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the social & ethical aspects of advertis,the social & ethical aspects of advertising页数 9字数 3553摘要:广告的社会方面和伦理方面与广告进程中的策略性因素和创造性因素一样具有力量性和争议性。什么是社会的可依赖性或不可依赖性、道德的可争辩性、政治上的正确性和合法性?答案是经常变化的。随着社会体制的改变,观点也随之...
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The Social & Ethical Aspects of Advertising
页数 9 字数 3553
摘要:
广告的社会方面和伦理方面与广告进程中的策略性因素和创造性因素一样具有力量性和争议性。什么是社会的可依赖性或不可依赖性、道德的可争辩性、政治上的正确性和合法性?答案是经常变化的。随着社会体制的改变,观点也随之而变。正如其它事物一样,由于社会的根源性和牵连性,广告也受到了影响。本文旨在通过对广告的社会方面和伦理方面的分析总结出广告对大众认知能力、扶持媒体和受众身心愉悦程度的影响。
全文共分为四个部分,第一部分和第四部分分别为介绍与总结,中间两个部分为本文的核心,分别展开对广告的社会方面和伦理方面的分析。衷心希望此论文能给广告的制作者提供帮助,使他们在广告运作中能够将复杂的社会环境和伦理环境考虑在内。
关键字: 社会,伦理,广告,广告商
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] 陈培爱 (Chen, Peiai). 广告原理与方法[M]. 厦门:厦门大学出版社, 1987.8
[2] 欧阳康 (OuYang, Kang). 广告与推销心理—打开市场的钥匙[M]. 北京:中国社会出版社, 2000.8
[3] 孙有为 (Sun, Youwei). 国际广告[M]. 北京:世界知识出版社, 1991.12
[4] 汪洋 (Wang, Yang).苗杰 (Miao, Jie). 现代商业广告学[M]. 北京:中国人民大学出版社, 1988.1
[5] 杨建华 (Yang, Jianhua). 广告学原理[M]. 广州:暨南大学出版社, 1999.1
页数 9 字数 3553
摘要:
广告的社会方面和伦理方面与广告进程中的策略性因素和创造性因素一样具有力量性和争议性。什么是社会的可依赖性或不可依赖性、道德的可争辩性、政治上的正确性和合法性?答案是经常变化的。随着社会体制的改变,观点也随之而变。正如其它事物一样,由于社会的根源性和牵连性,广告也受到了影响。本文旨在通过对广告的社会方面和伦理方面的分析总结出广告对大众认知能力、扶持媒体和受众身心愉悦程度的影响。
全文共分为四个部分,第一部分和第四部分分别为介绍与总结,中间两个部分为本文的核心,分别展开对广告的社会方面和伦理方面的分析。衷心希望此论文能给广告的制作者提供帮助,使他们在广告运作中能够将复杂的社会环境和伦理环境考虑在内。
关键字: 社会,伦理,广告,广告商
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] 陈培爱 (Chen, Peiai). 广告原理与方法[M]. 厦门:厦门大学出版社, 1987.8
[2] 欧阳康 (OuYang, Kang). 广告与推销心理—打开市场的钥匙[M]. 北京:中国社会出版社, 2000.8
[3] 孙有为 (Sun, Youwei). 国际广告[M]. 北京:世界知识出版社, 1991.12
[4] 汪洋 (Wang, Yang).苗杰 (Miao, Jie). 现代商业广告学[M]. 北京:中国人民大学出版社, 1988.1
[5] 杨建华 (Yang, Jianhua). 广告学原理[M]. 广州:暨南大学出版社, 1999.1