广告实践中的“真实”困境与伦理反思  

The"Truthfulness"Dilemma and Ethical Reflection in Advertising Practice

作　　者：郭羽佳 康瑾[1] GUO Yu-jia;KANG Jin(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：《编辑之友》2024年第4期71-79,共9页Editorial Friend

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：在广告专业化进程中,真实始终作为核心伦理要求,对不同时代的失真广告予以规约指引。广告话语失真主要归因于广告活动主体的不当行为:广告主通过虚假谎言、遗漏回避、混淆歧义、夸大吹嘘等手段有意欺骗误导消费者,其主张违背客观事实;消费者由于认识能力局限,被消费幻象迷惑,沉浸于“信息茧房”和超真实拟像中,对广告的理解产生偏差。鉴于此,在真理共识和对话伦理取径下,真实话语要求广告主与消费者充分发挥自身交往理性和交往资质,使用真实、真诚、正当、可理解的话语开展道德主体间对话,以解决失真广告的伦理冲突,达成道德共识,促动广告伦理关系向积极互动、双向动态的方向演进。The essence of truthfulness is the objective and accurate presentation of facts and the honest and sincere expression of opinions.In the process of professionalization of advertising,truthfulness has always been the core ethical requirement that has regulated the distorted advertisements in different times.Advertising distortion is mainly attributed to the improper behavior of advertising activities.Advertisers intentionally deceive and mislead consumers by means of false lies,omission and avoidance,confusion and ambiguity,as well as exaggeration and bluffing,so that the claims are contrary to the objective facts.Due to the limitation of cognition ability,consumers are confused by the illusion of consumption,and immerse themselves in the cocoon of information and the hyper-realistic simulation,which leads to their biased understanding of the advertisements.In view of the path of truth consensus and dialogue ethics,truthfulness discourse requires advertisers and consumers to give full play to their own rationality and qualification of interaction,and to carry out inter-subjective ethical dialogues by using truth,sincerity,rightfulness,and comprehensible discourse which is conducive to solve the ethical conflicts of distorted advertisements,to reach ethical consensus,and to promote the positive interaction and bidirectional dynamics of the ethical relationship in advertisements.

关 键 词：广告伦理 “真实” 诚实 欺骗性广告 广告话语失真 

分 类 号：F713.8[经济管理—广告]