenomenon is the expression of the Marxist views of alienation in consuming field. Advertisement as a valid means of mass media for modern business enterprise is a especial consuming culture . By its distinctive signs and language, it affects the consumer's ideology and behavior deeply. But, the character of utilitydeceit and illusion in the actual advertisements misleads people's behaviors of consumption seriously and aggravate the alienation of consumption. At the same time, this consuming psychology of alienation has anti-effect on the making of advertisement. So, the advertisement has to cater this behaviors of consumption, and becomes a kind of amusing, popular ,and mediocre culture, which further aggravates the ethical imbalance of the advertisement. So it becomes an actual problem to reinforce the ethical norm for advertisements and advocate a healthy, appropriate, and reasonable Ethic Consumption.This article has four parts. The first part says the phenomena of consuming alienation and its reasons. The second part, expatiates the influence that the advertisement ethics has on the alienation of consumption .The third part, discusses the anti-effect that the behaviors of consuming alienation has on the advertisement. The fourth part, says the enchantment of the ethical construction in advertisement and advocacy of appropriate consumption. This article tries to analyze phenomena of consuming alienation from the special view of advertisement, expatiating the inside relations between consuming alienation and ethics of advertisement in detail. Btoth advertisement and consumption should not beyond a certain ethical dimensions. Consumption only within a rational scope can satisfy the person's real demand and express the freedom of human being on its true meaning. Advertisement, only following to a certain ethical norm, can lead the consumption correctly. So, the enchantment of inspection of the Advertisement Ethics will has the great significance to the plenty and development of applied ethics in new period both in theory and in practice.