扬州市酒类广告监管现状及对策研究

发布时间：2018-04-04 22:29

本文选题：酒类广告　切入点：监管　出处：《扬州大学》2015年硕士论文

【摘要】：在广告产业飞速发展的时代,各式各样的酒类广告也越来越受到人们的关注。酒类广告在传递信息、刺激消费、增加销售、促进竞争、开拓市场等方面发挥着重要作用。但随着酒类广告种类和数量的不断增长,各种虚假、夸大、误导消费的酒类广告屡禁不止。这些虚假和违法广告严重扰乱了酒类广告市场正常的竞争秩序,损害了其他商家和消费者的合法权益,人们对加强广告业监管的愿望也日益迫切。论文运用了文献研究法、比较研究法和实地调查法等研究方法,对酒类广告监管问题展开研究,希望能够为政府规范酒类广告市场秩序、保护消费者合法权益等提供相关的建议和参考。在分析广告监管问题时以信息不对称、公共利益理论、管制政策为理论基础,论证政府加强酒类广告监管的必要性,为论文的研究提供理论依据。论文主要通过研究扬州市酒类广告监管的现状,分析存在的问题及原因,从而提出加强酒类广告监管的对策和建议,期望能为扬州市的酒类广告监管工作提供一些参考。首先从扬州市酒类广告监管现状出发,介绍了扬州市酒类广告监管己取得的成效,同时指出了酒类广告在监管过程中存在的问题。接着,分析、探求问题背后的深层次原因,指出法规政策制定不合理、经济利益动机影响、文化宣传引导不够、忽视社会责任体系建设是主要原因,从政策、经济、文化、社会等多角度阐述政府广告监管难点。最后,在借鉴广告监管相关领域已有成果的基础上,提出关于完善酒类广告监管的对策,建议通过强化政府监管效能、加强政府监管力度、引导行业发挥自律和推动完善社会监管责任体系构建等途径加强政府对酒类广告的监管。论文认为酒类广告监管问题,单独地依靠加大行政执法强度和力度来解决是不够的,必须建立对广告违法活动的预警机制和事前引导,同时政府应推动广告行业自律建设,发挥社会监督的作用,才能适应广告监管的新需要。
[Abstract]:In the era of rapid development of advertising industry, all kinds of alcohol advertising has been paid more and more attention.Alcohol advertising plays an important role in transmitting information, stimulating consumption, increasing sales, promoting competition and opening up markets.However, with the increasing of the types and quantity of alcohol advertisements, various kinds of false, exaggerated, misleading alcohol advertisements are prohibited.These false and illegal advertisements have seriously disturbed the normal competition order of the alcohol advertising market, damaged the legitimate rights and interests of other businesses and consumers, and people's desire to strengthen the supervision of the advertising industry is increasingly urgent.This paper uses the methods of literature research, comparative research and field investigation to study the regulation of alcohol advertising, hoping to standardize the order of alcohol advertising market for the government.To protect the legitimate rights and interests of consumers to provide relevant advice and reference.On the basis of information asymmetry, public interest theory and regulation policy, this paper demonstrates the necessity for government to strengthen the regulation of alcohol advertising, and provides the theoretical basis for the research of this paper.By studying the current situation of alcohol advertising supervision in Yangzhou, this paper analyzes the existing problems and causes, and puts forward the countermeasures and suggestions to strengthen the alcohol advertising supervision, hoping to provide some references for the regulation of alcohol advertising in Yangzhou City.Based on the present situation of alcohol advertisement supervision in Yangzhou, the paper introduces the effect of alcohol advertisement supervision in Yangzhou city, and points out the problems existing in the process of alcohol advertisement supervision.Then, it analyzes and explores the deep-seated reasons behind the problem, and points out that the main reasons are the unreasonable formulation of laws and regulations, the influence of economic interest motivation, the insufficient guidance of cultural propaganda, and the neglect of the construction of social responsibility system, including policy, economy and culture.The society and so on many angles elaborated the government advertisement supervision difficulty.Finally, on the basis of drawing lessons from the existing achievements in the field of advertising supervision, the paper puts forward some countermeasures to improve the regulation of alcohol advertising, and suggests that the government should strengthen the effectiveness of government supervision and strengthen the intensity of government supervision.To guide the industry to exert self-discipline and promote the construction of social supervision responsibility system to strengthen the government regulation of alcohol advertising.The paper thinks that it is not enough to solve the problem of alcohol advertising supervision by increasing the intensity and intensity of administrative law enforcement alone. It is necessary to establish an early warning mechanism and prior guidance to advertising illegal activities, and at the same time, the government should promote the self-discipline construction of advertising industry.Only by giving play to the role of social supervision can we adapt to the new needs of advertising supervision.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.82

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