Abstract

Television plays an important role in the development of children，and it will have many impacts on the development of children.And in children's television program，the proportion of advertising is very high，advertising has become one of the most favorite TV programs.Advertising is a kind of education resources，it has many aspects of the influence of children.

But the quality of TV advertising itself is not satisfactory.A lot of research shows that the influence of TV advertising is negative，and the main reason is that there is a phenomenon of ethics in advertising.Advertising affects children's physical and mental health and values，but also to mislead the parents of consumer attitudes，parents do not know how to guide children.

In this study，the research object of children's advertising，the research topics include two aspects： on the one hand，from the perspective of the theory of children's advertising ethics，the formation of the advertising ethics with children's characteristics，on the other hand，from the reality of children's advertising，to examine the status of children's advertising，and put forward suggestions for improving children's advertising and advertising literacy education.Based on the above considerations，the research approach of this study highlights the two aspects of the study，the full text of the paper is divided into two major parts.

In the first part，the research focuses on the theoretical construction of children's advertising ethics，from the perspective of children's view of education，virtue ethics，justice and caring ethics.Children's advertising ethics can be considered from four aspects： the true level of children's advertising，the equality of children's advertising，the care level of children's advertising and the growth of children's advertising.

The researcher further analyzed the connotation of this aspect，and established forty-three observation variables，such as the real and the children's advertising intention，as the index of the four variables.At this point，this paper constructs forty-three ethical aspects of the four observation variables，the children's advertising ethics analysis framework.

In the second part，the research is based on the analysis of the children's advertising ethics.The children's advertising samples are collected and analyzed，and the data are analyzed.

The results show that there are many false advertising in children's advertising，such as the phenomenon of false advertising，the economic and urban inequality and gender discrimination.Children's life style is alienated，adult behavior，language and dress are not real.Children's advertising is concerned，adult and children are concerned；In children's advertising，the focus on the growth is less，children's initiative and autonomy in advertising，individual differences are not obvious； in the overall development of children，children's advertising is mainly concerned about the development of children's physical health and interpersonal communication，the development of other areas less involved.

In order to simplify the analysis framework of children's advertising ethics，and strengthen the explanatory power of the analysis framework，the collected data were verified by confirmatory factor analysis.After the model revision，the final framework of the children's advertising ethics analysis was formed.The framework has four latent variables and nineteen observation variables.The four latent variables are true，equality，care and growth，respectively，corresponding to three real observation variables，such as the intention of the real，and five other variables，such as non discrimination，care，and so on.The five observation variables，such as observation variables，and children's standard and so on.The results of confirmatory factor analysis show that the observation variables are mainly related to the model，which is the key to children's advertising.

This study draws the conclusion that Children's advertising content and dissemination of the lack of awareness of children，and that caring in children's advertising around the two person model”，and that educational ideas and behaviors in children's advertisements are not correct.Therefore，the ethics problem of children's advertising is not only a problem of advertising ethics，but also a problem of children.

Finally，according to the research results，the researcher puts forward suggestions for parents，teachers and advertisers.Parents can use the framework to help children to discriminate and understand advertising.Teachers can use children's advertising to carry out moral education.Advertisers should assume their social responsibility，to analyze the framework as the basic guidance，and constantly improve the ethical standards of children's advertising.