经济人·文化人·道德人——论广告人的社会角色及其社会文化责任

在社会文化系统中广告人的社会角色无疑是经济人、文化人和道德人的混合体,其从事的广告活动既是一种经济活动,同时又是一种文化活动.经济人的角色使广告人追求广告活动的经济价值和功能;而文化人、道德人的身份又要求广告人必须树立正确的义利观与文化责任感,把经济人的市场化取向已经带来或可能带来的物欲的膨胀、道德的失落等转换为价值合理的欲求,从而塑造广告人良好的社会形象.

An Economic,Cultural and Moral Being--On Social Character and Cultural Responsibilities of Advertisers

The social character of advertisers is doubtlessly a mixture of an economic, cultural and moral one in the whole social and cultural context. The activities they are engaged in are both economic and cultural. The economic trait makes them seek economic value and economic function of advertising activities , while the cultural and moral character requires them to have an appropriate attitude towards profits and a right sense cultural responsibility. Too much marketization of the economic trait may lead to the swell of material desire and the decline of morality, which should be converted into a rational pursuit of the value, only in this way could a sound image of advertisers be nurtured.