【摘要】： 隨著社會主義市場經(jīng)濟的不斷發(fā)展，人們商品意識的逐漸增強，，廣告已經(jīng)成為傳遞商品信息的一種重要手段。但是，隨著市場競爭的加劇，廣告在被不正當?shù)乩茫霈F(xiàn)了形形色色的廣告騙術(shù)，給社會諸多方面帶來嚴重危害�，F(xiàn)在學(xué)界的研究情況多以虛假廣告為標本，這種研究雖然有必要，但卻漏失了對其他類型違法廣告的研究。因此，本文以引致違法廣告產(chǎn)生的商業(yè)廣告騙術(shù)為對象，以期能為違法廣告的治理提供全面的思路。 本文探討了騙術(shù)、商業(yè)廣告騙術(shù)的內(nèi)涵和特征，并從微觀和宏觀兩個層面分析了商業(yè)廣告騙術(shù)的社會危害性。商業(yè)廣告騙術(shù)作為騙術(shù)在廣告領(lǐng)域的一種具體形態(tài)，既具有騙術(shù)的一些共相特征，又有其自己的特征。商業(yè)廣告騙術(shù)的微觀社會危害主要包括其對消費者和同類商品生產(chǎn)者或同類服務(wù)提供者合法權(quán)益的損害；商業(yè)廣告騙術(shù)的宏觀社會危害主要包括其對經(jīng)濟秩序和廣告行業(yè)的危害。 導(dǎo)致違法廣告產(chǎn)生和泛濫的主要原因是：廣告主、廣告經(jīng)營者、廣告發(fā)布者遵守廣告法律法規(guī)意識的薄弱，出于各自利益的驅(qū)動，沒有把握好廣告的創(chuàng)作關(guān)和廣告的發(fā)布關(guān)；廣告監(jiān)管部門對違法廣告監(jiān)管不嚴，懲罰不力，廣告法規(guī)體系與執(zhí)法體系也不很健全；同時，廣告監(jiān)管部門和廣告行業(yè)自律之間的關(guān)系還沒有理順。 深入了解商業(yè)廣告騙術(shù)的作用方法、途徑與施“騙”模式是剖析商業(yè)廣告騙術(shù)的關(guān)鍵環(huán)節(jié)。本文循著商業(yè)廣告騙術(shù)運行的過程，試著探討廣告從醞釀到發(fā)布的各個環(huán)節(jié)中商業(yè)廣告騙術(shù)是怎樣運行的。有關(guān)商業(yè)廣告騙術(shù)的作用途徑，本文采用了列舉的方式，列舉了比較常見的作用途徑，如訴諸恐懼、情感誘導(dǎo)、利益誘導(dǎo)以及多方引證等。本文認為商業(yè)廣告騙術(shù)的運行是一個“鏈承”過程，其中經(jīng)濟利益是鏈條，廣告主是施“騙”過程的總導(dǎo)演。 對癥下藥方能藥到病除。商業(yè)廣告騙術(shù)的治理對策緊承商業(yè)廣告騙術(shù)的產(chǎn)生原因而來。即從廣告法律法規(guī)的完善、廣告執(zhí)法體系的健全等方面著手，增大廣告主、廣告經(jīng)營者和廣告發(fā)布者的違法成本，擠壓其非法獲利空間，甚至使其獲利為負值。
[Abstract]:With the development of socialist market economy and the gradual enhancement of people's commodity consciousness, advertisement has become an important means to transmit commodity information. However, with the aggravation of market competition, advertising is used unjustly, and many kinds of advertising fraud appear, which brings serious harm to many aspects of society. At present, the academic research mostly takes false advertisement as the specimen, although this kind of research is necessary, it has missed the research on other types of illegal advertisement. Therefore, this paper aims to provide a comprehensive idea for the administration of illegal advertising. This paper discusses the connotation and characteristics of swindle and commercial advertising fraud, and analyzes the social harmfulness of commercial advertising fraud from the micro and macro aspects. As a concrete form of commercial advertising, commercial advertising fraud has some common features as well as its own characteristics. The microcosmic social harm of commercial advertising fraud mainly includes the damage to the legitimate rights and interests of consumers and similar commodity producers or similar service providers; The macro-social harm of commercial advertising fraud mainly includes its harm to economic order and advertising industry. The main causes of illegal advertising are: advertisers, advertising operators, advertising publishers comply with the weak awareness of advertising laws and regulations, driven by their own interests, do not grasp the creation of advertising and advertising release; The regulation department of advertisement is not strict to the illegal advertisement, the punishment is not strong, and the system of advertising regulation and law enforcement is not perfect. At the same time, the relationship between the supervision department of advertisement and the self-discipline of advertising industry has not been straightened out. It is the key link to analyze the commercial advertisement fraud by deeply understanding the action method, the way and the mode of "deception". Following the process of commercial advertising fraud, this paper tries to explore how commercial advertising fraud works from brewing to publishing. In this paper, the methods of commercial advertising fraud are listed, such as appeal to fear, emotional inducement, benefit induction and multiple citations. This paper holds that the operation of commercial advertising fraud is a "chain" process, in which the economic benefit is the chain, and the advertiser is the chief director of the "deception" process. The right remedy can get rid of the disease. The management countermeasure of commercial advertisement deceptive technique tight bear the reason that commercial advertisement deceptive technique produces. That is, from the aspects of the perfection of advertising laws and regulations and the perfection of advertising law enforcement system, the illegal costs of advertisers, advertising operators and advertising publishers are increased, and their illegal profit space is squeezed, and even the profit becomes negative.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：D917.6

【引證文獻】

相關(guān)碩士學(xué)位論文 前2條

1 楊玲玲;名人廣告?zhèn)惱韱栴}及其對策研究[D];新疆師范大學(xué);2010年

2 胡炳旭;中國電視虛假廣告治理對策研究[D];安徽大學(xué);2011年

本文編號：2141709