名人广告伦理问题及其对策研究

发布时间：2018-03-20 02:38

本文选题：名人广告　切入点：伦理问题　出处：《新疆师范大学》2010年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,市场经济的快速发展加快了新产品的研发和更新换代,企业和产品普遍的同质化导致市场竞争加剧,也促成了广告业的迅猛发展。激烈的市场竞争下,商家便不惜出重金聘请名人代言来大打广告战,试图通过名人与广告的契合来消除消费者与广告的心理壁垒,最终实现销售。但在这场愈演愈烈的名人广告大战中,名人广告这把有力武器频频暴露出它的严重弊端,严重损害了他人和社会的利益,影响社会主义道德建设。与此同时,名人广告伦理问题逐渐成为社会的热点被关注起来。本文立足于我国名人广告出现的诸种伦理问题进行逐层梳理、归纳、分析,以寻求更好的解决对策。本文共分四章,其主要内容如下: 第一章简要阐述了研究意义、国内外研究现状和研究内容等。第二章为从现实入手,界定了名人广告伦理问题的相关概念,归纳了名人广告应用中存在的种种伦理问题。问题的表现是从五个方出现面展现的:即虚假、不良价值导向、性别歧视、滋生分配不公、降低政府和媒体公信力。第三章、第四章结合理论和现实,分析名人广告出现伦理问题的主客观原因并据此探讨解决名人广告伦理问题的对策。针对名人广告出现的种种问题,本研究进行了较为深入的分析,认为相关法律制度缺位、社会监督力度不够、性别观念陈规定性、业内伦理意识淡漠、受众自身意识薄弱是造成名人广告出现伦理问题的主要原因。为进一步规范名人广告活动,本文提出了出台名人广告道德规范;完善相关法律法规;健全社会监管机制;强化性别平等观念;塑造主体道德人格;加强广告受众教育等治理对策,以期名人广告在正确的观念引导下健康有序的发展。通过分析,认为只有从根本上端正名人广告主体的道德观念,加强他们的职业道德素养;同时要加强政府部门的工作力度,还有消费者自身要多多学习相关知识以增强对真假良恶的辨识能力、强化维权意识,才能使名人广告回归诚信、公平、文明健康、艺术即真、善、美的发展轨道上来。
[Abstract]:Since the reform and opening up, the rapid development of the market economy has accelerated the research and development and upgrading of new products. The common homogeneity between enterprises and products has led to the intensification of market competition, and has also contributed to the rapid development of the advertising industry. Businesses will pay a lot of money to hire celebrity endorsements to fight the advertising war, trying to eliminate the psychological barriers between consumers and advertisements through the combination of celebrity and advertising, and finally achieve sales. But in this increasingly fierce celebrity advertising war, Celebrity advertisement, as a powerful weapon, frequently exposes its serious disadvantages, seriously damages the interests of others and society, and affects the construction of socialist morality. At the same time, the ethical issue of celebrity advertising has gradually become a hot spot in the society. This paper is based on the ethical problems of celebrity advertising in China to sort out, summarize, analyze, and seek better solutions. This paper is divided into four chapters, the main contents are as follows:. The first chapter briefly describes the significance of the research, domestic and foreign research status and research content. The second chapter is from the reality, defines the celebrity advertisement ethics question related concept, has summarized the celebrity advertisement the existence each kind of ethics question. Gender discrimination breeds unfair distribution and reduces the credibility of the government and the media. Chapter three, Chapter 4th, combining theory and reality, analyzes the subjective and objective reasons of the ethical problems in celebrity advertising and discusses the countermeasures to solve the ethical problems in celebrity advertising. This research has carried on the comparatively thorough analysis, thinks the related legal system is absent, the social supervision is insufficient, the gender concept is stereotyped, the profession ethics consciousness is indifferent, The weak consciousness of the audience is the main cause of the ethical problems in celebrity advertising. In order to further standardize celebrity advertising activities, this paper puts forward the introduction of celebrity advertising moral norms, the improvement of relevant laws and regulations, the improvement of social supervision mechanism; Strengthen the concept of gender equality, mold the subject moral personality, strengthen the advertising audience education and other governance countermeasures, in the hope of celebrity advertising under the correct concept of healthy and orderly development. Through analysis, it is believed that only by fundamentally rectifying the moral concepts of celebrity advertising subjects and strengthening their professional ethics literacy; at the same time, we should strengthen the work of government departments. Moreover, consumers themselves should learn more relevant knowledge in order to enhance the ability to identify the true, false, good and evil, and strengthen the awareness of safeguarding rights, in order to make celebrity advertisements return to the track of development of honesty, fairness, civilization and health, art is true, good and beautiful.
【学位授予单位】：新疆师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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