广告伦理中的“公平”--理论与实践的对话  

“Fairness” in Advertising Ethics: A Dialogue between Theory and Practice

作　　者：康瑾[1] 郭羽佳 KANG Jin;GUO Yu-jia(School of Advertising,Communication University of China,Beijing 100024,China)

机构地区：[1]中国传媒大学广告学院,北京100024

出　　处：《山西大学学报（哲学社会科学版）》2023年第2期65-74,共10页Journal of Shanxi University(Philosophy and Social Science Edition)

基　　金：北京市社会科学基金研究基地项目“首都数字化背景下的广告伦理研究”(16JDXCA009)。

摘　　要：公平是广告伦理的核心概念。在理论上,公平源自“不伤害”的先验公理,能够与广告的信息共享和价值共创的关系本质相契合,并发展出结构化的广告伦理价值体系;公平的“等利害交换”原则蕴含着直觉正义和理性博弈,奠定了广告主和消费者之间“得所当得”的积极伦理关系;消费者因具有“劝服知识”(Persuasion Knowledge)和“道德性广告素养”(Moral Advertising Literacy)而能够成为公平原则的道德行为主体。在实践中,广告行业组织将公平视为重要的自律原则,包含广义公平、竞争公平和对消费者的公平三层含义,同时,公平与其他伦理原则一起形成无结构的共现关系;媒体对广告失范行为的舆论监督聚焦于司法惩戒和单向的消费者关护;消费者对广告的认知和评判则表现出对抗性的“等害交换”特征。综上,在理论和实践这两个范畴中,广告公平的属性、伦理学取径、地位、含义以及公平关系背后的主体这五个认识维度都存在着分歧,笔者尝试开启理论和实践的双向对话,旨在消除成见,为广告伦理建设提供新的思路。Fairness is a core concept of advertising ethics. In theory, fairness originates from the priori axiom of “doing no harm”, able to consists with the relation nature of information sharing and value co-creation in advertising and develop a structured advertising ethic value system. The fairness principle of “equal interest exchange” contains intuitive justice and rational game, establishing a positive ethical relationship of “getting what you want” between advertisers and consumers. Equipped with “persuasion knowledge” and “moral advertising literacy”, consumers are able to become active ethic agents. In practice, advertising organizations take fairness for an important self-disciplinary code, including generalized fairness, competitive fairness and fairness to consumers. Meanwhile, fairness is co-current with other ethical principles without clear structure. Media’s supervision on advertising by public opinion focuses on the judicial punishment for unethical advertising behaviors and the unilateral protection for vulnerable consumers, and the consumers’ cognition and judgment of advertising show the characteristics of antagonistic “equal harm exchange”. To sum up, in the two categories of theory and practice, there exist divergences in such five cognitive dimensions as the basic attribute, ethical approach, relative positon, exact meaning and ethic agent of advertising fairness. The author tries to start a two-way dialogue between theory and practice in order to eliminate stereotypes and provide new ideas for the construction of advertising ethics.

关 键 词：应用伦理学 广告伦理 公平 道德行为主体 对话 

分 类 号：B82-059[哲学宗教—伦理学] F713.80[经济管理—广告]