Corporate Advertising Ethics Evaluation Studies

Under market economy condition, people's economic activity day by day frequent and is complex. The advertisement took one kind of special commercial activity, its importance already and accepted by the widespread approval. Expends consciousness along with the consumer the unceasing enhancement, expends the idea unceasingly perfect as well as the related market mechanism unceasing establishment is perfect, the advertisement in carries on the related commodity or the service information transmission, in invisible in realizes the commodity value not merely, stimulates the expense demand consciously, powerfully promoted the economical prosperity, moreover the advertisement direct achievement one kind of special morals information carrier, depends upon its intrinsic induction and the power, through the mass media, builds one kind to be different with the traditional rigid theorizing type propaganda the energetic atmosphere, effectively is affecting the social morals growth. In the advertisement theory and the practice, the advertisement morals importance has not brought to the enough attention, caused to appear some not morals phenomenon in the ad campaign. In entire ad campaign, AD master through oneself in information transmission control status transmission false information misleading consumer, advertisement worker in order to achieve AD master the goal, in carries on the performance way in the choice, neglects moral the factor, appears some in the performance content to have insult, the prejudice, vulgar the advertisement content and so on. These phenomena productions, on the surface looked is because AD master as far as possible realizes own "the profit maximization" in the ad campaign to create, but fundamentally said, its reason mainly lies in the advertisement morals the theory the standard, the practice not thoroughly does not create.This article in the analysis enterprise advertisement morals research necessity, the domestic and foreign research results and the existence question, the enterprise advertisement morals connotation, in the complex foundation, has carried on the preliminary discussion to the enterprise advertisement morals appraisal. According to the enterprise advertisement morals appraisal content and the request, establishes the enterprise advertisement morals appraisal target system, has carried on quantification...