广告传播中的道德失范和诚信机制的重构研究

广告传播中的道德失范和诚信机制的重构研究
摘 要
广告是作为一种社会文化方式存在的，它总是包含一定的道德观和价值观，它不仅具有对企业而言的经济责任，而且具有对社会而言的社会责任问题。这就要求广告应该做到经济性与道德性相统一；企业责任与社会责任相统一；功利价值与道义价值、文化价值的统一。而目前广告传播的道德失范状态正是由于广告人过分注重广告的经济性而忽视了广告活动的文化性和社会性，缺乏相应的道德观念和社会责任心从而使广告的发展偏离了正确的轨道。广告的道德失范不仅直接侵害了消费者的正当利益，而且使我国社会主义精神文明建设也受到了负面影响。可见，纠正广告的失范现状，用道德来约束和规范广告，重构诚信机制以使广告尽快转入正常轨道已成当务之急。本文第一部分针对我国广告的发展及现状稍做介绍，以此引出我国广告存在的道德失范问题，第二部分通过举例分析我国现今广告普遍容易出现的道德失范问题，并深究其因。第三部分是本文的核心，提出了重构诚信机制的几项个人意见和措施。

关键词：广告传播 道德失范 诚信机制
ABSTRACT
Advertisement is a type of social cultural, it always includes certain morality and values, it not only has economical responsibility for corporations, but also has social responsibility for society. This requires advertising should do the unity between economy and morality, enterprises responsibility and social responsibility, utilitarian value and moral value, cultural value. But at present, the moral abnormality of advertising communication since that advertisers overemphasize the economy and ignored the advertising activities’ culture and sociality, lack of appropriate morality and social responsibility, result in advertising development away from the right track. moral abnormality of advertising not only directly infringe the consumers with the legitimate interests and make our socialist spiritual civilization is a negative impact. It is thus obviously that rectify the situation of moral abnormality, control and regulate advertisements by ethics, review ethics system as soon as possible to the track has become a priority. The first part of this text introduces the development of Chinese advertising simply, elicit the problem of moral abnormality about our advertising, the second part that do the analysis of the advertising moral abnormality in China, and look for the reason. The third part is the core of the text, raise several individual opinions and measures of solving problems.

KEYWORDS：advertising communication; moral abnormality; honest mechanism

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