摘要

随着新媒体平台的兴起，广告业的发展速度比以往任何时候都要快，信息的传递方式也更加多样化。这也带来了各种问题，由于法律法规还不完备，这些问题解决起来并不容易。本论文收集了广告中不同类型的不道德行为，并对其进行分类和分析，一些道德问题不仅损害了品牌形象，扰乱了公平竞争秩序，而且从长远来看，也危害了社会环境和整个广告业。最后，根据广告业各相关部门应有的责任，本论文给出相应的解决方案，例如广告媒体的把关守门和传播责任，广告公司的审查责任等等。

关键词：广告伦理道德；社交媒体；预防措施

Contents

Abstract I

摘要 II

Introduction 1

1. Literature review 1

1.1 Definition of social media 2

1.2 Classification of social media 2

1.3 Previous study of advertising ethics 3

2. Ethical issues in social media advertising 4

2.1 Lack of authenticity 5

2.1.1 Untruthful statements and recommendations..5

2.1.2 Exaggerated advantages and concealed defects 7

2.1.3 Visual misleading and deception 7

2.2 Discrimination against special groups 8 

2.2.1 The temptation to children and the maturing of children’s images 8

2.2.2 Stereotyping of female images 9

2.2.3 Discrimination against the disabled 9

2.2.4 Social segmentation of low-income people 10

2.2.5 Racial discrimination 11

2.3 Unfair competition 12

2.3.1 Insinuation and derogation of industry competitors 12

2.3.2 Imitation of well-known brands 13

2.4 Violation of audience autonomy 13

2.4.1 Force entry advertising 14

2.4.2 Indiscriminate bombing advertising 14

2.4.3 Recessive implantation advertising 15

2.4.4 Fraudulent click advertising 15

2.5 Invasion of audience privacy 16

2.5.1 Malicious collection and sale of audience private information 16

2.5.2 Homogeneous pushes and information cocoons 17

3. Suggestions for preventing unethical issues in social media advertising 17

3.1 Self-discipline and self-censorship responsibility of advertisers 18

3.2 Censorship responsibility of advertising agencies 18

3.3 Gatekeeping and communication responsibility of advertising media 18

3.4 Supervision responsibility of the audience 19

3.5Collaborative supervision responsibilities of regulatory authorities and industry associations 20 

Conclusion 21

References 22