艺术品营销传播中的伦理问题

在营销传播领域中,艺术品这个独特的对象,本身兼具很强的伦理色彩,其社会责任、道德价值,法律与规范等问题的探讨极为重要.艺术品营销传播模式带来的不应该是艺术品审美价值和精神价值的沉沦,也不应该丧失其伦理体系成为纯技术市场的附庸.艺术品的精神属性和社会属性决定了艺术品营销传播不能只趋从于市场的价值规律和供求关系.

Ethic Issue in Marketing and Communication of Artwork

When marketing artwork,unique in its connotations of morality,it is important to explore problems of social responsibility,societal norms,values and law.When art is marketed the result should not be the degradation of the aesthetic or spiritual value of the artwork,nor should its ethical system give way to slavery to advanced technology.The spiritual and societal attributes of artwork determine that it cannot be secondary to the market's laws of value or those of supply and demand.