| 广告的价值分析及社会监管探讨 |
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| 引用本文： | 叔翼健. 广告的价值分析及社会监管探讨[J]. 海南大学学报(人文社会科学版), 2004, 22(2): 196-199,202 |
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| 作者姓名： | 叔翼健 |
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| 作者单位： | 广东商学院,人文与传播学院,广东,广州,510320 |
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| 摘 要： | 市场经济条件下,广告必须具备真、善、美这些基本价值。“真”要求广告信息符合事实;“善”要求广告符合消费者及社会整体利益;“美”要求广告要充分利用艺术手法表现美。为确保广告基本价值的实现,还应加强政府监控、业内自治和社会监督批评。
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| 关 键 词： | 广告 价值 真 善 美 社会机制 |
| 文章编号： | 1004-1710(2004)02-0196-04 |
| 修稿时间： | 2004-04-19 |
An Analysis on Advertisements' value and a Probe of Theirs Supervisory Control in Society |
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| SHU Yi-jian. An Analysis on Advertisements' value and a Probe of Theirs Supervisory Control in Society[J]. Humanities & Social Sciences Journal of Hainan University, 2004, 22(2): 196-199,202 |
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| Authors: | SHU Yi-jian |
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| Abstract: | In the market economy system, the "True", the "Good" and the "Beauty" are the essential values for advertising. To be "true", advertisement information must reflect impersonal facts. To be "good", the ads should contribute to the benefits of the whole body of consumers and all sectors of society including the enterprise, the media, the ad dealers, and the government. To make an ad "beautiful", the ad dealers should make the full use of artistic techniques . In addition, supervision by the government and the general public as well as self - regulation of the advertising sector all combine to facilitate the realization of the above values of advertisements. |
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| Keywords: | ads value true good beauty social mechanism |
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