【作者】 徐鸣；

【导师】 李建华；

【作者基本信息】 中南大学 ， 哲学， 2012， 博士

【摘要】 广告伦理学是应用伦理学在广告领域中对具体的、现实的伦理问题之研究,围绕广告的经济利益和社会伦理责任的论证,在任何国家、任何时候都没有停止过。广告伦理对社会产生的深远影响,特别是在广告实践中的伦理失范现象,越来越引起广告学者和伦理学者的关注本文以道义论为视角和理论基础,以商业广告为研究对象,阐述了商业广告的本质属性、社会功能及其伦理意义；从商业广告的经济利益和社会伦理责任入手,阐释了不同广告行为主体(广告主、广告公司、广告媒体)对广告伦理的影响,并深入解析了广告伦理缺失的种种表现形式以及分析了背后的深层次原因,在道义论的理论基础上对商业广告的伦理规范提出了若干个广告伦理原则。研究旨在探究和剖析广告伦理学的学科价值与现实意义,广告职业道德、广告环境与广告伦理的关系,最后从社会整合的角度探讨了广告伦理的实现途径,为广告伦理学学科体系构建提供了一些独特的视角分析和富有建设性的建议。本文在理论阐述的基础上结合了大量的实证案例,从实证分析的角度,以理论结合实际,以事说理,深入浅出,基于伦理、法律、监管等层面的构建,勾画出商业广告伦理的初步体系,既有理论上的参考价值,也有实践意义上的可操作性。更多还原

【Abstract】 Advertising ethics is applied ethics in the field of advertising in specific, realistic study of the ethical issues around the economic interests of the advertising and the demonstration of the social and ethical responsibility, in any country, at any time does not stop. The advertising ethics far-reaching impact on society, especially in the advertising practice ethical Abnormality, advertising scholars and ethicists who has drawn increasing concern.Based on the deontological perspective and theoretical basis commercials for the study, elaborated the essential attribute of the commercials, social function and its ethical significance; from commercial economic interests and social and ethical responsibility to start to explain the different ad actors (advertisers, advertising agencies, advertising media) advertising ethics, and depth to resolve the lack of advertising ethics in all its manifestations, and the deep-seated reasons behind proposed in the deontological theory based on the ethical norms of commercial advertising several advertising ethical principles. Study aims to investigate and analyze the advertising ethics the discipline value and practical significance, the relationship between ad professional ethics, advertising environment and advertising ethics, and finally from the perspective of social integration discussed advertising ethics Realization, constructed to provide discipline system for advertising ethics some of the unique perspective of analysis and constructive suggestions.In this paper, the theoretical explanation based on a combination of a lot of empirical case from the point of view of the empirical analysis to integrate theory with practice, the task of reasoning in layman’s language, based on the ethical, legal, and regulatory level, lays out the initial system of commercial ethics, reference value, both theoretical and practical significance operability.更多还原