The Social & Ethical Aspects of Advertising

頁(yè)數(shù) 9 字?jǐn)?shù) 3553

摘要：
廣告的社會(huì)方面和倫理方面與廣告進(jìn)程中的策略性因素和創(chuàng)造性因素一樣具有力量性和爭(zhēng)議性。什么是社會(huì)的可依賴(lài)性或不可依賴(lài)性、道德的可爭(zhēng)辯性、政治上的正確性和合法性？答案是經(jīng)常變化的。隨著社會(huì)體制的改變，觀點(diǎn)也隨之而變。正如其它事物一樣，由于社會(huì)的根源性和牽連性，廣告也受到了影響。本文旨在通過(guò)對(duì)廣告的社會(huì)方面和倫理方面的分析總結(jié)出廣告對(duì)大眾認(rèn)知能力、扶持媒體和受眾身心愉悅程度的影響。
全文共分為四個(gè)部分，第一部分和第四部分分別為介紹與總結(jié)，中間兩個(gè)部分為本文的核心，分別展開(kāi)對(duì)廣告的社會(huì)方面和倫理方面的分析。衷心希望此論文能給廣告的制作者提供幫助，使他們?cè)趶V告運(yùn)作中能夠?qū)?fù)雜的社會(huì)環(huán)境和倫理環(huán)境考慮在內(nèi)。

關(guān)鍵字： 社會(huì),倫理,廣告,廣告商

Abstract:
The social and ethical aspects of advertising are as dynamic and controversial as any of the strategic or creative elements of the process. What is socially responsible or irresponsible, ethically debatable, politically correct, or legal? The answers are constantly changing. As a society changes, so do its perspectives. Like anything else with social roots and implications, advertising will be affected by these changes. This paper presents an analytical study of the affection of the social and ethical aspects of advertising at the consumers’ perception ability, powerful effect on the mass media and the degree of consumers’ happiness and general well-being.
This paper will be presented in four parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the two middle parts which respectively analyze the social and ethical aspects of advertising. It is hoped that the study can shed light on the advertisers and made them realized that advertising should connect with the complex social and legal environment in which contemporary advertising operates.

Key words: social, ethical, advertising, advertiser


Contents

1. Introduction…………………………………………………………………………… ……1
2. The Social Aspects of Advertising…………………………………………………………..1
2.1 Advertising Affects Consumers’ Perception Ability…………………………………….1
2.2 Advertising Affects Happiness and General Well-Being………………………………..2
2.3 Advertising Has a Powerful Effect on the Mass Media…………………………………3
3. The Ethical Aspects of Advertising…………………………………………………………4
3.1 Deception in Advertising………………………………………………………………..4
3.2 Advertising to Children and Un-adult………………………………………………..…4
3.3 Offensive Advertising to Some People…………………………………………………5
4. Conclusion………………………………………………………………………………….6
References………………………………………………………………………………….7

References:
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