虚假广告的成因及其治理.doc

18--东北财经大学网络教育本科毕业论文虚假广告的成因及其治理作者张楠学籍批次1109学习中心江苏盐城大丰奥鹏层次专升本专业法学指导教师褚霞内容摘要当今社会，打开电视翻开报纸，广告无处不在，广告作为一种信息传播媒介研究渗透到我们的生活中。可以说，一份良好的销售业绩是离不开广告的，一个知名品牌的建立也是与广告息息相关的，广告在我们的生活尤其是经济活动中起着至关重要的作用。随着我国市场经济的高速发展，我国广告业也取得了瞩目的成绩。广播、电视、报纸、杂志这传统的四大广告媒体，它们已分别经历了很长时间的发展，在发展和管理方面拥有了骄人的成绩。但由于经济发展本身的限制，整个社会的广告投入有限，传统媒体广告经营缺乏活力，许多商家之间的竞争日趋激烈。与此同时，受利润的驱使，虚假广告层出不穷，近年来所占比例更是节节高升。据统计，1995年全国共查处虚假广告案件2.6万件，相当于10家大型媒体的全年广告件数。如此众多的虚假广告，不仅损害了广告行业的整体形象，更是影响了广告在消费者心中的信赖程度。基于虚假广告的恶劣影响，整治虚假广告刻不容缓。本文重在分析虚假广告的成因与危害，并提出治理措施，以便更好的、更全面、更彻底的防治虚假广告，促进我国广告业的健康有序发展。关键词：虚假广告；治理措施；社会危害Abstract:Today'ssociety,turnontheTVreadnewspapers,advertisingiseverywhere,advertisingmediastudiesasaninformationdisseminationtoinfiltrateourlives.Itcanbesaid,agoodsalesperformanceisinseparablefromadvertising,awell-knownbrandbuildingisalsocloselylinkedwithadvertising,advertisinginourlivesespeciallyintheeconomicactivityplaysacrucialrole.WiththerapiddevelopmentofChina'smarketeconomy,China'sadvertisingindustryhasmaderemarkableachievements.Radio,television,newspapers,magazinesthesefourtraditionaladvertisingmedia,theyhavebeenthroughaverylongperiodofdevelopment,inthedevelopmentandmanagementhasmaderemarkableachievements.However,duetoinherentlimitationsofeconomicdevelopment,theentirecommunityofadvertisingislimited,lackofvitalityoftraditionalmediaadvertising,manybusinessesincreasinglyfiercecompetitionbetween.Atthesametime,drivenbyprofit,falseadvertisingemerginginrecentyearstheproportionissteadilyrisen.Accordingtostatistics,in1995thecountryhasdealtwith26,000casesoffalseadvertising,theequivalentof10full-yearmajormediaadvertisingpieces.Somanyfalseadvertising,notonlydamagedtheimageoftheadvertisingindustryasawhole,butalsoaffecttheadvertisingleveloftrustinthemindsofconsumers.Basedontheadverseeffectsoffalseadvertising,falseadvertisingurgentrectification.Thispaperfocusesonanalyzingthecausesoffalseadvertisingandharm,andproposedmanagementmeasuresinordertobetter,morecomprehensiveandthoroughpreventionoffalseadvertisingandthepromotionofhealthyandorderl