本文選題：新媒體廣告 + 網(wǎng)絡(luò)��； 參考：《東北農(nóng)業(yè)大學(xué)》2015年碩士論文

【摘要】：經(jīng)濟(jì)全球化的日新月異與互聯(lián)網(wǎng)技術(shù)的迅速崛起,為新媒體廣告提供了廣闊的發(fā)展平臺(tái)。新媒體廣告作為宣傳產(chǎn)品信息、打造品牌形象、促進(jìn)消費(fèi)活動(dòng)的重要手段,不但可以獲取巨大的經(jīng)濟(jì)利潤(rùn),也對(duì)我國(guó)社會(huì)的消費(fèi)方式、道德行為和價(jià)值觀念的形成具有引導(dǎo)作用。盡管新媒體廣告的發(fā)展正如日中天,但當(dāng)我們理智地剖析這一現(xiàn)象時(shí),卻也不難發(fā)現(xiàn)其繁榮背后存在的負(fù)面影響。廣告主、廣告經(jīng)營(yíng)者以及廣告發(fā)布者因?yàn)槿狈Ρ匾纳鐣?huì)責(zé)任而致使廣告行業(yè)違背社會(huì)道德的事件屢屢上演;而大量的失范不良廣告不僅污染了社會(huì)環(huán)境,也引發(fā)消費(fèi)者的普遍厭惡,更沖擊著社會(huì)的主流價(jià)值觀念。本文關(guān)注的重點(diǎn)正是新媒體廣告引發(fā)的社會(huì)責(zé)任意識(shí)形態(tài)領(lǐng)域的問題。由于媒體是意識(shí)形態(tài)工作的主陣地,因此在當(dāng)代媒體環(huán)境中,新媒體怎樣占領(lǐng)思想輿論環(huán)境的制高點(diǎn)、怎樣在思想輿論工作中做到盡忠職守,成為各媒體在今后意識(shí)形態(tài)工作的首要議題[1]。當(dāng)前,有待完善的廣告業(yè)市場(chǎng)在面對(duì)新媒體廣告這一新鮮事物時(shí)略顯乏力,新媒體廣告所呈現(xiàn)的負(fù)面影響已經(jīng)使人們無法忽視其所應(yīng)肩負(fù)的社會(huì)責(zé)任。本研究主要從新媒體廣告社會(huì)責(zé)任缺失的表現(xiàn)、原因及對(duì)策等方面展開論述。首先,我國(guó)社會(huì)責(zé)任缺失的新媒體廣告主要有:虛假?gòu)V告、欺詐廣告、侵權(quán)廣告與惡俗廣告等;其次,我國(guó)新媒體廣告社會(huì)責(zé)任缺失的原因有:法律法規(guī)的相對(duì)滯后、政府監(jiān)管的缺位、社會(huì)結(jié)構(gòu)的多元變化、市場(chǎng)經(jīng)濟(jì)逐利性引發(fā)的個(gè)體心理膨脹、廣告從業(yè)人員素質(zhì)的滑坡以及部分消費(fèi)者維權(quán)意識(shí)不夠等;最后,本文針對(duì)上述問題提出了增強(qiáng)我國(guó)新媒體廣告社會(huì)責(zé)任的相關(guān)對(duì)策,如增強(qiáng)新媒體廣告的法制建設(shè)、優(yōu)化新媒體廣告的社會(huì)環(huán)境、增強(qiáng)廣告行業(yè)的自律意識(shí)以及提升社會(huì)大眾的群體素質(zhì)等。希望本文能夠有助于使廣告各主體的逐利性與他們應(yīng)履行的社會(huì)責(zé)任達(dá)成統(tǒng)一,從而引導(dǎo)、規(guī)范廣告行為,促進(jìn)新媒體廣告業(yè)的誠(chéng)信、健康、穩(wěn)定發(fā)展,讓新媒體廣告更好地推動(dòng)社會(huì)主義和諧社會(huì)的建設(shè)。
[Abstract]:The rapid development of economic globalization and the rapid rise of Internet technology provide a broad development platform for new media advertising.As an important means of publicizing product information, creating brand image and promoting consumption activities, new media advertisements can not only obtain huge economic profits, but also contribute to the consumption patterns of our society.The formation of moral behavior and values plays a leading role.Although the development of new media advertising is in the ascendant, when we analyze this phenomenon rationally, it is not difficult to find the negative influence behind its prosperity.Advertisers, advertisers and publishers lack the necessary social responsibility to cause the advertising industry to violate the social morality events, and a large number of unhealthy ads not only pollute the social environment,It also causes the general aversion of consumers and impacts the mainstream values of the society.The focus of this paper is the ideological field of social responsibility caused by new media advertising.Because the media is the main position of ideological work, in the contemporary media environment, how does the new media occupy the commanding point of the ideological and public opinion environment, and how to fulfill its duties in the ideological and public opinion work?To become the top issue in the ideological work of the media in the future [1].At present, the advertising market needs to be improved in the face of the new media advertising, a new thing, the negative impact of the new media advertising has made people can not ignore the social responsibility it should shoulder.This research mainly discusses the expression, reason and countermeasure of social responsibility deficiency of new media advertisement.First of all, the lack of social responsibility in China's new media advertising mainly include: false advertising, fraud advertising, tort advertising and vulgar advertising; secondly, the reasons for the lack of social responsibility of new media advertising in China are: the relative lag of laws and regulations.The absence of government supervision, the pluralistic changes of social structure, the individual psychological expansion caused by market economy, the decline of advertising workers' quality, and the lack of awareness of some consumers' rights; finally,In view of the above problems, this paper puts forward some relevant countermeasures to enhance the social responsibility of new media advertising, such as strengthening the legal system construction of new media advertising, optimizing the social environment of new media advertising,Enhance advertising industry awareness of self-discipline and improve the quality of the community and so on.It is hoped that this paper will help to unify the profit-seeking nature of advertising subjects with their social responsibilities, thus guiding and standardizing advertising activities, promoting the integrity, health and stable development of the new media advertising industry.Let new media advertising better promote the construction of socialist harmonious society.
【學(xué)位授予單位】：東北農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.8

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