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Ecological Ethics and the Construction of a "New Advertising Concept"

Author: ZhuPengFei
Tutor: WangZhan
School: Hunan Normal University
Course: Communication
Keywords: Advertising Values Ecological Ethics Sustainability Corporate image strategy
CLC: G206-F
Type: Master's thesis
Year: 2009
Downloads: 178
Quote: 0
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Abstract


Advertising is a catalyst for economic development , is a barometer of the political life of the Notes to the evolution of civilization . With the rapid development of China's economy , the advertising industry 's achievements remarkable appears the problem can not be underestimated . Nowadays , advertising ethical values ??anomie , values ??shift , resulting in the issue of China's advertising industry after another . How to achieve the ads economic value and social value of a win-win , to achieve the sustainable development of the advertising industry , and build a natural , economic and social value of the triple harmony and unity , \When double cramped advertising experienced market and social values ??, the introduction of ecological ethics opened up a new perspective to the advertising of ethical research . Ecological Ethics is mankind 's only way out of the ecological crisis , it ethical objects from the social areas led to the natural areas of ethics from human morality to the expansion of the natural moral . From a social point of view , the inevitable trend of ecological ethics as moral development , it 's part of the concept will penetrate to the values ??of the times , thereby affecting advertising their advertising values ??. Business philosophy and marketing philosophy of the enterprise from the operation of the process of the advertising point of view , is the source of the values ??of the ad . Import ecological ethics in the construction of the CI , the situation is bound to change the one - sided pursuit of economic interests while ignoring the social benefits , to form a new the \Sustainable human development issues is a grand narrative that could cover non-advertising , also can harness non-advertising , but the establishment of a rational new advertising concept , will certainly promote the health of the advertising industry , sustainable development , the promotion of harmony between man and nature coexistence.

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