广告的德性

• 作 者: 金书羽 陈正辉
• 机 构: 南京师范大学新闻与传播学院,南京师范大学新闻与传播学院,
• 出 处: 广告大观(理论版)
• 发表日期: 2007年05期
• 关键词: 广告活动 广告管理 效用函数 义利之辨 广告行为 广告人 道德诉求 道德性 道德失范 传播活动

本文论述广告在现代市场经济下所面临的困境,以及广告活动本身的合道德性。通过对广告活动的目的、手段、责任、特点等方面的阐释,试图论证广告本身所具有的道德维度和道德基础。此外,对广告的自律和监管机制也进行了一定程度的探讨。

This article discusses the predicament faced by advertising in the modern market economy and the ethics of advertising itself. Through the interpretation of the purpose, means, responsibilities, features and so on of advertising activities, this article attempts to demonstrate the moral and moral basis of advertising itself. In addition, self-regulation of advertising and regulatory mechanisms have also been a degree of discussion.