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id="5vajrimf" class="sm_after_time"></span> <span id="5vajrimf" class="source"><a target="_blank" href="http://m.1-jiu.com/bylw/lunwenfanwen/" title="論文范文">論文范文</a></span> <span id="5vajrimf" class="source"><a target="_blank" href="http://m.1-jiu.com/usr/login.html" title="我要投稿">我要投稿</a></span> </div> <script type="text/javascript">s("content_top");</script> <div id="5vajrimf" class="content"> <p>論析廣告?zhèn)惱硭枷?/p> <p> 論文關(guān)鍵詞:廣告　價(jià)值　倫理</p> <p style="margin: 0cm 0cm 0pt" class="MsoNormal"><b style="mso-bidi-font-weight: normal"><span style="font-family: 宋體; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> 論文相關(guān)查閱：</span></b><b style="mso-bidi-font-weight: normal"><span style="mso-bidi-font-size: 10.5pt" lang="EN-US"><a ><span style="font-family: 宋體; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'" lang="EN-US"><span lang="EN-US"><font color="#800080">畢業(yè)論文范文</font></span></span></a></span></b><b style="mso-bidi-font-weight: normal"><span style="font-family: 宋體; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">、</span></b><b style="mso-bidi-font-weight: normal"><span style="mso-bidi-font-size: 10.5pt" lang="EN-US"><a ><span style="font-family: 宋體; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'" lang="EN-US"><span lang="EN-US">計(jì)算機(jī)畢業(yè)論文</span></span></a></span></b><b style="mso-bidi-font-weight: normal"><span style="font-family: 宋體; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">、</span></b><b style="mso-bidi-font-weight: normal"><span style="mso-bidi-font-size: 10.5pt" lang="EN-US"><a ><span style="font-family: 宋體; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'" lang="EN-US"><span lang="EN-US"><font color="#800080">畢業(yè)論文格式</font></span></span></a></span></b><b style="mso-bidi-font-weight: normal"><span style="font-family: 宋體; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">、</span></b><b style="mso-bidi-font-weight: