Abstract:

Moral connotation can be diverse and ambiguous. Through empirical investigation, according to the answer from college students on the difference emphasis point and stay point of moral connotation, positive discussions can be summarized as "Seven Theories":patriotic and political theory, traditional virtues theory, legal theory, spiritual theory, bottom line theory, self-love theory and environment theory. The last two theories are constructive and forward-looking. It shows the diversity and complexity of the ethical implications from the side by some opposite discourse such as morality is a fake. This study provides us new practical and theoretical perspective to understand today's moral phenomenon.

Key words: moral connotation, diversity, ambiguity, empirical studies