论中国商业广告文化失范及其治理

发布时间：2019-03-17 15:56

【摘要】：随着广告在社会生活中的迅猛扩张,现代商业广告的影响已远远溢出其商业范围,显示出一种强大的文化影响及文化再生能力,在潜移默化中不断改变受众文化观念,引导社会生活方式变革。与此同时,欺骗与误导消费者、恶意利用受众感官本能欲望,扭曲特殊群体形象等广告文化失范现象也逐渐进入公众视野。此类广告的滋生蔓延,不仅在不断消解广告业的“创新”意识,同时将极大弱化民族的思考力和对腐朽文化侵袭的警惕性,严重消解甚至颠覆社会主义核心价值观,因此必须加以严肃治理。本文遵循发现问题、分析问题、解决问题的思路,主要围绕以下三部分进行讨论和研究。首先,在前人研究基础上对“广告文化失范”意涵加以界定,同时基于广告文化批判视角,将具有代表性的广告文化失范现象重新分类界定,并阐述其社会危害,进而提出治理的必要性。第二,对广告文化失范现象出现的社会原因与治理困境进行多角度分析,认为失范广告频现的缘由有社会文化流变,广告产业自身发展存在的内在矛盾,相关法律法规体系法律效力较低,广告监管主体之间缺乏良性互动等因素相互作用而成。第三,引入相关的公共治理理念,针对广告文化失范现象的深层原因,提出公共管理项下的治理广告文化失范的途径和办法,包括整体性思维下对我国文化互动建设的思考,以及基于“强国家一强社会”关系,提出广告行业多元复合治理模式的构想。并在其中重点探讨了,新法律地位下的广告行业协会组织功能重建,与社会群体组织化互动监督等合理路径,来提高广告监管体系效能,以期更好地遏制广告文化失范现象,为广告行业的健康发展做出理论上的支撑。
[Abstract]:With the rapid expansion of advertising in social life, the impact of modern commercial advertising has far overflowed its commercial scope, showing a strong cultural influence and cultural regeneration ability, and constantly changing the audience's cultural concept in the process of imperceptibility. To guide the transformation of the social way of life. At the same time, deceiving and misleading consumers, maliciously using the audience's sensual instinctive desire, distorting the image of special groups of advertising culture has gradually entered the public field of view. The breeding and spreading of such advertisements is not only continuously dispelling the "innovation" consciousness of the advertising industry, but also greatly weakening the nation's thinking power and vigilance against the invasion of decadent culture, and seriously dispelling or even subverting the core values of socialism. There is therefore a need for serious governance. This paper follows the ideas of finding problems, analyzing problems and solving problems, mainly focusing on the following three parts of discussion and research. First of all, on the basis of previous studies, the meaning of "advertising culture derangement" is defined. At the same time, based on the critical perspective of advertising culture, the representative phenomenon of advertising cultural derangement is reclassified and defined, and its social harm is expounded. And then put forward the necessity of governance. Secondly, this paper analyzes the social causes and governance difficulties of the phenomenon of abnormal advertising culture from many angles, and points out that the reasons for the frequent occurrence of out-of-standard advertising are social and cultural changes, and the inherent contradictions existing in the development of the advertising industry itself. The relative laws and regulations system has low legal effect, and there is no good interaction between the main body of advertising supervision. Third, the introduction of the relevant public governance concept, aiming at the underlying causes of the phenomenon of advertising culture derangement, put forward the ways and methods of managing advertising cultural derangement under the item of public administration, including the reflection on the construction of cultural interaction in our country under the holistic thinking. On the basis of the relationship of "strong country and strong society", this paper puts forward the conception of multiple and compound governance model of advertising industry. In order to improve the effectiveness of the advertising supervision system, the author mainly discusses the reconstruction of the organizational function of the advertising industry association under the new legal status, and the interactive supervision with the social groups to improve the effectiveness of the advertising supervision system, in order to better curb the phenomenon of advertising culture derangement. For the healthy development of the advertising industry to make theoretical support.
【学位授予单位】：华东政法大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J524.3

【相似文献】