normal"><span style="mso-bidi-font-size: 10.5pt" lang="EN-US"><a ><span style="font-family: 宋體; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'" lang="EN-US"><span lang="EN-US">行政管理論文</span></span></a></span></b><b style="mso-bidi-font-weight: normal"><span style="font-family: 宋體; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">、</span></b><b style="mso-bidi-font-weight: normal"><span style="mso-bidi-font-size: 10.5pt" lang="EN-US"><a ><span style="font-family: 宋體; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'" lang="EN-US"><span lang="EN-US"><font color="#800080">畢業(yè)論文</font></span></span></a><font face="Times New Roman"> <span style="mso-spacerun: yes"> </span></font><o:p></o:p></span></b></p> <p> 論文摘要:在市場經(jīng)濟(jì)條件下，廣告是經(jīng)濟(jì)活動(dòng)的重要內(nèi)容，但商品廣告的巨大的趨利性是顯而易見的。因而，在廣告活動(dòng)中，一些人便將其奉為唯一的價(jià)值取向，造成一定的價(jià)值取向的迷失。針對此種迷失，本文提出誠實(shí)守信、公平競爭以及品位健康三種價(jià)值追求來規(guī)范廣告?zhèn)惱怼?/p> <p> 在市場經(jīng)濟(jì)條件下，廣告是經(jīng)濟(jì)活動(dòng)的重要內(nèi)容。它不僅溝通了企業(yè)與消費(fèi)者的聯(lián)系，塑造了企業(yè)的形象，而且對于企業(yè)開拓市場，擴(kuò)大經(jīng)營銷路有著極其重要的作用。廣告是一種經(jīng)濟(jì)現(xiàn)象，但同時(shí)有具有倫理意義。一方面，廣告宣傳是交換主體為了推銷商品、擴(kuò)大銷售、面向社會(huì)宣傳和介紹有關(guān)商品知識(shí)的行為，其目的在于使顧客對商品的基本特性有所了解并產(chǎn)生好感和購買的欲望;另一方面，廣告宣傳會(huì)對社會(huì)產(chǎn)生巨大的影響，它不但可以指導(dǎo)消費(fèi)而且會(huì)引導(dǎo)生產(chǎn)、消費(fèi)的方向和社會(huì)風(fēng)氣。美國哲學(xué)家朱雷恩·亨利說:“隨著購買力的日益增長，廣告指導(dǎo)我們理性地購買，指導(dǎo)我們?nèi)绾蜗M(fèi)，廣告?zhèn)惱韮A向也影響著一定的民族文化、風(fēng)俗習(xí)慣，影響著思維方式和社會(huì)道德風(fēng)氣。”因此廣告宣傳者必須承擔(dān)廣告所產(chǎn)生的社會(huì)效果的道義責(zé)任。</p> <p>　　一、廣告的本質(zhì)</p> <p> 所謂廣告，從漢語的字面意義理解，就是“廣而告之”。從內(nèi)容上說，廣告是有計(jì)劃地通過媒體向所選定的消費(fèi)對象宣傳有關(guān)商品或勞務(wù)的優(yōu)點(diǎn)和特色，喚起消費(fèi)者注意，說服消費(fèi)者購買使用的宣傳方式。廣告的對象是消費(fèi)者，廣告的目的是“喚起消費(fèi)者注意，說服消費(fèi)者購買使用”。廣告本質(zhì)上是一種面向全社會(huì)的契約，它首先必須確保宣傳的真實(shí)性，不夸大、不縮小、不故弄玄虛、不嘩眾取寵，必須貫徹實(shí)事求是的精神來取信于民。欺騙、夸張性的商業(yè)廣告有時(shí)雖可奏效于一旦、得利于一時(shí)，但當(dāng)真相被揭露，商業(yè)信譽(yù)就會(huì)掃地。對于明目張膽說假失實(shí)的宣傳廣告必須通過社會(huì)輿論加以譴責(zé)并用經(jīng)濟(jì)和法律的手段進(jìn)行制裁。