诚信是广告的生命力Good faith is the vitality of advertising摘 要诚信，是中华民族的传统美德，反映在广告业中，就是如实宣传，不欺骗消费者。诚信是广告业健康繁荣发展的保证，是广告的灵魂与生命。广告诚信在市场经济中是非常重要的链条，因为它是直接联结生产者与消费者的中间环节，如果广告不诚信，整个市场经济体系中的信用体系将不复存在。随着我国改革开放和市场经济的高速发展，广告业也得到了前所未有的发展然而，在成绩辉煌的背后，也存在很多问题，尤其是广告诚信失真的问题。由于社会道德因素、社会监督机制、消费者受众质素等因素，令广告诚信失真问题日益恶化。本文从“诚信”入手，首先阐述了诚信的内涵和重要性，然后聚焦我国广告业的诚信现状，对广告诚信缺失的现象进行了分析并找出其原因，从几个方面阐述了诚信是广告生命力的必然性, 最后总结出“诚信是广告的生命力”并就对如何加强广告诚信建设提出几点建议。 关键字：诚信，广告，生命力Abstract Good faith is a tradition virtue of china, when using in advertising, it requires one must disseminate fact, but not cheat the consumers. Good faith ensures flourishing advertising. It is the psyche and life of advertising. Good faith of advertising is a very important in the chain in market economy, because it is a direct link between producers and consumers. If the advertising doesn’t have the good faith, the credit system in the economic market will disappear. As our country reform and open and highly develop, advertising also expands unprecedentedly. But there also exists lots of problems, especially the good faith lost problem in advertising. Because of social and moral factors, social supervision mechanism, the quality of the consumer audience, and other factors, so that deteriorating advertising integrity of distortion.This paper start with “good faith”, expatiate the connotation and importance of good faith firstly, and then pays close attention to the good faith lost problem in advertising o...
