广告伦理中“公平”原则的流变——以营销策略驱动和数字技术革新为背景  

The Change of the Principle of"Fairness"in Advertising Ethics——In the Context of Marketing Strategy Driven and Digital Technology Innovation

作　　者：郭羽佳 Guo Yujia(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：《晋阳学刊》2024年第3期140-145,共6页Academic Journal of Jinyang

摘　　要：作为广告伦理中的核心伦理价值,公平原则以利益分配和人际关系调节为基本内核,以真实、尊重、透明等为具体内容,直接指涉了参与广告活动的两大行为主体——组织开展广告活动的发布者和具备道德行动能力的消费者,凸显了深刻的理论价值和广泛的实用价值。在营销策略转换和数字技术革新的双重驱动下,广告伦理中的核心公平话题不断切换,从真实信息告知到说服情节博弈再到平等关系营销和价值共创,最后转向对数据隐私和营销披露的探索。在公平原则的演化过程中,广告发布者和消费者之间力量博弈和关系建构的底层逻辑得以凸显,消费者的道德主体地位也逐渐显明。二者只有公平地参与广告活动,得当所得地获取利益价值,并承担相应道德责任,方可实现广告活动的道德良善目标。As the core ethical value in advertising ethics,the principle of fairness takes the distribution of in-terests and the adjustment of interpersonal relations as the basic core,and takes truth,respect and transparency as the specific content.It directly refers to the two major actors involved in advertising activitiestheadvertiser who organizes advertising activities and the consumer who has the ability of moral action,which highlights the profound theoretical value and extensive practical value.Driven by the transformation of marketing strategies and the innovation of digital technology,the core fairness topic in advertising ethics is constantly changing,from true information informing to persuasion game,to equal relationship marketing and value co-creation,and finally to the exploration of data privacy and marketing disclosure.In the evolution of fairness principle,the underlying logic of power game and relationship construction between advertisement publishers and consumers is highlighted,and the moral subject status of consumers is gradually revealed.Only by participating in the advertising activities fairly,obtaining the benefit value appropriately,and bearing the corresponding moral responsibility,can the moral good goal of the advertising activities be realized.

关 键 词：广告伦理 公平原则 营销策略 数字技术 消费者主体 

分 类 号：F713.8[经济管理—广告]