Hrytsyuta N. Advertising Ethics: principles, components, reality, tendentious.

The thesis attempts to develop a theoretical and methodological foundation for study of advertising ethics, disclosed estymatical factors of modern information environment and its impact on the moral and ethical foundations of society. The author concluded chronologically-typological historiography of the study of ethics promotional communications, based taxonomy carried her estymatsiynu proposed model considers the classification of ethical correctness and, based on certain basic types of deviant violations as misleading, comparative and hidden advertising. In this paper, improved study of general principles of ethical standards in advertising communication based on international and national laws and practices of self-regulation as systems support ethical humanist morality in advertising. Home practice of forming ethical standards considered in the context of international competitive environment.