追求真善美——构建和谐社会对广告业的要求

广告主、广告公司、媒体、消费者组成了广告业互为联系的伦理关系。虚假违法广告、低俗广告等影响了四者之间的和谐。追求真善美,使广告在满足消费者对商品信息需求的同时,宣传正确、积极的价值观。在此过程中,工商部门、媒体都要承担起相应的责任。     

虚假代言考验媒体责任——访中国政法大学人文学院副院长宋建武教授

日前，明星涉嫌虚假代言被炒得沸沸扬扬，社会各界出现不同声音。近期，本刊记者采访了中国政法大学人文学院副院长、传媒与文化产业研究中心主任、博士生导师宋建武教授。宋教授表示，明星涉嫌虚假代言、垃圾广告误导消费者等现象由来已久，除了职能部门监管不到位外，有些缺乏社会责任感及品牌意识、大量传播垃圾广告的媒体也有不可推卸的责任。     

虚假广告代言明星将“连必”连带责任不分主次

针对虚假广告充斥电视节目、明星代言产品屡现问题的情况,新修改后的《消费者权益保护法》作出相应规定,代言虚假广告的明星和发布虚假广告的媒体将负连带责任。近年来,虚假广告成为社会生活中的“毒瘤”,消费者面临的不只是被忽悠而造成经济损失的问题,一些食品、药品的假广告甚至危及人的生命。     

全国整治虚假违法医药广告电视电话会议在京召开

4月22日,全国整治虚假违法医药广告电视电话会议在京召开。会上,国家工商总局、中宣部等部门决定于4月25日至7月25日联合开展整治虚假违法医药广告专项行动。国家工商总局副局长甘霖在会上要求充分认识此次整治行动的重要性和紧迫性,严厉打击虚假违法医药广告活动,明确分工、强化责任、务求实效。     

浅析虚假广告中大众媒介的法律责任

广告行业的腾飞相应带来了虚假广告问题,连接大众和商家的大众媒介成为治理虚假广告的关键。现有的法律制度并不完善,过错责任制度和处罚程度过轻是两大主要问题。在对其责任认定中,找到缺陷,从立法和司法上提出建议,而规范虚假广告传播行为,最终实现保护消费者的合法权益和维护市场经济秩序。     

陕西药监：当心六种典型虚假宣传广告

部分药品生产经营企业在大众媒体发布虚假违法药品广告，严重欺骗和误导消费者，且屡查屡犯，在社会上造成了恶劣影响。为保障人民群众用药安全有效，保护消费者的合法权益，陕西省食品药监局就近期省内部分媒体发布的典型虚假违法药品广告郑重向社会发布消费警示。     

浅议明星代言虚假广告的行为规制

如今我国的法律在虚假广告代言人责任上仍然存在着缺失,因此,在立法上修改现行的广告法,明确代言虚假广告人的义务,加强对明星代言广告的监督和审查,才能更好地保障消费者权益。     

广告不能“吹牛皮” 广西查处广告违法案件近六百起

9月份以来,广西工商部门加大力度查处虚假违法违规医疗、医药、保健食品广告。第三季度,共查处广告违法案件 586件,罚没款额 78万元。 　　从 9月份起,广西各地市工商部门联合宣传、卫生及重点广告经营单位对虚假违法违规广告进行集中整治。在此期间,广西全区共出动执法人员 1万多人,对一批媒体和数万家商店、企业的医疗、医药、保健食品广告进行全面检查。在严厉查处虚假违法广告的同时,广西各地市工商部门还通过举办培训班等办法,增强广告审查员队伍建设,并补充完善了广告管理法规,统一执行标准,加大监管力度,形成了广告发…     

试论名人虚假代言广告的法律责任承担

本文将在分析明星虚假代言带来的危害的基础上,从基础法理、社会实际需求和比较法三个角度进行分析,主张名人因代言虚假广告而承担责任具有必要性、应当性、合法性,应以过错推定原则为归责原则,追究其侵权责任,同时分析了其侵权责任的构成要件。     

论产品虚假代言责任人的应罚性及其责任之完善

《食品安全法》和《广告法》中规定了虚假代言的代言责任,从而清理了广告一些虚假的宣传.传统的侵权责任法并没将代言人纳入到侵权主体,但是近期发生的侵害事件让我们注意到虚假广告的传播人应当对受害人承担一定责任,虽然新法对其有一定规制值得肯定,但是仍然需要更大范围确定其应罚性.本文首先从论证代言人的应罚性,在此基础上,确立代言人应当列入侵权主体,并且建立以荐证行为为基础的规制虚假代言责任人,并确立过错推定原则和按份连带责任.从而更好地规制商业界一些不规范行为,净化广告,减少对大众的侵害,保障公民合法利益.     

