| The advertisement is one kind of highly open mass mediadissemination behavior, and is acting the extremely important role inInformation Age, so it has become the indispensable constituent of socialprogress, of the enterprise development and even of the individual lives.The advertisement——as an information bridge between producer, theoperator and the consumer, as an effective market marketing tool, and ancommercial culture carrier——has already made our society be anadvertisement society. In order to expand the market share, businessesand factories are hitting the advertisement war with variousadvertisements repeatedly, boasting and selling their own products. Inintense advertisement war, some inharmonious notes also appear, whichdo not adapt with the social economy develop pment, and some moralquestions have aroused enormous interest.This article has generalized and analyzed some intrinsic and mainmorals questions of advertisement domain in our country, and thinks thatthe illegal advertisement, the false advertisement, the personadvertisement, the news advertisement and the vulgar advertisement aremain performance of existing morals question of our advertisementdomain. In view of our present advertisement situation, the author hascarried on the reason analysis from many stratification planes, andrevealed that: social morals environment is unprefaced, advertisor's ownquality is low, and the public's critique consciousness is weak. These aresubjective factors. Government supervising is insufficient andadvertisement ethics development lags, which are objective factors. Theauthor also further proposes reasonable suggestions on constructingadvertisement ethics: developing advertisement ethics research, perfecting advertisement ethics standards, sounding society supervisingmechanism, strengthening profession construction and so on. In order toguide advertisement behavior and advertisement campaign and promoteadvertisement industry development, we should make own endeavor. |
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