译文（字数 4345）

一、广告要承担道德责任吗

广告因其传播广、迅速及时及其很强的感染性特点而成为商家至爱, 同时, 广告也从其产生起就被赋予了推销产品为企业赢利的重任, 故效益导向乃是广告导向的首要所在。广告发展到现在, 已蔚然成一种社会文化现象, 并不可避免地具有着文化的特点, 且它还必定反映一定时期的文化趋势。戈公振在其所著《中国报学史》中就曾指出: “广告为‘文化进步之记录。……有促进人生与指导人生之功能’”[1] (p89)。这也就不难理解为什么现在有些文化界人士把广告理解成为社会文化的解码了! 当广告发展成为一种社会文化现象且反映一定时期的文化趋势时, 它就无可否认地会具有一种文化导向性。一般地说,广告的文化导向主要体现于生活方式的引导——广告是对现行主流生活方式的文化诠释以及对未来生活方式的前瞻性注解。广告所宣传的产品一旦被消费者纳为自己生活方式中的有机部分, 它必将取得相当的成功, 这在目前已经成为一种共识, 也是当前广告运动的一个共同的方向。

外文原文（字符数 12828）

first A moral responsibility, advertising

Advertising because of its wide spread, rapid and strong infectious characteristics in time and it is love, business at the same time, advertising also has been endowed with marketing products since its profit for the enterprise, so the benefit orientation is advertising guide first.Advertising development up to now, has become a social cultural phenomenon, and inevitably has the characteristics of the culture, and it also must reflect a certain period of the cultural trend.Ge gongzhen in its written in Chinese newspaper history once pointed out: "advertising is' records of cultural progress.... to promote and guide the life functions of life '" [1] (p89).Now that it is not hard to understand why some cultural figures to understand become a social and cultural advertisement decoding!When advertising development become a social cultural phenomenon and cultural trends reflect a period of time, it was admittedly has a cultural orientation.Generally speaking, advertising culture is oriented mainly reflected in the way of life to guide, advertising is the current mainstream cultural interpretation of the life style and way of life for the future prospective annotations.Advertising promotional products once they are organic part of the consumers, for their way of life, it will be quite successful, at present has become a consensus, this is also a common direction of the current advertising campaign.