虚假广告治理模式的三方博弈分析

随着我国市场经济的不断完善,广告逐渐成为消费者了解商品的性能、价格与种类的重要途径。但目前虚假广告充斥市场,部分商品经营者通过虚假广告获取超额利润,扰乱市场的正常秩序。本文利用博弈论理论,建立虚假广告主、政府及寻租者的三方博弈模型,对虚假广告的治理模式进行分析,提出了改进虚假广告治理的建议,以期能对完善虚假广告的治理模式有所启示。     

浅析虚假广告的概念

我国现行法律对虚假广告的概念界定不清,对明显虚假的广告判定起来比较容易,而对那些打擦边球和边缘性广告的判定却有一定的难度。本文主要就虚假广告的概念以及如何进行认定进行探讨,以期对现行虚假广告法律制度的完善和创新有所启示。     

我国虚假广告治理模式的博弈分析

目前虚假广告充斥市场,从医疗、药品、保健食品到房地产、出国留学服务等,虚假广告遍及生活的各个角落。本文主要利用博弈论的观点对我国虚假广告的治理模式进行分析,以期能对完善虚假广告的治理模式有所启示。     

网络广告的消费心理策略

随着网络应用的迅速普及和发展,网络广告已经成为这一新兴媒体不可或缺的一部分,文中仅结合网络广告特有的传播方式和独特优势从消费心理角度分析一下网络广告的策略。     

Evaluating and tracking qualitative content coder performance using item response theory

Content analysis of traditional and social media has a central role in investigating features of media content, measuring media exposure, and calculation of media effects. The reliability of content coding is usually evaluated using “kappa-centric” agreement measures, but these measures produce results that aggregate individual coder decisions which obscure the performance of individual coders. Using a data set of 105 advertisements for sports and energy drinks media content coded by five coders, we demonstrate that Item Response Theory can track coder performance over time and give coder-specific information on the consistency of decisions over qualitatively coded objects. We conclude that IRT should be added to content analysts’ tool kit of useful methodologies to track and evaluate content coders’ performance.

     

ADVERTISING REGULATION AND CO-REGULATION: THE CHALLENGE OF CHANGE

This article tells the story of how advertising, by leveraging the success of its self-regulatory system, challenged the assumption that statutory control should remain for broadcast advertisements. Five years later a new, singular system exists with the flexibility to confront a changing media landscape. It has business support, regulator approval and consumer confidence.     

户外广告设置与城市环境的协调发展

随着经济的繁荣,户外广告在我国城市建设中得到了迅猛的发展。户外广告以其独特的广告传播形式和特色,在现代社会中发挥着重要作用。与此同时,户外广告与城市环境之间的问题与矛盾也日渐凸显,并对城市环境造成了一定程度的破坏和污染。基于此,从户外广告的功能与特点、户外广告的设置、户外广告与城市环境的协调等方面,探讨了处理好二者的关系,使户外广告与城市环境协调统一、和谐发展的问题。     

Improving effectiveness of public service advertisements to prevent texting and driving of American youth

This study examines and explores the interplay of theory (regulatory focus fit and implementation intentions) and emerging technology (interactive advertising and social media ad referrals) to segment viewers more effectively and thus increases the response efficacy of public service advertisements (PSAs). Advertising, in general, and PSAs, in particular, are both entering a new era as traditional delivery platforms (print, TV, and radio) are increasingly giving way to new media (the internet and mobile smartphones), which are more dynamic as they can allow adaptability and interactivity. Using a between-subjects design, this study examined the effects of regulatory focus fit on PSA response from both traditional and interactive delivery methods. Results indicated that regulatory focus ads (promotion focus in a texting and donation context) have a positive effect on attitude toward the ads. Results also indicated that a regulatory focus ad (prevention focus) using an interactive delivery method has a positive effect on behavioral intentions. Implementation intentions analysis also indicated positive results for behavior from PSA outcomes. The findings of this study are expected to be useful for practitioners who are designing PSAs and advertisements to prevent texting and driving.     

Modeling the Impact of Advertisement‐Image Congruity on Applicant Attraction

This study examines the effects of the perceived congruity of recruitment advertisements and organizational image on organizational attractiveness. Based on Mandler's schema congruity theory (1982) and on recruitment research, we developed hypotheses and tested them on a sample of 1,091 individuals. The results show that recruitment advertisements that conform to the organization's image show a higher degree of attractiveness to applicants, particularly because these advertisements have higher resulting credibility than advertisements with low congruity. Furthermore, applicants’ level of familiarity with the organization moderates the relationship between congruity and organizational attractiveness, as congruent recruitment advertisements lead to more positive effects for well‐known organizations. This suggests that highly recognizable organizations should use congruent advertisements to unleash the full potential of their recruitment efforts. © 2015 Wiley Periodicals, Inc.     

Can you market God? A case study of the ‘God Speaks’ social marketing campaign

• Public service campaigns, spanning more than 60 years and thousands of mass media advertisements, have asked individuals to take actions such as “Say No to Drugs” and “Keep America Beautiful,” as well as to support various nonprofit organizations. A case study of the “God Speaks” religious social marketing campaign is offered as an example of a non-traditional campaign that provides insights for future endeavors. Although the campaign, which began as a local paid media effort, appeared to have little measurable impact on attitudes and behavior, it was able to generate extensive non-paid media coverage that greatly increased its reach.

Copyright © 2010 John Wiley & Sons, Ltd.