恶俗广告长盛不衰的原因分析.doc

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摘要:随着市场经济的发展,广告作为一种促销手段已经越来越受广告主的青睐,形形色色的广告每天都充斥在我们的生活中。一些优秀的广告在促进产品销售的同时也给消费者带来极大的便利;然而,有大量恶俗广告充斥在我们生活中,给社会文化带来很大的负面影响。本文对恶俗广告的概念、表现形式、危害、形成原因及如何避免进行了探讨,以揭示恶俗广告现象的本质,最后就遏制恶俗广告提出一些措施和建议,减少和避免恶俗广告的出现。

关键字:恶俗广告   经营者  广告创意人员  媒介  社会大众  政府

 

Abstract: As the development of market economy, Advertising and information dissemination as a means of promotion is receiving increasing attention and application of business, celebrity ads more advertisers who are of all ages. All sorts of advertisements are full of our everyday life. When some excellent ads promote our products, they also brought huge advantage to consumer; however, there are a good deal of rule advertising congest our life,So that bring the great negative impact to social culture. In this paper, the performance of the idea of advertising rules form, harm, the forming reason and discusses how to avoid to reveal the nature of the nasty advertising phenomenon. Finally it puts forward some measures to curb rule advertising and Suggestions, reduce and avoid the appearance of nasty ads.

Keywords: Rule Advertising;; Operators: Advertising creative personne: Media: Public: The government

 

恶俗广告泛滥,究其原因,广告主受利益驱动,唯利是图;媒介有令不行、有禁不止,没有尽到事前审查和事后检查的义务;消费者缺乏维权意识;产品经营者一味的追求利益而忽视社会大众意识;广告监管部门监督不严、打击不力等。目前,恶俗广告仍然是我国广告业蓬勃发展中的一个不和谐的因素,相信只要广告主、广告经营者、广告发布者共同努力,加上社会各界的共同关注和努力,恶俗广告总有一天能够得到遏制的,最起码能在一定程度上得到改善。

 

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