Ethical Issues Of Contemporary Advertisement Design

Contemporary advertising has long been defined as an activity of pursuing social benefits, economic benefits or political benefits. As well as delivering business information, advertising also takes the responsibility of positively disseminating and guiding social ethics.In the marketing economy statues, advertising not only takes the role of promoting the circulation of commodities but also affects the sense of values of the audience. Which kind of advertisement shall we make? Shall the advertisement maker focus on the experience of audience rather than the advertisement income? Is the form of advertising welcomed or not? Which kinds of influence will the advertisement have on social values and ethics? The current thesis will focus on the above questions. By studying those questions, the current thesis expanded the range of the study of advertising ethics; analysed the ethical properties of advertising ethics and the positive or negative role of advertising ethics played in advertising effectiveness.The mass media have the responsibility of promoting positive ethics. The current research used the methods of comparative study, qualitative and quantitative analysis. The current research has its theoretical and practical usage. The current research provided ideas for solving ethical problems in the advertisement design; listed the ethical conceptions reflected in real cases of advertisement; specified ethical elements which are commonly used in advertisements; described the effects of advertising on social ethics and explained the reasons. The current research has its guiding function in the advertisement design and reflects the willing of commodity consumers, which optimize the social and the economical values of advertisements.