文档介绍：中文摘要改革开放以来,广告在发挥着传递信息、促进销售、活跃市场经济等作用的同时,也出现了许多不和谐的。音符一,广告伦理缺失的现象频频出现。随着我国社会主义市场经济体制的不断完善,在我国广告业深入发展的形势下,如何从伦理这个全新的视角来研究广告,勾勒出一个能够有效影响和制约广告各行为主体的结构体系就显得尤为重要。本文透过对虚假广告、名入失范广告、恶俗广告、情色广告、歧视广告、不正当比较广告等广告伦理缺失较为严重的案例分析,对我国广告业存在的主要伦理缺失问题进行了梳理和归纳。本文认为,广告伦理缺失的危害主要在于弱化了伦理道德的调节力量,阻碍了广告业本身与市场经济的正常发展,导致了社会诚信指数的不断消解,并最终扭曲了社会的主流价值观。进而本文对广告伦理缺失现象的原因进行了分析,揭示出问题实际是出在本民族对市场经济体制的不适应上,指出社会基础秩序的松动消解是造成广告伦理缺失的最深层的社会原因,并总结出经济增长导致的心理膨胀、行业运行制度的滞后缺失等其他四点原因。最后,本文提出提升广告伦理水平的对策和建议:建立广告伦理体系:完善广告法规体系:强化广告监管体制:实现广告行业自律;发挥公益广告教化功能等,以期为引导、规范广告行为及广告活动,促进广告业全面协调可持续发展而作出努力. 关键词:广告广告伦理伦理缺失伦理规范 Abstract Since thereformand opening-up policy,advertisement plays allimportant rolein transmittinginformation,promoting salesand activating themarket,but itstill has some problems such as the theadvance and improvement of socialistmarket economy mechanism and thedeepdevelopment ofadvertisement,it seems morc important tostudy advertisement from the respective ofethics and establish asystem which callaffect andrestraintheadvertisement behaviors. The articlesummarizes theexisting ethic lackproblem intheadvertisementthrough some serious cases offalseadvertisement,aberrant celebrityadvertisement,vulgar advertisement,.erotic advertisement,discriminatory advertisementand parison articleargues thattheharmmainly liesinweakening theregulatingpower oftheethics,hindering thedevelopment ofadvertisementand socialistmarket economy andresulting inthe decreased good faith anddistortion of mainstream theanalysis of the reasons,the articleargues thatthe problem mainly liesin notadapting tothemarket economy and theprofound social reason istheflexibility ofthebasicsocial are some otherreasons such as psychological expansion duetoeconomic development andlagged operatingsystems. At lastthe articlegives some suggestions about how toimprove theadvertisement ethics:we should try our best to guide and regulate advertisement behaviors and activities and promote all-round sustainable