广告活动中的真善美--兼论广告的教育功能

在市场经济条件下,广告不仅具有促进商品流通的经济功能,而且具有建设精神文明所需要的教育功能。广告应具备真、善、美三种基本的价值。广告的真实性及可信度是广告的生命。广告之“善”主要在各方(企业、媒体、广告经营者、消费者)之间利益关系的公正之中。广告不仅要遵守“底线伦理”,而且要积极倡导符合当代市场经济的先进道德。广告的艺术性在于体现美,美是广告的灵魂,广告人应该具有深厚的文化素养和美学素养。此外,广告还应有政府监控、业内自治和广告批评。

Ingenuity, Humanity and Esthetics in Ad Promotion --Educational Function of Ads

Under the condition of a free market, ads have not only the economic function of promoting commercialsale, but also have educational function for the construction of spiritual civilization. Therefore, ads should be made up ofthe value of ingenuity, humanity and esthetics. Ingenuity and credibility are the lifeline of ads. Humanity should focuson the justice of the different participants (the producer, media, ad agent, buyer). Ads have to meet the moral require-ments of the market. Esthetics is the soul of ads that should be of highly-qualified cultural contents and esthetic value.So ads should be monitored by the government, enterprise itself and public criticism.