Author(s)

Ming Xu, Kana Tong, Jiao Xu

Corresponding Author

Jiao Xu

ABSTRACT

The arrival of "new media era" has greatly promoted the reform and development of advertising industry, but at the same time, it also makes the whole field of advertising industry face some new difficulties, and the anomie of advertising ethics is one of the key problems to be solved urgently. In the process of the development of the new media advertising, such as the lack of the quality of the subject of advertising, the ethical conflict in the different cultural fields, the value orientation of the light and the light meaning, the social norm system and the unsound operation mechanism of the industry are especially outstanding. Choose "integration" or choose "dispersion"? This should be the primary issue for us to face the rationality and inevitability of advertising ethics.

KEYWORDS

Media, Advertising ethics, Advertising