摘 要
香港被誉为购物者的“天堂”，其商业广告的发展程度令人惊讶。在香港，消费者都可以从不同的媒介接触到不少有关服务或产品的广告。不过由于广告管理、法制法规建设落后、广告从业者道德素质等原因导致香港广告行业出现一些广告伦理问题，主要表现在虚假广告、抄袭、引导错误观念等方面。本文从阐述商业广告及广告伦理开始，结合目前国内外专家学者对商业广告的研究，指出目前香港广告商业伦理问题，并提出消费者怎样来辨别广告及相关部门提高对广告业的监管对策，以期为香港广告业健康、快速的发展提供一些理论的参考。
关键词：香港广告 研究现状 商业伦理 问题 对策
ABSTRACT
Hong Kong is known as “paradise” shoppers, and its commercial advertising the development degree of surprising. In Hong Kong, consumer can be from different media access to a lot of the service or the advertisement of the product. But as the AD management, law and regulations construction lag behind, advertising practitioners moral quality resulted from Hong Kong advertising industry appear some advertising ethical problems, which lies in the false advertising, plagiarism, guide wrong idea, etc. This paper has discussed the commercial advertising and advertising ethics began, combining domestic and foreign experts and scholars on commercial advertising research are pointed out, the Hong Kong advertising business ethics problem, and puts forward how to tell consumers advertising and related departments to improve the supervision of the advertising industry, countermeasures for Hong Kong advertising health, rapid growth to provide some theoretical reference.
Key words：Hong Kong advertising; Research status; Business ethics; Problem; countermeasures
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