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the social & ethical aspects of advertis,the social & ethical aspects of advertising頁數(shù) 9字數(shù) 3553摘要：廣告的社會方面和倫理方面與廣告進程中的策略性因素和創(chuàng)造性因素一樣具有力量性和爭議性。什么是社會的可依賴性或不可依賴性、道德的可爭辯性、政治上的正確性和合法性？答案是經(jīng)常變化的。隨著社會體制的改變，觀點也隨之...
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The Social & Ethical Aspects of Advertising
頁數(shù) 9 字數(shù) 3553
摘要：
廣告的社會方面和倫理方面與廣告進程中的策略性因素和創(chuàng)造性因素一樣具有力量性和爭議性。什么是社會的可依賴性或不可依賴性、道德的可爭辯性、政治上的正確性和合法性？答案是經(jīng)常變化的。隨著社會體制的改變，觀點也隨之而變。正如其它事物一樣，由于社會的根源性和牽連性，廣告也受到了影響。本文旨在通過對廣告的社會方面和倫理方面的分析總結(jié)出廣告對大眾認知能力、扶持媒體和受眾身心愉悅程度的影響。
全文共分為四個部分，第一部分和第四部分分別為介紹與總結(jié)，中間兩個部分為本文的核心，分別展開對廣告的社會方面和倫理方面的分析。衷心希望此論文能給廣告的制作者提供幫助，使他們在廣告運作中能夠?qū)?fù)雜的社會環(huán)境和倫理環(huán)境考慮在內(nèi)。
關(guān)鍵字： 社會,倫理,廣告,廣告商
Abstract:
The social and ethical aspects of advertising are as dynamic and controversial as any of the strategic or creative elements of the process. What is socially responsible or irresponsible, ethically debatable, politically correct, or legal? The answers are constantly changing. As a society changes, so do its perspectives. Like anything else with social roots and implications, advertising will be affected by these changes. This paper presents an analytical study of the affection of the social and ethical aspects of advertising at the consumers’ perception ability, powerful effect on the mass media and the degree of consumers’ happiness and general well-being.
This paper will be presented in four parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the two middle parts which respectively analyze the social and ethical aspects of advertising. It is hoped that the study can shed light on the advertisers and made them realized that advertising should connect with the complex social and legal environment in which contemporary advertising operates.
Key words: social, ethical, advertising, advertiser
Contents
1. Introduction…………………………………………………………………………… ……1
2. The Social Aspects of Advertising…………………………………………………………..1
2.1 Advertising Affects Consumers’ Perception Ability…………………………………….1
2.2 Advertising Affects Happiness and General Well-Being………………………………..2
2.3 Advertising Has a Powerful Effect on the Mass Media…………………………………3
3. The Ethical Aspects of Advertising…………………………………………………………4
3.1 Deception in Advertising………………………………………………………………..4
3.2 Advertising to Children and Un-adult………………………………………………..…4
3.3 Offensive Advertising to Some People…………………………………………………5
4. Conclusion………………………………………………………………………………….6
References………………………………………………………………………………….7
References:
[1] 陳培愛 (Chen, Peiai). 廣告原理與方法[M]. 廈門：廈門大學出版社, 1987.8
[2] 歐陽康 (OuYang, Kang). 廣告與推銷心理—打開市場的鑰匙[M]. 北京：中國社會出版社, 2000.8
[3] 孫有為 (Sun, Youwei). 國際廣告[M]. 北京：世界知識出版社, 1991.12
[4] 汪洋 (Wang, Yang).苗杰 (Miao, Jie). 現(xiàn)代商業(yè)廣告學[M]. 北京：中國人民大學出版社, 1988.1
[5] 楊建華 (Yang, Jianhua). 廣告學原理[M]. 廣州：暨南大學出版社, 1999.1
頁數(shù) 9 字數(shù) 3553
摘要：
廣告的社會方面和倫理方面與廣告進程中的策略性因素和創(chuàng)造性因素一樣具有力量性和爭議性。什么是社會的可依賴性或不可依賴性、道德的可爭辯性、政治上的正確性和合法性？答案是經(jīng)常變化的。隨著社會體制的改變，觀點也隨之而變。正如其它事物一樣，由于社會的根源性和牽連性，廣告也受到了影響。本文旨在通過對廣告的社會方面和倫理方面的分析總結(jié)出廣告對大眾認知能力、扶持媒體和受眾身心愉悅程度的影響。
全文共分為四個部分，第一部分和第四部分分別為介紹與總結(jié)，中間兩個部分為本文的核心，分別展開對廣告的社會方面和倫理方面的分析。衷心希望此論文能給廣告的制作者提供幫助，使他們在廣告運作中能夠?qū)?fù)雜的社會環(huán)境和倫理環(huán)境考慮在內(nèi)。
關(guān)鍵字： 社會,倫理,廣告,廣告商
Abstract:
The social and ethical aspects of advertising are as dynamic and controversial as any of the strategic or creative elements of the process. What is socially responsible or irresponsible, ethically debatable, politically correct, or legal? The answers are constantly changing. As a society changes, so do its perspectives. Like anything else with social roots and implications, advertising will be affected by these changes. This paper presents an analytical study of the affection of the social and ethical aspects of advertising at the consumers’ perception ability, powerful effect on the mass media and the degree of consumers’ happiness and general well-being.
This paper will be presented in four parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the two middle parts which respectively analyze the social and ethical aspects of advertising. It is hoped that the study can shed light on the advertisers and made them realized that advertising should connect with the complex social and legal environment in which contemporary advertising operates.
Key words: social, ethical, advertising, advertiser
Contents
1. Introduction…………………………………………………………………………… ……1
2. The Social Aspects of Advertising…………………………………………………………..1
2.1 Advertising Affects Consumers’ Perception Ability…………………………………….1
2.2 Advertising Affects Happiness and General Well-Being………………………………..2
2.3 Advertising Has a Powerful Effect on the Mass Media…………………………………3
3. The Ethical Aspects of Advertising…………………………………………………………4
3.1 Deception in Advertising………………………………………………………………..4
3.2 Advertising to Children and Un-adult………………………………………………..…4
3.3 Offensive Advertising to Some People…………………………………………………5
4. Conclusion………………………………………………………………………………….6
References………………………………………………………………………………….7
References:
[1] 陳培愛 (Chen, Peiai). 廣告原理與方法[M]. 廈門：廈門大學出版社, 1987.8
[2] 歐陽康 (OuYang, Kang). 廣告與推銷心理—打開市場的鑰匙[M]. 北京：中國社會出版社, 2000.8
[3] 孫有為 (Sun, Youwei). 國際廣告[M]. 北京：世界知識出版社, 1991.12
[4] 汪洋 (Wang, Yang).苗杰 (Miao, Jie). 現(xiàn)代商業(yè)廣告學[M]. 北京：中國人民大學出版社, 1988.1
[5] 楊建華 (Yang, Jianhua). 廣告學原理[M]. 廣州：暨南大學出版社, 1999.1
