广告伦理失范及其伦理治理研究

发布时间：2018-06-17 21:39

本文选题：广告伦理 + 广告伦理失范　；参考：《长沙理工大学》2014年硕士论文

【摘要】：我国现代广告起步于改革开放的八十年代初期,在市场经济大发展的三十年间,广告也展现出其极强的活力。然而我国现代广告起步较晚,发展较快、法制配套相对滞后,也引发了一些广告伦理失范现象。这些现象不仅是单个广告成品的制作粗糙、价值混乱,更折射出广告制作与传播过程中的道德折损,打破行业应有的道德规则,一切向经济利益看齐,不利于广告行业持久健康的发展。本文以商业广告为主要的研究对象(以下统称作广告),从广告伦理失范的现象入手,将伦理失范性广告进行了不同视角的解读。立足于独立成品广告,以广告信息的真实性为标准判断其是否合乎道德,广告信息真实性的判断中要考虑到广告表达的艺术性干扰、广告传播依托的拟态环境对信息真实性的消解、以及特殊产品信息缺失对消费者解读的干扰,以尊重广告表达,确保消费者利益为判定广告失范与否的主要准则；广告传播价值误导主要反映的是广告单向监督与审查不利,使得价值误导性广告得以播出,这反映出广告审查过程中的利益捆绑以及包庇问题；广告投放中的操纵与强制,主要分析了广告大肆投放对节目的肢解,干扰消费者正常接受信息,以及行业不正当竞争。通过对商业广告伦理失范现象的分析,本文最后还提出了改善广告伦理失范的治理策略,如建立有消费者参与、多渠道共存的广告信息反馈监督机制,引导消费者发声,让消费者既做广告的阅读者,又做广告的评审员,改变广告信息的单向性流动,通过完善广告监督机制,促使广告行业自我优化的实现。
[Abstract]:China's modern advertising started in the early eighties of reform and opening up, in the 30 years of the development of market economy, advertising also showed its strong vitality. However, China's modern advertising started relatively late, developed rapidly, and the legal system lagged behind, which also led to some phenomena of abnormal advertising ethics. These phenomena are not only the rough production of individual advertising products, the confusion of value, but also reflect the moral loss in the process of advertising production and dissemination, break the moral rules of the industry, and everything is in line with the economic benefits. It is unfavorable to the lasting and healthy development of the advertising industry. In this paper, commercial advertising as the main research object (hereinafter referred to as advertising, starting from the phenomenon of ethical anomie of advertising, ethical anomie advertising for different angles of interpretation. Based on the independent product advertisement, judging whether the advertising information is moral or not by the criterion of the authenticity of the advertisement information, the artistic interference of the advertisement expression should be taken into account in the judgment of the authenticity of the advertisement information. Advertising communication depends on the pseudo environment of information authenticity resolution, as well as the lack of information in special products to the consumer interpretation interference, to respect the expression of advertising, to ensure the interests of consumers as the main criteria for judging whether advertising is out of order or not; The misdirection of advertising value mainly reflects the disadvantage of one-way supervision and censorship, which makes the value misleading advertisement broadcast, which reflects the problem of interest bundling and shielding in the process of advertising review, the manipulation and compulsion in advertising. This paper mainly analyzes the dismemberment of programs by advertising, interference with consumers' normal acceptance of information, and unfair competition in the industry. Based on the analysis of the phenomenon of commercial advertising ethics anomie, this paper finally puts forward the management strategies to improve the advertising ethics anomie, such as establishing a supervision mechanism of advertising information feedback and supervision with the participation of consumers and coexistence of multiple channels, so as to guide consumers to speak out. Let the consumer not only make the reader of the advertisement, but also the judge of the advertisement, change the unidirectional flow of the advertising information, through perfecting the advertising supervision mechanism, promote the realization of self-optimization of the advertising industry.
【学位授予单位】：长沙理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8;B82-05

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