广告的道德失范研究

【作者】 钱海亚；

【导师】 王小锡；

【作者基本信息】 南京师范大学 ， 伦理学， 2005， 硕士

【摘要】 20世纪80年代以后,伴随着我国改革开放和社会主义经济建设的高速发展,广告业获得了前所未有的成绩。然而在辉煌成绩的背后,我们也付出了沉重的代价。由于缺乏相应法规的约束,我国的广告偏离了发展的正确轨道,即使在《广告法》制定以后,还是有许多广告钻法律的空子,与法律打擦边球,虚假广告、误导价值观念的广告、内容恶俗等不绝于眼,广告的道德失范问题成为社会各界关注的一个热点。如何使广告的赢利目标与广告的其他社会性功能统一起来,做到企业与公众、社会的共赢,成为新时期广告理论和实践发展的趋势,也成为伦理学的一个新的关注点。在这样的背景下,结合我国广告业发展的实际情况,探讨广告道德失范的深层原因并提出解决广告道德失范的策略具有十分重要的意义。本研究致力于在以下几个方面做出努力:第一、从理论角度分析广告活动的道德性,并提出广告道德的价值标准和道德原则;第二、从现实角度着手,指出广告道德失范的表现,同时分析广告道德失范的原因所在;第三、结合理论和实践,分析广告道德责任的分配,并据此探讨解决广告道德失范的对策,包括广告人如何从自身出发、消费者和政府如何从外部予以监督,为广告道德失范问题的解决提供帮助。更多还原

【Abstract】 Since 1980s, with the development of the socialism market economy, the advertisement of our country has get improvement it never has. While behind the resplendence success, more and more problems have aroused. Much advertisement departs from the correct orbit because scarce of the restriction of enough laws. Even the law of advertisement has been made, there is much advertisement exploit advantages of the law, such as fraudulence advertisement, misguide advertisement etc. The problems of immorality advertisement have become a hotspot that people attention. How to unify the economic goal and the community goal and make the corporation and the public get advantage together has been a new hotspot of ethic. This research is based on these deeds and bent on the following attempts. Firstly, it probe into the morality of the advertisement and bring forward the standard of value judgment and the moral principle. Secondly, it describes the phenomenon of immorality advertisement and analyses the reason of the phenomenon. Thirdly, it analyses the distribution of the immorality responsibility and the countermeasure that should be taken.更多还原