目前,各媒体广告林立繁杂,使得受众眼花缭乱,并无法辨别其真伪。其中,有不少广告还存在着不良动机,在利益的驱使下,他们开始了向不法和不道德的境地的迈进。随着我国《广告法》及相关法律的颁布,对于不法广告在一定程度上还是能给予遏制和纠正的。而对于不道德广告,因在很大程度上没有法律依据,当在受众又缺乏辨别能力的情况下,很容易就带来不良后果。本文主要针对广告道德问题进行阐述的,通过对广告道德与利益的冲突及原因的分析,指出广告经营应遵循的道德取向,并得出了在应对道德偏差时的策略。 At present, various media advertisements are numerous and complicated, making the audience dazzled and unable to discern its authenticity. Among them, many advertisements still have unhealthy motives. Driven by their interests, they have begun to move toward illegal and unethical situations. With the promulgation of the “Advertising Law” and related laws in our country, the illegal advertising can still be checked and corrected to a certain extent. As for the unscrupulous advertisements, because there is no legal basis to a great extent, it is easy to have adverse consequences when the audiences lack the ability to discern. This article mainly elaborates on the issue of advertising ethics. Through the analysis of the conflicts and reasons of the advertising ethics and interests, this article points out the moral orientation to be followed in the advertisement management and obtains the tactics when dealing with the moral deviation.