</p> <p> 二、廣告?zhèn)惱淼氖Ш猬F(xiàn)象</p> <p> 市場經(jīng)濟(jì)的理論與實(shí)踐證明:廣告是企業(yè)同消費(fèi)者聯(lián)系的橋梁。商品廣告的巨大的趨利性是顯而易見的。因而，在廣告活動(dòng)中，一些人便將其奉為唯一的價(jià)值取向，造成一定的價(jià)值取向的迷失，應(yīng)該引起我們的關(guān)注。</p> <p> 廣告的價(jià)值取向迷失大致有以下三種表現(xiàn):一是誠信危機(jī)。當(dāng)今的廣告活動(dòng)卻充滿了銅銹、欲望的味道，商家為了能夠推銷自己所謂的“優(yōu)質(zhì)產(chǎn)品”，不惜付出高價(jià)，甚至出賣自己的靈魂。最明顯的是利用社會(huì)名人大力做廣告宣傳，利用人們對社會(huì)名人的崇拜，讓名人背出提前編輯的廣告語，向公眾重復(fù)宣傳;還有，保健品廣告和藥品廣告，商家宣傳說此類藥品是能治百病的“上等良藥”，誘騙公眾去消費(fèi)。商家僅僅是出于經(jīng)濟(jì)利益的考慮，忽視了最基本的道德原則，甚至是無視人類的生命;二是刺激不良消費(fèi)。如今的商業(yè)廣告活動(dòng)所帶動(dòng)的社會(huì)消費(fèi)能力是不可估量的，由此所帶來的一系列社會(huì)問題，包括資源浪費(fèi)、資源短缺等問題，已經(jīng)危機(jī)到人類的生存，廣告活動(dòng)中所宣傳的廣告文化助長了消費(fèi)主義，并滋生了享樂主義。琳瑯滿目的產(chǎn)品展示、鼓吹煽動(dòng)的言語勸服，讓受眾的消費(fèi)行為離實(shí)際的消費(fèi)能力和生活需要越來越遠(yuǎn);極度的物質(zhì)刺激擴(kuò)張了人們心底的欲望，最大限度占有物質(zhì)資料的享樂主義。三是品位低下。時(shí)下不少食品廣告放肆強(qiáng)化的是小孩貪吃狂喝的樣子，殊不知這樣的薰陶對孩子勤儉節(jié)約品性的形成將帶來多大的負(fù)面影響。庸俗低級，制作粗劣，有的廣告隱含著明顯的性別歧視，也有礙兒童的身心健康。</p> <p>　　三、廣告引起消費(fèi)異化的原因</p> <p> 廣告對消費(fèi)者的影響是溫柔的、滲透性的，但同時(shí)又是強(qiáng)烈的、強(qiáng)制性的。廣告之所以能影響和加重消費(fèi)異化，有以下的倫理原因:<br /> (一)道德轉(zhuǎn)型時(shí)期的消費(fèi)心理失衡</p> <p> 由于經(jīng)濟(jì)形態(tài)巨變和政治體制改變，我國正處在一種舊的道德準(zhǔn)則被沖擊、被否定，新的道德規(guī)范還沒有健全的道德“轉(zhuǎn)軌”階段。在相當(dāng)長的時(shí)間內(nèi)，人們對道德的思考和遵循處在一種焦慮的期盼與“無主流”的“試行”中。無論社會(huì)道德還是職業(yè)道德的規(guī)范都處在一種特殊的“無序”狀態(tài)。</p> <p> (二)廣告?zhèn)鬟f信息片面性，誤導(dǎo)了消費(fèi)者</p> <p> 廣告?zhèn)鬟f信息的片面方式，導(dǎo)致了只說好話而欺騙人的可能性，廣告一般只強(qiáng)調(diào)產(chǎn)品的好處，只展示其“瑜”，而掩其“瑕”�？赡�，廣告主和廣告策劃人認(rèn)為廣告并不是決定人們購買與否的唯一產(chǎn)品信息，消費(fèi)者有能力作出合理的抉擇，所以他們當(dāng)然認(rèn)為，片面的信息對消費(fèi)者是無害的。但是在實(shí)際生活中，由于生活、工作節(jié)奏的加快，越來越多的消費(fèi)者則把它當(dāng)作該產(chǎn)品的基本信息來源，這就給虛假廣告、劣質(zhì)產(chǎn)品有可乘之機(jī)。廣告的片面?zhèn)鬟f方式，往往使消費(fèi)者遭受損失后方知產(chǎn)品優(yōu)劣。</p> <p> (三)是廣告的權(quán)利話語操縱和強(qiáng)迫消費(fèi)行為</p> <p> 在消費(fèi)者社會(huì)里，促銷的炮火是如此密集以至于人們實(shí)際上沒能記住幾個(gè)廣告。然而電視中播放的廣告節(jié)目有一個(gè)結(jié)果，即使它們不能賣出一種特別的產(chǎn)品，但他們通過反復(fù)說教有一種解決任何生活問題的產(chǎn)品，甚至有某種令人幸福和圓滿的存在物的辦法兜售出了消費(fèi)主義思想本身。因此，登廣告的人通過把它們的商品和人類精神對于存在的無限渴望拴在一起從而培養(yǎng)了需求。整個(gè)工業(yè)己經(jīng)為他們自己制造了需求。