Ethical Exploration In Advertising Creativy

Since the reform and opening up, the momentum of China’s rapid economicdevelopment, the number of goods to become rich, consumers began to pursue thehigh quality products in the same products. The degree of homogeneity of variousproducts is high, different brands of products in quality, performance has beendifficult to distinguish high so that the role of advertising has become increasinglyprominent. To the many ads stand out and be consumers remember until finally theformation of purchasing power, it is essential to good advertising creative. Advertisingis a creative advertising, publishing the most important part in the process, its purposeis to create effective advertising, to purchase. Good advertising creativity not only forthe enterprises to establish a good public image, promoting the healthy developmentof the enterprise, also can be in the whole society to form a good culture atmosphere,transfer the strong sense of social responsibility and the realm of life of unremittingpursuit. However, it must be admitted that, in today’s domestic advertising, creativetype has excellent advertising works, still less. Compared with the outstanding works,false advertising creative, vulgar, but more controversial. In the current globaleconomic integration in the international environment, how to explore and developadapt to our country advertising creative, has become all the industry elite scholar andan urgent important subject.In this paper, the author firstly related meaning of advertising originality andadvertising ethics and norms of the comb, and then start from the Chinese traditionalethical culture, three aspects separately from the children of filial piety, parentalaffection, conjugal love, the system summarizes the advertisements use ethicalelements more. At the same time, the paper analyzed and summarized the ethicalproblems presented in the category of advertising creative, advertising creativecategory mainly presents the proposed the following problems: the ecological ethicsdiscrimination performance advertising advertising, false advertising, newspaperadvertising, vulgar commercials, neglected. Facing this situation, based on the multiple perspectives and aspects of the analysis of its causes, to expose the cause ofthe problem, and to formulate the relevant suggestions and measures: to improve thesocial supervision mechanism, advertising, advertising to promote the perfection ofthe legal mechanism of promoting self-discipline, promote the strengthening ofadvertising professionals moral accomplishment raise, promote employment staff’ssense of social responsibility promotion, hope to take on the advertising campaign toregulate and guide, to make some contribution to the orderly, and promote the healthydevelopment of the advertising industry.