Moral Capital In The Advertising Communication Research

As one of the most important part of mass media communication, advertising is everywhere in today's society. One side, Advertising make consumers accept the commodity and service by transmit commercial information, which shows the commercial character of advertising. On the other hand, advertising communication also let a person identify with its philosophy, world view, and life view, which shows the cultural character of advertising. The dual roles of advertising endow advertisement with a dilemma: though advertising has its social responsibility, the commercial character and the motivation of chasing maximum profit made advertising campaign face the conflict of private profit and public profit.The academe and practitioner of advertising usually emphasized the negative infection to the whole social of immorality when they did the research, namely, they thought advertising campaigns have to make a choice between economy and ethic. This point of view ignored the moral character of advertising. In fact, many cases have proved that, the commercial character and the social responsibility are harmonious in a way. This article will try to research the problem step by step as follows: firstly, it will analyze the moral character of advertising in academic. Secondly, it will analyze the function of moral capital in advertising communication and its history. Thirdly, it will analyze the model of moral capital application and the strategy. Fourthly, it will table a proposal of depurating advertising market.