CAJ | 학술논문

广告应兼顾经济效益和社会效益，为受众创造一个传播真善美的窗口。在广告假与真的伦理向度上，广告应追求形式与内容、动机与效果求真务实的伦理向度，摒弃追求虚假噱头以逐暴利的无德趋向；在广告恶与善的伦理向度上，广告应倡导人与自然社会和谐、文明消费、仁者爱人、劝人从善，扬善惩恶、扬善从善的伦理劝导功能，抵制奢侈消费、特权消费、腐败消费等恶俗倾向；在广告丑与美的伦理向度上，应追求广告形象生动之美、广告情感温馨之美、广告的创意新颖之美、广告企业文化价值之美，摈弃拜物主义、低级庸俗、丑改成语、生理恫吓等使社会意识走入歧途的审美趣味。
엄고응겸고경제효익화사회효익，위수음창조일개전파진선미적창구。재엄고가여진적윤리향도상，엄고응추구형식여내용、동궤여효과구진무실적윤리향도，병기추구허가갹두이축폭리적무덕추향；재엄고악여선적윤리향도상，엄고응창도인여자연사회화해、문명소비、인자애인、권인종선，양선징악、양선종선적윤리권도공능，저제사치소비、특권소비、부패소비등악속경향；재엄고축여미적윤리향도상，응추구엄고형상생동지미、엄고정감온형지미、엄고적창의신영지미、엄고기업문화개치지미，빈기배물주의、저급용속、축개성어、생리통하등사사회의식주입기도적심미취미。
The advertisements should balance economic benefits and social benefits provide customers with a window to carry forward the spirit of truth,goodness and beauty. At the ethic dimension of truth and fake,the advertise-ments should pursue realistic and pragmatic ethic dimension of form & content cause & effect as well as abandon immoral trend of pursuing phony stunt to seek excessive profits. At the ethic dimension of good and evil,the adver-tisements should advocate persuasive effect of the harmony of human,nature and society,civilized consumption, benevolent love poetical justice,caring about people,rewarding and keeping the good. Meanwhile,they should re-sist foul tendency of luxury consumption,privileged consumption and corrupt consumption. At the ethic dimension of beauty and ugliness,the advertisements should pursue the beauty of vivid images,cozy emotions,novel creativi-ty and enterprise cultural value. At the same time,we should disregard aesthetic tastes which induce social con-sciousness to go wrong,for example,fetishism,vulgar interest,idiom uglification and physiological threat.