The"Truthfulness"Dilemma and Ethical Reflection in Advertising Practice
The essence of truthfulness is the objective and accurate presentation of facts and the honest and sincere expression of opinions.In the process of professionalization of advertising,truthfulness has always been the core ethical requirement that has regulated the distorted advertisements in different times.Advertising distortion is mainly attributed to the improper behavior of advertising activities.Advertisers intentionally deceive and mislead consumers by means of false lies,omission and avoidance,confusion and ambiguity,as well as exaggeration and bluffing,so that the claims are contrary to the objective facts.Due to the limitation of cognition ability,consumers are confused by the illusion of consumption,and immerse themselves in the cocoon of information and the hyper-realistic simulation,which leads to their biased understanding of the advertisements.In view of the path of truth consensus and dialogue ethics,truthfulness discourse requires advertisers and consumers to give full play to their own rationality and qualification of interaction,and to carry out inter-subjective ethical dialogues by using truth,sincerity,rightfulness,and comprehensible discourse which is conducive to solve the ethical conflicts of distorted advertisements,to reach ethical consensus,and to promote the positive interaction and bidirectional dynamics of the ethical relationship in advertisements.
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