广告业诚信缺失问题研究

发布时间：2018-06-06 02:26

本文选题：广告业 + 诚信　；参考：《长春理工大学》2012年硕士论文

【摘要】：广告是企业间竞争的一种极为有效地手段,时刻影响着人们的经济生活和精神生活。随着改革开放的不断深入,市场经济的发展加快了新产品的开发和产品的更新换代,广告业也得到了前所未有的发展。不可否认,广告在当今社会中的作用越来越重要,它促进了经济的发展,显著地加快了经济增长的速度。同时,广告作为一种文化现象,健康诚信的广告在给企业带来经济效益的同时,也为消费者和整个社会带来了文化效益,取得了多方共赢的效果。然而,在我国广告的发展进程中,也出现了一些破坏社会人文环境,损害他人和社会利益的广告诚信缺失现象,诚信危机尤为严重。现实生活中,由于自身素质不足和职业道德意识的薄弱,一些不法商家为了追求利润最大化,大肆宣传虚假、恶俗低劣等违法广告,欺骗误导社会公众,不仅直接损害了广大消费者的利益,也损害了广告行业的形象和声誉,给国家的经济发展和社会文化都带来了负面影响。在这种背景下,本文对当前我国广告业诚信及诚信缺失问题进行了深入的研究。论文首先对广告诚信的相关概念进行了界定,并阐述了广告诚信的重要价值；然后从我国现阶段广告业存在的问题入手,重点揭示了广告业诚信缺失的各种表现及危害,并从行政因素、成本因素和社会文化因素三个方面分析了广告业诚信缺失的原因；最后论文针对广告失信问题,从强化行政监管、树立品牌意思意识和突出思想政治教育等三个方面为提升广告业诚信品质设计了对策建议。力图为提高经济主体及广告从业人员的职业道德素质,增强消费者的法律维权意识,从根本上解决我国现阶段广告业诚信缺失问题,促进广告业的健康发展贡献绵薄之力。
[Abstract]:Advertising is an extremely effective means of inter enterprise competition, which affects people's economic life and spiritual life. With the deepening of reform and opening up, the development of the market economy has accelerated the development of new products and the renewal of products. The advertising industry has also gained unprecedented development. It is undeniable that advertising is in today's society. It is becoming more and more important. It promotes economic development and accelerates the speed of economic growth. At the same time, as a cultural phenomenon, advertising has brought economic benefits to the enterprises and also brought cultural benefits to the consumers and the whole society. In the course of development, there are also some advertisements that destroy the social and human environment and damage the interests of other people and society, and the honesty crisis is particularly serious. In real life, some illegal businessmen are illegal and bad, because of their lack of self quality and the weakness of professional moral consciousness. Deception misleads the public, not only directly damages the interests of the consumers, but also damages the image and reputation of the advertising industry, which has brought negative effects on the economic development and social culture of the country. In this context, this paper has carried out a deep study on the problem of honesty and honesty in advertising industry in China. The relevant concepts of advertising integrity are defined and the important value of advertising integrity is expounded. Then, starting with the existing problems of the present advertising industry in our country, the various manifestations and hazards of the lack of integrity in the advertising industry are revealed, and the lack of integrity in the advertising industry is analyzed from three aspects of administrative, cost and social cultural factors. In the end, in order to improve the professional moral quality of the economic subject and the advertisement practitioners, the author tries to improve the professional moral quality of the economic subject and the advertisement practitioners and strengthen the consciousness of the legal rights of the consumers from the root of the three aspects of strengthening the administrative supervision, establishing the sense of brand meaning and highlighting the ideological and political education. This is to solve the problem of lack of credibility in the advertising industry at present and contribute to the healthy development of the advertising industry.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8

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