廣告煽動(dòng)起支配我們所有人的“物化霸權(quán)”，它在喚醒我們對享受生活清醒認(rèn)識(shí)的同時(shí)，也在徹底麻痹我們對生活自身的批判能力，而使我們的心中充滿欣喜、沮喪或崇敬的感情，喚起我們對物質(zhì)文明的“著迷”感覺，樹立物質(zhì)文明的人格威望，我們的欣喜、沮喪和崇敬籠罩在這種權(quán)利話語之下。</p> <p>　　四、廣告應(yīng)有的價(jià)值追求</p> <p> (一)誠實(shí)守信</p> <p> 廣告作為一種信息傳播方式，所傳達(dá)的信息必須是真實(shí)而又客觀的。這些信息包括商品的性能、產(chǎn)地、通途、質(zhì)量、價(jià)格、生產(chǎn)者、有效期、服務(wù)的內(nèi)容、形式等等。這是廣告活動(dòng)各個(gè)環(huán)節(jié)應(yīng)當(dāng)遵循的第一原則。我國《廣告法》第四條明確規(guī)定:“廣告不得含有虛假的內(nèi)容，不得欺騙和誤導(dǎo)消費(fèi)者。”世界各國制定的廣告法規(guī)、自律準(zhǔn)則也幾乎都把要求廣告真實(shí)列為最重要的條款，并制訂出具體明確的標(biāo)準(zhǔn)作為進(jìn)行廣告活動(dòng)的行為準(zhǔn)則判斷真?zhèn)蔚囊罁?jù)。</p> <p> (二)公平競爭</p> <p> 公平競爭是市場經(jīng)濟(jì)的基本原則之一，也是廣告道德基本范疇的題中之義。具體體現(xiàn)為廣告的宣傳應(yīng)該遵守市場“游戲規(guī)則”，要求廣告人以光明磊落的心態(tài)，公正、平等的競爭觀念指導(dǎo)自己的廣告活動(dòng)。它不允許有欺詐的廣告宣傳;不允許有貶低其他同類產(chǎn)品的情節(jié)或語言的廣告宣傳;不允許有過度自我夸耀的廣告宣傳;不允許用不正當(dāng)和不公平的利益引誘消費(fèi)者。公平競爭還要避免那種利用自己的特殊地位或身份以強(qiáng)欺弱，以大壓小的不正當(dāng)行為。</p> <p> (三)品位健康</p> <p> 以什么樣的人生觀、價(jià)值觀去說服、影響、指導(dǎo)消費(fèi)者，對社會(huì)主義精神文明有著重大意義�！稄V告法》第三條規(guī)定:“廣告應(yīng)當(dāng)真實(shí)、合法、符合社會(huì)主義精神文明建設(shè)的要求”。社會(huì)的逐步開放，市場的日益活躍，現(xiàn)代科技的廣泛應(yīng)用，廣告對社會(huì)各個(gè)領(lǐng)域的滲透功能正在不斷增強(qiáng)。對社會(huì)文明的引導(dǎo)將涉及到生活方式、消費(fèi)方式、價(jià)值觀念、道德觀念等各個(gè)環(huán)節(jié);對知識(shí)傳播將關(guān)系到科學(xué)知識(shí)、文化知識(shí)、生活知識(shí)、倫理知識(shí)等各種門類;對社會(huì)公眾的審美情感教育將深人到人性、親情、情操，真、善、美等諸多方面。因此，商品廣告內(nèi)容要健康，肩負(fù)淳化時(shí)風(fēng)之責(zé)便成了社會(huì)主義廣告道德的又一題中之義。商品廣告是一種經(jīng)濟(jì)現(xiàn)象，同時(shí)也是一種社會(huì)現(xiàn)象。在廣告活動(dòng)中，各方參與者均處于一個(gè)互相發(fā)展過程中。高素質(zhì)的廣告設(shè)制者制作發(fā)布的高品位商品廣告，在準(zhǔn)確傳播商品信息，正確引導(dǎo)消費(fèi)的同時(shí)，也在影響改造著消費(fèi)者。因而，它在運(yùn)作實(shí)施的過程中，在強(qiáng)調(diào)經(jīng)濟(jì)效益的同時(shí)，必須兼顧社會(huì)效益，必須把高尚的社會(huì)風(fēng)尚和美好的道德追求同正當(dāng)?shù)奈镔|(zhì)享受有機(jī)地結(jié)合起來，從而提升人們的生活質(zhì)量，淳化時(shí)代風(fēng)氣，造福整個(gè)社會(huì)。</p> <p style="margin: 0cm 0cm 0pt" class="MsoNormal"><b style="mso-bidi-font-weight: normal"><span style="font-family: 宋體; mso-bidi-font-size: 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