Study On The Ethics Problems And Countermeasure In Television Commercial Advertisements

After 1980s, with the socialism reforms and opens and the market economy develops vigorously, the speed and scale of our advertising has also got unprecedented developed. However, behind the great success, people have also paid heave price.One of the representations is that there're some harmful advertisings presenting on TV, such as puffery, sex, vulgar and the advertising that leads an unhealthy style of consumption. These immoral advertisings not only hinder the development of advertising industry, but even lead several blight influences, such as pollute social environment, hurt young people's growth in body and mind, mislead the life value, the consumption concept, and so on. As ethic a visual angle, discussing the immoral phenomenon in the television commercial advertisement, developing advertisement ethics research, perfect advertising ethical system, which is the objective request that purifying the advertising environment and being in line with international.About the crux of the ethics anomy in TV commercial advertisements, the author carries on the reason analysis on three aspects, which include the environmental forces, the subjective factors of the advertiser and audience, and the management system. In chapter 5,according to the reasons, the author makes some suggestions to solve the ethics problem of TV commercial advertisements:for the environmental influences, the government departments should formulate the developments with times to meet the development needs of advertising; to the subjective reasons of the advertiser and audience, we could raise the level of people morality and cultural to achieve the balance between economic interest and ethics morality; lastly, I suggest the department establish a perfect management system and promote the harmonious development between rule of law and virtue.The suggestions author proposes are just some elementary suggestions to solve the problems in the TV commercial advertisements, if we want to utterly clean up all the unhealthy tendencies in ads, it couldn't chant empty slogans, but have to combine the theory with practice and implement every measure seriously and scientifically, which is highly significant for the sustainable development and the maintenance of harmonious social relation.