广告效应与道德的统一性

发布时间：2018-04-11 18:02

本文选题：广告 + 广告效应　；参考：《湖南师范大学》2009年硕士论文

【摘要】： 在物欲横流、消费主义盛行的浮躁都市时代里,为达到产品促销而获利的目的,铺天盖地的广告如同潮水般来势汹涌地席卷着平民百姓的日常生活。而一些不道德广告也趁机吞噬着民众的灵魂。如欺骗、欺诈广告使不少消费者蒙受物质上的损失与精神上的折磨;一些低级趣味、内涵变态的广告驱使着快节奏都市生活中身心疲惫的部分民众日益堕落、颓废;而更让人忍无可忍的是:一些性暗示、性诱惑等不道德广告借助“艺术需要”之名,搭上色情之贼船,披上艺术之袈裟,肆无忌惮、堂而皇之地在公众荧屏上公然“叫春”,根本无视不具备完全是非判断能力的儿童及未成年人的存在。鉴于以上种种情况,笔者不敢言“先天下之忧而忧,后天下之乐而乐”,但至少是忧心忡忡!作为一名艺术研究生,本人深感有责任和义务在此课题上多做探讨并以身作则。故此,本文开门见山地引出我国广告出现的道德问题,并举例分析了我国广告普遍容易出现的道德问题,从道德角度对受众造成物质与精神上的伤害做了一定分析并深究其因。尔后,通过回顾或列举实例将追求广告效应的诸多构成要素与道德的部分构成要素联系起来找到其中的汇合点,由此证明广告效应与道德是一个相辅相成的统一体。最后,本人提出了解决这一问题的个人意见与措施,呼吁广大广告从业人员及广告活动参与者提高行业自律意识,同时加强行业道德建设,使广告行业沿着规范、合法、健康、良好可持续发展的道路发展。
[Abstract]:In the materialistic consumerism, impetuous urban era, and to achieve the purpose of marketing profit products, most of the advertising is raging like a tidal wave swept through the people's daily life. And some immoral advertising devouring the soul of the people. Such as fraud, fraudulent advertising makes many consumers suffer a loss of material and spirit the torture; some vulgar connotation, abnormal driving some advertising people increasingly corrupt, exhausted and fast-paced urban life and more decadent; intolerable is that some hints, the temptation of immoral advertising by means of "art" in the name of a pirate ship on pornography, Phi on the art of the cassock, unscrupulous, stately in public on the screen "caterwaul", openly ignored completely does not have the ability to judge right and wrong are children and minors in. In these circumstances, I dare not say "first and worry about the world, after the world music, but at least heavy-hearted! As an arts graduate, I deeply have the responsibility and obligation for more discussion on this topic and set a good example. Therefore, this article frankly leads to moral issues of our advertising for example, and analyzes the moral issues of China's advertising is generally easy to appear, caused by the material and spiritual harm to do some analysis and look for the reason of the audience from the moral point of view. Then, through the review or examples will pursue the advertisement effect of many elements and the moral part of the components are linked to find the the confluence, which proves that the advertising effect and morality is a complementary unity. Finally, I put forward personal opinions and measures to solve this problem, called on the majority of advertising professionals and wide Inform participants to improve their sense of industry self-discipline, and strengthen the construction of industry ethics so as to make the advertising industry develop along a standardized, lawful, healthy and sustainable way.

【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：B82-05;F713.8

【相似文献】