我国恐惧广告伦理问题及对策研究

发布时间：2018-06-17 20:44

本文选题：恐惧广告 + 广告伦理　；参考：《山西大学》2016年硕士论文

【摘要】：伴随着改革的春风,我国广告业进入了快速发展期,受众的生活方式和消费方式的变化,使得广告的诉求方式日渐多样化,广告创意层出不穷,更加注重对受众心理和情绪的把控。恐惧广告作为广告重要的创意表现形式之一,越来越得到广告行业主体的认可和青睐。恐惧广告凭借其强烈的震撼性、奇异性,与受众追求个性化、趋利避害的心理相结合,最大程度的刺激了受众的感官神经,迸发了广告营销的新形式,掀起了消费的新热情。但是,恐惧广告在传播信息,促使受众态度和行为发生改变的同时,也带来了诸多社会伦理问题,如给公众生活产生不良影响、给青少年和特殊群体带来负面影响、异化消费行为、消解社会诚信,降低审美趣味等,这些伦理问题具体表现为恐惧广告的主题和表现方式的伦理失范,其产生的原因既有主观,也有客观。如广告主体经济效益凌驾于社会效益之上、转型期社会价值观的变化、行业内部发展机制不完善等等。目前我国对恐惧广告的研究还不是很广泛,因此对恐惧广告伦理问题的研究颇为必要。本文运用文本分析和内容分析研究方法,在广告伦理的基本框架下审视当前"恐惧广告"中的种种伦理缺失现象,从学理上界定恐惧广告与恐惧广告伦理,归纳出其特点、分类和伦理失范的表现形式,最后本文针对性的提出加强恐惧广告设计、语言的伦理规范、完善恐惧广告伦理道德体系、加强广告行业自律、健全广告监督管理体系四个策略,以期借此来规范恐惧广告的创作与运用,对今后的恐惧广告创意、策划起到参考作用,达到一定的学术研究价值。
[Abstract]:With the spring wind of reform, China's advertising industry has entered a period of rapid development, the audience's way of life and consumption style changes, making the advertising appeal way increasingly diversified, advertising creative emerge in endlessly. Pay more attention to the psychological and emotional control of the audience. As one of the important creative forms of advertising, fear advertising is more and more recognized and favored by the advertising industry. Because of its strong shock, strange heterogeneity, combining with the psychology of the audience pursuing individuation, seeking advantages and avoiding disadvantages, fear advertisement stimulates the sensual nerve of the audience to the greatest extent, burst out the new form of advertising marketing and set off the new enthusiasm of consumption. However, while spreading information and promoting changes in the attitudes and behaviors of the audience, fear advertising also brings many social and ethical issues, such as negative impact on public life, negative impact on adolescents and special groups. Dissimilation of consumption behavior, dissolving social integrity and lowering aesthetic taste, these ethical problems are concretely manifested in the ethical anomie of the theme of fear advertising and the way of expression, which are caused by both subjective and objective reasons. For example, the economic benefits of advertising subjects are superior to social benefits, the changes of social values in the transition period, the imperfect development mechanism within the industry and so on. At present, the research on fear advertising in China is not very extensive, so it is necessary to study the ethics of fear advertising. In this paper, we use the methods of text analysis and content analysis to examine the current "fear advertising" in the basic framework of advertising ethics, define fear advertising and fear advertising ethics, and summarize its characteristics. Finally, this paper proposes four strategies to strengthen the design of fear advertising, the ethical norms of language, improve the ethical and moral system of fear advertising, strengthen the self-discipline of advertising industry, and improve the system of advertising supervision and management. In order to standardize the creation and application of fear advertising, it can serve as a reference for the creativity and planning of fear advertising in the future, and achieve a certain academic research value.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

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