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今天广告“忽悠”吗?——让广告承担起社会责任

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Author(s)
夏知寒
Keywords
ethics
social responsibility
advertisement
ethics and moral
GE Subjects
Economic ethics
Corporate social responsibility

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URI
http://hdl.handle.net/20.500.12424/170168
Abstract
广告作为促销手段和营销方式,伴随着商品生产和商品交换的产生而 产生,伴随着商品生产的发展和科学技术的进步而繁荣发展。随着媒介技术的发 展和广告手法的日新月异,广告中,利润与道德、宣传与夸张、经济利益与社会 伦理责任之间的博弈也愈演愈烈。有识之士视真诚为创意哲学的灵魂,坚决拒绝 忽悠,放眼丈量风物,恪守为人准则,坚守伦理道德。无良广告在逐利驱使下, 一步步滑入伦理失范、道德缺失的深渊。本文从正负两个侧面分析广告伦理道德 问题,论证广告实践在维护和谐的社会关系、正确引导公众、规范社会行为、促 进社会精神和物质文明方面不可忽视的作用。 [Article published in the Award-Winning Papers of the 2008 College Students' Corporate Social Responsibility Essay Competition, organized by the Center of International Business Ethics CIBE, Beijing, China.]
Date
2008
Type
Preprint
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All rights reserved
Collections
Business Ethics

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