本文指出在市场走向成熟的时候,广告往往传递除物质因素以外的“符号”表象, 代表着一种消费的意义指向;探讨了广告符号和文化伦理、社会价值观的关系,提出“把握广 告信息的经济价值、社会权力和市场权力的平衡点”是广告伦理学的核心问题。认为应当从受 众心理、传媒伦理、广告伦理等结合点上,为广告法制法规的建立提出可参照的理论工具。 This paper points out that when the market matures, advertisements often convey the appearance of “symbols” other than material factors, which represent the meaning of consumption. The relationship between advertising symbols and cultural ethics and social values ​​is discussed. The balance between economic value, social power and market power "is the core issue of advertising ethics. We think that we should put forward the theoretical tools for the establishment of legal system of advertising from such aspects as audience psychology, media ethics and advertising ethics.