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现实广告名声和广告环境的污染程度,说明了广告界内部管理的混乱、软弱和失控的严重性。客观地讲,广告界中存在的丑陋现象与社会中的腐败不无关联,但最根本的是功利主义价值观的极端外现,是错误认识和处理道德与价值关系的实际后果。本文对“广告规范失常,广告道德滑坡、广告信任危机”千姿百态的表现形式不做讨论,仅在探究这些形态背后根源的基础上,从社会与哲学的层面上探讨了广告视野与道德视野的对接问题,剖析了广告价值中立论的虚伪性,论述了广告虚假存在的长期性,严肃的思考了广告走出信任危机的困难与途径。
The real-world advertising fame and the pollution of the advertising environment illustrate the severity of the confusion, weakness and loss of control in the internal management of the advertising industry. Objectively speaking, the ugly phenomenon existing in the advertising industry is not unrelated to the corruption in society. However, the most fundamental one is the extreme externalities of utilitarian values, which is the actual consequence of misunderstanding and handling the relationship between morality and value. This article does not discuss the different manifestations of “abnormal advertising norms, advertising moral decline, advertising trust crisis”. Based on the analysis of the root causes behind these forms, this paper explores the connection between advertising vision and morality on the social and philosophical level Problem, analyzes the hypocrisy of neutrality of advertising value, expounds the long-term existence of false advertising, and seriously considers the difficulties and ways of advertising out of the crisis of confidence.