【摘要】 符号消费在现代经济与文化中的意义日益凸现,作为历史、文化和社会发展的产物,符号消费在促进经济发展的同时,也造成一定程度上的资源浪费。而广告传媒作为符号消费的重要推介力量,具有正确解读符号消费、避免消费异化的重要功能。关键在于,必须规范广告伦理,建立广告文化的伦理批评机制,倡导社会伦理、媒体伦理和广告人行为自律,培育和建构健康、适度、自主、和谐的消费伦理,使广告活动与伦理道德文化精神相吻合,实现功利性与伦理性的逻辑统一。更多还原

【Abstract】 The symbolic consumption plays a more important role in modern economics and culture than before.As the outcome of the development of history culture and society,the symbolic consumption causes waste of resources on a certain extent meanwhile it boosts the economic development.As the important propulsion,the advertising medias have functions of interpreting symbolic consumption and preventing from consumption dissimilation.The most important thing is that we should construct the ethical criticism system of advertising culture,advocate the self-discipline among social ethic media ethic and advertising people,built and construct the healthy moderate independent and harmonious consumption ethic,and make the advertising activities meet the moral culture spirits,consequently achieve the logical unification between utilities and ethics.更多还原