互联网广告的伦理与规制研究

发布时间：2019-01-24 10:37

【摘要】：随着媒介环境的发展,互联网广告的规模达到一个空前的巅峰,成为了当下广告活动最主要表现形式。2017年,我国互联网广告业也将正式步入第二十年头,它所取得的非凡经济成就固然可喜,然而体量急剧膨胀所带来的问题也十分显著突出。竞价排名与医疗广告不规范的结合招致的社会热议、网络隐私安全无法保障、强制性广告对安宁生活的侵扰等等,无一不在时刻提醒我们脱离了法律监管与道德要求互联网广告业正在歧途上越走越远。广告作为一种经济行为,对国民的日常生活乃至国家的建设与发展有着深远的影响,任何经济行为,都离不开伦理规范的制约和监督。现有的广告伦理和法制的规范存在了一定程度上的滞后,广告实务操作中的伦理失范也因此层出不穷,因此,有必要对广告伦理的延伸展开讨论,使理论能够与实务达到最大程度的适应。本文拟从伦理与规制两方面展开分析,从不道德行为现象入手,将其进行类别的划分和寻求原因。以及对我国互联网广告法制建设做一个梳理,讨论各个时期的补益与不足。全文共分为五个部分,绪论部分介绍研究的背景、意义和方法;第一章是对我国互联网广告产业发展的一个梳理,有助于我们认识互联网广告发展的轨迹和特性;第二章就互联网广告的伦理失范现象展开讨论,并分析原因;第三章梳理了我国关于互联网广告立法与监管的发展历程,并就互联网立法做一个展望;第四章在前文基础上,针对互联网广告的伦理特征和法治现状提出几点建议和对策,冀能抛砖引玉,为我国互联网广告事业略尽绵薄。
[Abstract]:With the development of media environment, the scale of Internet advertising has reached an unprecedented peak, which has become the most important form of advertising activities. 2017, China's Internet advertising industry will also officially enter its twentieth year. Its remarkable economic achievements are welcome, but the problems caused by the rapid expansion of body mass are striking. The social debate caused by the irregular combination of bidding ranking and medical advertisements, the inability to guarantee the security of network privacy, the interference of compulsory advertisements on peaceful life, and so on. All are reminders that the Internet advertising industry is going further and further away from legal regulation and ethical requirements. Advertising, as an economic behavior, has a profound influence on the daily life of the people and even the construction and development of the country. Any economic behavior can not be separated from the restriction and supervision of ethical norms. The existing norms of advertising ethics and legal system lag behind to a certain extent, and the ethical anomie in the practice of advertising also emerges one after another. Therefore, it is necessary to discuss the extension of advertising ethics. So that the theory and practice to the maximum extent of adaptation. This paper analyzes from the two aspects of ethics and regulation, starting with the phenomenon of immoral behavior, classifying it into categories and seeking the reasons. As well as to our country Internet advertisement legal system construction makes a comb, discusses each period's benefit and the insufficiency. The paper is divided into five parts, the introduction part introduces the background, significance and methods of the research, the first chapter is a combing of the development of China's Internet advertising industry, which helps us to understand the track and characteristics of the development of Internet advertising; The second chapter discusses the ethical anomie of Internet advertising and analyzes the reasons, the third chapter combs the development course of Internet advertising legislation and supervision in China, and makes a prospect on Internet legislation. The fourth chapter, on the basis of the above, puts forward some suggestions and countermeasures in view of the ethical characteristics of Internet advertising and the current situation of the rule of law, in order to be able to draw a brick for the cause of Internet advertising in China.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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