本文選題：名人廣告　切入點：倫理問題　出處：《新疆師范大學》2010年碩士論文　論文類型：學位論文

【摘要】：改革開放以來,市場經濟的快速發(fā)展加快了新產品的研發(fā)和更新換代,企業(yè)和產品普遍的同質化導致市場競爭加劇,也促成了廣告業(yè)的迅猛發(fā)展。激烈的市場競爭下,商家便不惜出重金聘請名人代言來大打廣告戰(zhàn),試圖通過名人與廣告的契合來消除消費者與廣告的心理壁壘,最終實現銷售。但在這場愈演愈烈的名人廣告大戰(zhàn)中,名人廣告這把有力武器頻頻暴露出它的嚴重弊端,嚴重損害了他人和社會的利益,影響社會主義道德建設。與此同時,名人廣告?zhèn)惱韱栴}逐漸成為社會的熱點被關注起來。 本文立足于我國名人廣告出現的諸種倫理問題進行逐層梳理、歸納、分析,以尋求更好的解決對策。本文共分四章,其主要內容如下: 第一章簡要闡述了研究意義、國內外研究現狀和研究內容等。 第二章為從現實入手,界定了名人廣告?zhèn)惱韱栴}的相關概念,歸納了名人廣告應用中存在的種種倫理問題。問題的表現是從五個方出現面展現的:即虛假、不良價值導向、性別歧視、滋生分配不公、降低政府和媒體公信力。 第三章、第四章結合理論和現實,分析名人廣告出現倫理問題的主客觀原因并據此探討解決名人廣告?zhèn)惱韱栴}的對策。針對名人廣告出現的種種問題,本研究進行了較為深入的分析,認為相關法律制度缺位、社會監(jiān)督力度不夠、性別觀念陳規(guī)定性、業(yè)內倫理意識淡漠、受眾自身意識薄弱是造成名人廣告出現倫理問題的主要原因。為進一步規(guī)范名人廣告活動,本文提出了出臺名人廣告道德規(guī)范;完善相關法律法規(guī);健全社會監(jiān)管機制;強化性別平等觀念;塑造主體道德人格;加強廣告受眾教育等治理對策,以期名人廣告在正確的觀念引導下健康有序的發(fā)展。 通過分析,認為只有從根本上端正名人廣告主體的道德觀念,加強他們的職業(yè)道德素養(yǎng);同時要加強政府部門的工作力度,還有消費者自身要多多學習相關知識以增強對真假良惡的辨識能力、強化維權意識,才能使名人廣告回歸誠信、公平、文明健康、藝術即真、善、美的發(fā)展軌道上來。
[Abstract]:Since the reform and opening up, the rapid development of the market economy has accelerated the research and development and upgrading of new products. The common homogeneity between enterprises and products has led to the intensification of market competition, and has also contributed to the rapid development of the advertising industry. Businesses will pay a lot of money to hire celebrity endorsements to fight the advertising war, trying to eliminate the psychological barriers between consumers and advertisements through the combination of celebrity and advertising, and finally achieve sales. But in this increasingly fierce celebrity advertising war, Celebrity advertisement, as a powerful weapon, frequently exposes its serious disadvantages, seriously damages the interests of others and society, and affects the construction of socialist morality. At the same time, the ethical issue of celebrity advertising has gradually become a hot spot in the society. This paper is based on the ethical problems of celebrity advertising in China to sort out, summarize, analyze, and seek better solutions. This paper is divided into four chapters, the main contents are as follows:. The first chapter briefly describes the significance of the research, domestic and foreign research status and research content. The second chapter is from the reality, defines the celebrity advertisement ethics question related concept, has summarized the celebrity advertisement the existence each kind of ethics question. Gender discrimination breeds unfair distribution and reduces the credibility of the government and the media. Chapter three, Chapter 4th, combining theory and reality, analyzes the subjective and objective reasons of the ethical problems in celebrity advertising and discusses the countermeasures to solve the ethical problems in celebrity advertising. This research has carried on the comparatively thorough analysis, thinks the related legal system is absent, the social supervision is insufficient, the gender concept is stereotyped, the profession ethics consciousness is indifferent, The weak consciousness of the audience is the main cause of the ethical problems in celebrity advertising. In order to further standardize celebrity advertising activities, this paper puts forward the introduction of celebrity advertising moral norms, the improvement of relevant laws and regulations, the improvement of social supervision mechanism; Strengthen the concept of gender equality, mold the subject moral personality, strengthen the advertising audience education and other governance countermeasures, in the hope of celebrity advertising under the correct concept of healthy and orderly development. Through analysis, it is believed that only by fundamentally rectifying the moral concepts of celebrity advertising subjects and strengthening their professional ethics literacy; at the same time, we should strengthen the work of government departments. Moreover, consumers themselves should learn more relevant knowledge in order to enhance the ability to identify the true, false, good and evil, and strengthen the awareness of safeguarding rights, in order to make celebrity advertisements return to the track of development of honesty, fairness, civilization and health, art is true, good and beautiful.
【學位授予單位】：新疆師范大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F713.8

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本文編號：1637169