| In recent years, the animation industry has appeared to flourish, and even has become a pillar ndustry of culture influencing the trends of economy.In addition, it has possessed hundreds of; millions of consumption market both at home and abroad. The report of the third plenary session of the 18th CPC central committee emphasizes that to establish a socialist cultural power must enhance the soft power of culture. The competition of hard power in the overall strength has reached its limits and the soft power leading by the culture, values, ethics, ideology and so on has become the major body of national competition. Therefore, animation, a new form of literature and art which was not being noticed before, has attracted more and more people’s attention. It gradually enters the public’s sight and is soon appealing to the public’s attention by representing the spiritual and cultural orientation of the whole society and in a specific and intuitive form. Even it is hot and begins to profoundly affect people’s daily life and the groups in social life. In particular, it plays a decisive role in the education and growth of the youngsters and children. However, though the animation industry has brought about great value, it contains many ethical problems that highlight and have become the major issues of common concern.This paper from the perspective of ethics inspects the ethical nature and connotation of the animation itself and goes deep into the current ethical situation of the animation market. Moreover, the paper elaborates the major performance and endanger the lack of ethics brings ibout to audiences especially the youngsters and children and thus explores the root cause of the lack of ethics. Then this paper further points out the practice approach to constructing the harmony of animation ethics and markets, which leads the growth of the youngsters and children sound in health and mind and ascertains the fundamental direction of the development of animation ethics. |
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