Abstract: As an economic phenomenon,advertisement bears social and moral duty.It is necessary to stress the social and moral duty of advertisement in constructing a harmonious society and setting a good image for an enterprise.Problems in China’s advertisement field,especially those relating to social and moral duty,need to be thought carefully.To stress its social and moral duty,we should carry out the principles of “system construction,administrative measures,and self-restriction by moral”.Firstly,we should improve the laws and rules to lay a good foundation for advertisement;secondly,we should strengthen the management and supervision system;and thirdly,those who are involved in the advertisement field should enhance their moral level.

Key words: advertisement, moral, duty