中华传统文化与广告伦理探析

中华传统文化影响着人们的思维方式与行为方式。广告本身是一种文化现象,深受传统文化的影响。无论广告人在创作策划广告时,还是受众在接受广告信息中,无不渗透着传统文化的影响。随着媒介技术的发展和广告手法的日新月异,当代社会出现了许多有伦理争议的广告现象,而且许多已经超出了法律的管辖范畴,其中与传统文化的影响有着密切的关系。文章着眼于传统文化对广告伦理的影响及相互之间的关系,分析了遵循与突破、传统与现代、正面与负面的广告误区与表现,主要包括:广告的失真与夸大,比较广告中的伦理,倡导性广告的伦理,针对儿童与妇女的广告伦理,媒介外溢引起的广告伦理界定等。由于伦理问题本身的敏感性和多重标准,文章认为要根据时代的变迁来适度地认识广告伦理问题,以提高华人广告的传播效果。

Probing into Chinese Traditional Culture and Advertising Ethics

Chinese thinking pattern and behavior way are influenced deeply by their traditional culture,Constitu- tionally,Ad is a culture phenomenon,Therefore,traditional culture affects ads from producing to receipt,Be- yond the law,there are many advertising phenomena permeated with ethic arguments in connection with tradi- tional culture which come into being along with development of media technology and Ad technique,This study starts with how the traditional culture works on advertising ethics and the relationship between them,analyzes misapprehensions and representations of following VS breaking through,tradition VS modernity,positive effect VS negative effect,mainly including:advertising distortion and overstatement,ethics in comparative advertis- ing,the ethics of advocating Ad,the ethics aiming at children and women,advertising ethics redefined by media overflow,etc,Due to the sensitive and muhicriteria of ethic is.sue,the conclusion is that we' d better understand advertising ethics based era vicissitude for enhancing communication effects of Ads.