探析我国商业广告的约束机制

发布时间：2018-03-20 03:29

本文选题：商业广告　切入点：约束机制　出处：《西安工程大学》2011年硕士论文　论文类型：学位论文

【摘要】：在现实生活中，随着经济与社会的发展，广告对我们生活的影响越来越大。通常广告分为商业广告和非商业广告，而商业广告给人们的生活带来了很多的便利，有利于商品与服务的宣传和普及，使人们更快速、有效的获取商品服务信息。有些经典的商业广告不仅仅起到宣传商品的作用，同时还是有价值的艺术作品，成为社会文化的一部分。虽然商业广告给人们的生活带来了很多便利，但是，现实中存在的一些虚假广告和不符合规范的广告，传达的是不准确、不真实、不健康甚至是虚假的信息，不仅不能给人们带来便利，相反会给消费者带来经济上、心理上甚至身体上的巨大伤害，最终影响整个社会经济的发展。如何建立有效的商业广告约束机制，让商业广告在严格、切实有效的规范下运行，是一件非常重要、迫切需要解决的事情。本文旨在探析我国商业广告约束机制的创建问题。广告的约束机制主要分为国家法律约束机制和广告行业自律机制。一方面通过分析研究我国现有的广告管理体系和行业自律规范，，从道德角度出发分析广告的行业自律及社会监督问题，另一方面通过与经济发达国家的广告约束机制进行比较，分析我国现有商业广告约束机制，发掘优点。吸取西方经济发达国家的经验，对于优势部分进行肯定和坚持，改变和完善我国商业广告约束机制方面的不足，创建适合我国的商业广告约束机制。提出建立起覆盖全面、法律监管与行政监督相互配合的广告法律法规体系，来对商业广告进行约束，建立起真正有效的商业广告行业自律组织。改变商业广告的行业自律徒有虚名的状态，完善商业广告的监管措施，重视社会各方面对广告业的监督，通过伦理强化的自律约束，以呼唤社会道德、诚信体系的建设，真正建立起一个法规完善、权责明确、问责有效、追究有途、监督全面、自律有效的具有中国特色的商业广告约束机制。
[Abstract]:In real life, with the development of economy and society, advertisement has more and more influence on our life. Usually advertising is divided into commercial advertisement and non-commercial advertisement, and commercial advertisement brings a lot of convenience to people's life. It is conducive to the promotion and popularization of goods and services, so that people can obtain information on goods and services more quickly and effectively. Some classic commercial advertisements not only serve to promote goods, but also valuable works of art. Become a part of social culture. Although commercial advertising has brought a lot of convenience to people's life, but in reality, some false advertisements and advertisements that do not conform to the norms are imprecise and untrue. Unhealthy or even false information, not only can not bring convenience to people, on the contrary, it will bring huge economic, psychological and even physical harm to consumers. It is a very important and urgent task to establish an effective restriction mechanism of commercial advertisement and make it run under strict, practical and effective norms. The purpose of this paper is to explore the establishment of the restriction mechanism of commercial advertising in China, which is mainly divided into national legal restraint mechanism and advertising industry self-discipline mechanism. On the one hand, through the analysis of the existing advertising management in China. System and industry self-regulation, On the other hand, by comparing with the advertising restraint mechanism of the developed countries, this paper analyzes the existing commercial advertising restraint mechanism in China. To explore the advantages, to absorb the experience of the western developed countries, to affirm and insist on the advantages, and to change and improve the restriction mechanism of commercial advertising in our country. It is proposed to set up a comprehensive system of advertising laws and regulations that covers all aspects and cooperate with administrative supervision to restrict commercial advertising. To set up a truly effective self-discipline organization of the commercial advertising industry, to change the self-discipline of the commercial advertising industry, to improve the supervision measures of the commercial advertisements, to attach importance to the supervision of the advertising industry by all aspects of the society, and to strengthen the self-discipline through ethical restraint. In order to call for the construction of social morality and credit system, we can really establish a binding mechanism of commercial advertising with Chinese characteristics such as perfect laws and regulations, clear power and responsibility, effective accountability, promising investigation, comprehensive supervision and effective self-discipline.
【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8

【参考文献】