虚假广告：显微镜下的病相报告

发布时间：2018-01-22 00:00

本文关键词： 虚假广告经济利益广告主消费者　出处：《陕西师范大学》2008年硕士论文　论文类型：学位论文

【摘要】： 当下,在我们的现实生活中,充斥着大量的虚假广告。其表现形式多样、出现领域繁多,尤其体现在药品、保健医疗,化妆品,农资,美容整形等行业。骗人的招数越来越多,损害社会的程度越来越大。虚假广告给人们、给社会带来的危害已不容忽视。虚假广告的猖獗与泛滥,不仅给消费者造成了经济上的损失,同时使大众对广告、媒体及政府产生了不信任。作为广告市场的主体,广告主和媒体没有很好地完全承担起监督、管理广告的任务,更有甚者,在经济利益的诱惑下,首先选择了金钱,丢弃了职业道德,丢弃了社会利益,置大众利益于不顾。目前,我国的《广告法》、《反不正当竞争法》、《消费者保护协议法》等都有治理、惩处虚假广告,维护大众利益,保护消费者正当权益的条款。国家也在不断加大力度广泛实施各项措施,决心肃清广告行业混乱的局面。但由于我国现行法律、法规的疏漏,一些谙熟法律法规和政府政策的广告从业人员,就开始钻法律的空子,玩擦边球,加之少数政府工作人员又执法不严、风气不正,监管不力,虚假广告泛滥成为客观现实。与此同时,普通消费者由于缺乏对商品质量鉴别的能力,在权益受到侵害时,表现出自我保护意识的薄弱,给虚假广告的屡禁不止提供了土壤和环境。治理虚假广告,整肃广告行业的作风,整顿广告行业的秩序成为当务之急。本研究从虚假广告的产生、表现形式、以及虚假广告对社会造成的危害性,做了一个完整地分析和综述,并配以具体的案例,揭示传播原理是如何隐藏、运用在虚假广告中,畸形地发挥它的传播功能和作用,从而俘虏受众,愚弄受众,使之在无意识状态下接受广告的消费设计,文化传递,具有一定的现实意义。同时,在收集、阅读大量的资料前提下,梳理出一些广告业发达的国家在治理虚假广告方面的成功经验和可行措施,供我国治理虚假广告参考。面对虚假广告的现实,不同层面、不同利益主体的把关人,广告主,广告代理商,媒体,政府应当如何有效的遏制虚假广告,减少它对社会的危害,使这把双刃剑趋利避害,是本研究的目的所在。本文从广告入题,简单概述广告的定义及对社会的功能性作用,以突出对比虚假广告的虚假性及对社会的危害性,由此剖析虚假广告形成的现实原因,以及虚假的种种劣行。通过对国外遏制虚假广告法律、法规的介绍,对比我国政府对虚假广告的治理措施和惩处办法,对虚假广告做一个全面的解读,本文还结合我国现行法律、法规,针对我国广告行业的薄弱环节,提出一些有实践意义,可行性强的建议,期望达到引以为鉴的目的,以探寻适合我国的针对虚假广告的处罚措施和政策法规。
[Abstract]:At present, in our real life, full of a large number of false advertising. Its performance is diverse, there are many fields, especially in medicine, health care, cosmetics, agricultural materials. Cosmetic plastic surgery and other industries. More and more deceptive measures, the extent of damage to society is increasing. False advertising to people, the harm to the society can not be ignored. The rampant and flooding of false advertising not only causes economic losses to consumers, but also makes the public distrust of advertising, the media and the government. It is the main body of advertising market. Advertisers and the media have not been fully responsible for supervision, management of advertising tasks, what is more, under the temptation of economic interests, the first choice of money, abandoned professional ethics, abandoned the interests of society. Ignore the public interest. At present, China's "advertising law", "anti-unfair competition law", "consumer protection agreement law" and so on have the control, the punishment false advertisement, safeguard the public interest. Protection of the legitimate rights and interests of consumers. The state is also continuously increasing efforts to implement a wide range of measures, determined to clean up the confusion of the advertising industry. But due to the current laws and regulations of our country, the omissions. Some advertising professionals who are familiar with laws and regulations and government policies have begun to exploit the legal gap and play with the ball. In addition, a small number of government workers are not strict in enforcing the law, the atmosphere is not correct, and supervision is weak. The flood of false advertising has become an objective reality. At the same time, the ordinary consumers because of the lack of the ability to identify the quality of goods, when the rights and interests are infringed, the performance of self-protection consciousness is weak. The repeated prohibition of false advertising not only provides the soil and environment. To control false advertising, purge the style of advertising industry, and rectify the order of advertising industry has become a top priority. This study from the generation of false advertising, the form of expression. As well as the harm caused by false advertising to the society, this paper makes a complete analysis and summary, and with specific cases, reveals how the principle of communication is hidden and used in false advertising. Deformed play its dissemination function and function, thus capture the audience, fool the audience, make it accept the advertisement consumption design, culture transmission in the unconscious state, have certain realistic meaning at the same time, collect. On the premise of reading a large number of materials, combing out the successful experience and feasible measures in the management of false advertising in some developed countries in advertising industry, for our country to control false advertising reference. Face the reality of false advertising. Different levels, different stakeholders, advertisers, advertising agencies, the media, the government should effectively curb false advertising, reduce its harm to society, so that this double-edged sword to avoid harm. It is the purpose of this study. This paper briefly summarizes the definition of advertising and its function to the society from the perspective of advertising, in order to highlight the falsehood of false advertising and its harmfulness to society, and analyze the realistic reasons for the formation of false advertisements. Through the introduction of foreign laws and regulations to curb false advertising, compared with our government on false advertising governance measures and penalties, to make a comprehensive interpretation of false advertising. This article also combines the current laws and regulations of our country, in view of the weak link of our advertising industry, puts forward some practical and feasible suggestions, in order to achieve the purpose of learning from the experience. In order to explore suitable for our country against false advertising penalties and policies and regulations.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.82;F203

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