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没有广告受众的存在,就没有广告存在的必要性,受众才是广告所相对的一方。因此,广告活动应当立足于为受众服务的基本立场,而不是过去的为广告主服务的立场。这一对广告基本关系的认识改变,意味着广告活动必须以受众为中心而不是以广告主为核心,而以受众为核心,必然意味着广告传播方以负责任的和诚信的行为取得受众信任,才能使广告活动正当得益。论文提出,对受众而言,重要的不是一则广告传播了多少信息或者消费者可以从哪里搜集到足够的信息,重要的是广告的主要诉求是如其所是的,同时那些未经发布的信息也是如其所是的,即广告无论其表达什么和如何表达,必须是可信任的。即可以达到:除非我愿意(比如对产品有关的专业技术问题有兴趣),我可以在运用常规知识和技能的情况下,安全地使用并经由使用获得与我的成本付出相称的利益——这是消费者对于当代广告的基本信任诉求,广告应当思考如何面对这种“信任”诉求,且以自己的行为与这种信任相对称并保持这种信任不被中止。论文从信任是对“未知性”的克服、信任是与承诺(诺言)的关系、信任所包含的价值理性因素等方面对信任的道德价值进行了剖析论证,对如何才能增加广告信任的问题进行了讨论。
No advertising audience exists, there is no need for advertising, the audience is the opposite of advertising. Therefore, advertising activities should be based on the basic position of serving the audience, rather than the past positions for advertisers. This change in the understanding of the basic relationship between ads means that the advertising campaign must focus on the audience rather than the advertisers as the core, and the audience as the core, which necessarily means that the advertisers act responsibly and faithfully to gain the trust of the audience , In order to make advertising campaign legitimate benefit. The paper suggests that what matters to the audience is not the amount of information that an ad delivers, or where the consumer can gather enough information, it is important that the primary appeal of the ad be as it is, and that the undisclosed information And as it is, advertising must be credible, whatever it means and how it is expressed. That is, unless I am willing (for example, to be interested in a product’s technical expertise), I can safely use and gain the benefits commensurate with my costs through the use of general knowledge and skills - this Is the basic consumer trust in contemporary advertising. The ads should consider how to deal with such “trust” demands, and their trustworthiness should be balanced with their own behavior and should not be suspended. The dissertation analyzes the moral value of trust in terms of how to overcome the “unknown”, how trust can be related to commitment (promise), and the value-rationality factor of trust, and how to increase the trust of advertising Discuss.