长沙市报纸媒体房地产广告的伦理审视

发布时间：2018-04-15 16:05

本文选题：长沙 + 报纸　；参考：《湖南师范大学》2010年硕士论文

【摘要】： 房地产行业从进入新世纪以来发展得异常迅速。长沙作为全国内陆的省会城市,房地产发展史相当于这个城市的发展史。伴随着房地产行业的成长历程,地产广告逐渐演化成了广告业中一个重要的行业。尤其是《潇湘晨报》、《长沙晚报》、《三湘都市报》等报纸媒体,以其为本地服务的特点和及时性、发行量大、可保存性、广告主选择性多等特点,占据着长沙房地产广告最重要的传播媒介的位置。从最初设计的粗糙到现今的精致,广告的设计水平有了很大的提升。但我们却常发现长沙的房产广告中的一些不合理的现象无法用广告学理论甚至广告法律来解释,其中伦理道德因素就是很重要的一方面。在论文的结构上,首先,对房地产广告伦理的概念作了具体描述。其次,对长沙房地产广告的外部环境和内部要素做出了相应的分析,探讨两者与房地产广告伦理之间存在的关系。接下来,本文对长沙市报纸房地产广告伦理缺失的问题做出了分析,认为存在此问题是我市房地产商、房地产广告公司、报纸媒体、消费者共同造成的,其中对经济效益的追求是根本的原因。除此之外还包括西方价值观念的冲击、房地产广告行业内部的混乱、相关法律法规的不完善以及市民伦理道德意识的薄弱。长沙报纸房地产广告伦理缺失具体表现为：虚假广告、炫耀性公告、新闻广告、女性广告、崇洋广告、名人广告、广告版面的分布等。最后,在此基础上提出了改善长沙报纸房地产广告伦理缺失的建议：加强立法和监督体系的建立、房地产行业内部人员的自我管理、提高市民道德素养。通过从伦理的角度对长沙市房地产广告行业的研究分析,希望能为我市房地产广告市场的健康发展提供理论依据。
[Abstract]:The real estate industry has developed very rapidly since entering the new century.Changsha as the capital city of the inland, the history of real estate development is equivalent to the history of the development of this city.With the growth of the real estate industry, real estate advertising has gradually evolved into an important industry in the advertising industry.In particular, the "Xiaoxiang Morning Post", "Changsha Evening News", "Sanxiang Metropolis Daily" and other newspaper media are characterized by their local service characteristics and timeliness, large circulation, preservation, and the choice of advertisers, etc.Changsha real estate advertising occupies the position of the most important media.From the original rough design to the present exquisite, advertising design has a great improvement.However, we often find that some unreasonable phenomena in real estate advertising in Changsha can not be explained by advertising theory or even advertising law, among which ethical and moral factors are very important.In the structure of the paper, firstly, the concept of real estate advertising ethics is described in detail.Secondly, the external environment and internal elements of Changsha real estate advertising are analyzed, and the relationship between them and real estate advertising ethics is discussed.Next, this paper makes an analysis of the lack of ethics in Changsha newspaper real estate advertising, and concludes that the existence of this problem is caused by real estate developers, real estate advertising companies, newspaper media and consumers.Among them, the pursuit of economic benefits is the fundamental reason.In addition, it also includes the impact of western values, the chaos within the real estate advertising industry, the imperfection of relevant laws and regulations, and the weakness of citizens' ethical and moral consciousness.The lack of ethics of Changsha newspaper's real estate advertisement includes: false advertisement, conspicuous announcement, news advertisement, female advertisement, foreign advertisement, celebrity advertisement, distribution of advertisement space and so on.Finally, the paper puts forward some suggestions to improve the lack of ethics of Changsha newspaper real estate advertising: strengthening the establishment of legislation and supervision system, self-management of the real estate staff, and improving the moral literacy of the citizens.Through the research and analysis of Changsha real estate advertising industry from the angle of ethics, this paper hopes to provide theoretical basis for the healthy development of real estate advertising market in Changsha.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F293.3;F713.8

【引证文献】