广告伦理缺失现象及其对策-传播学专业论文.docxVIP

中文摘要改革开放以来，广告在发挥着传递信息、促进销售、活跃市场经济等作用的 中文摘要 改革开放以来，广告在发挥着传递信息、促进销售、活跃市场经济等作用的 同时，也出现了许多不和谐的。音符一，广告伦理缺失的现象频频出现。随着我 国社会主义市场经济体制的不断完善，在我国广告业深入发展的形势下，如何从 伦理这个全新的视角来研究广告，勾勒出一个能够有效影响和制约广告各行为主 体的结构体系就显得尤为重要。 本文透过对虚假广告、名入失范广告、恶俗广告、情色广告、歧视广告、不 正当比较广告等广告伦理缺失较为严重的案例分析，对我国广告业存在的主要伦 理缺失问题进行了梳理和归纳。本文认为，广告伦理缺失的危害主要在于弱化了 伦理道德的调节力量，阻碍了广告业本身与市场经济的正常发展，导致了社会诚 信指数的不断消解，并最终扭曲了社会的主流价值观。进而本文对广告伦理缺失 现象的原因进行了分析，揭示出问题实际是出在本民族对市场经济体制的不适应 上，指出社会基础秩序的松动消解是造成广告伦理缺失的最深层的社会原因，并 总结出经济增长导致的心理膨胀、行业运行制度的滞后缺失等其他四点原因。最 后，本文提出提升广告伦理水平的对策和建议：建立广告伦理体系：完善广告法 规体系：强化广告监管体制：实现广告行业自律；发挥公益广告教化功能等，以 期为引导、规范广告行为及广告活动，促进广告业全面协调可持续发展而作出努 力． 关键词：广告广告伦理伦理缺失伦理规范 A A bstract Since the reform and opening-up policy,advertisement plays all important role in transmitting information,promoting sales and activating the market,but it still has some problems such as the lack of ethics．With the advance and improvement of socialist market economy mechanism and the deep development of advertisement，it seems morc important to study advertisement from the respective of ethics and establish a system which call affect and restrain the advertisement behaviors． The article summarizes the existing ethic lack problem in the advertisement through some serious cases of false advertisement,aberrant celebrity advertisement,vulgar advertisement,．erotic advertisement,discriminatory advertisement and unfair comparison advertisement．The article argues that the harm mainly lies in weakening the regulating power of the ethics，hindering the development of advertisement and socialist market economy and resulting in the decreased good faith and distortion of mainstream values．After the analysis of the reasons，the article argues that the problem mainly lies in not adapting to the market economy and the profound social reason is the flexibility of the basic social order．There are some other reasons such as psychological expansion due to economic development and lagged operating systems． At last the article gives some suggestions about how to improve the