Advertising Ethics in times of media change.

许多评论家指出，广告是一种有问题的沟通形式，需要进行大量的伦理反思。特别关注德国广告系统，本研究项目将产生关于广告从业人员的价值取向和他们的自我概念的职业应用伦理方面的见解。该项目基于传播科学和道德专业知识之间的合作方法，旨在探索广告从业人员如何认识和处理道德问题。该项目的成果将被赋予一个重要的推动力，阐述一般的广告研究，特别是广告的道德。该项目给出的答案具有高度的社会相关性，为评估德国媒体系统的绩效提供了重要依据。在这些初步成果的背景下，可以具体确定后续项目。

Many critics have observed that advertising is a problematical form of communication which requires a lot of ethical reflection. With a special focus on the German advertising system, this research project will generate insights about the value orientation of advertising practitioners and their self-conception in terms of an occupational applied ethics. The project is based on a collaborative approach between communication science and ethical expertise and aims to explore how advertising practitioners recognize and deal with ethical problems. The outcomes of the project will be given an important impulse to elaborate advertising research in general and the ethics of advertising in particular. The answers given by the project are of high societal relevance and provide an important basis to evaluate the performance of Germany´s media system. Against the background of these first results follow-up projects could be specified.