| 虚假广告服务成因分析及对策研究——基于广告代理制运作流程的分析 |
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| 引用本文： | 王影,荣丽敏.虚假广告服务成因分析及对策研究——基于广告代理制运作流程的分析[J].技术经济,2009,28(2):91-94. |
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| 作者姓名： | 王影 荣丽敏 |
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| 作者单位： | 东北师范大学商学院,吉林,130117;东北师范大学服务业管理研究中心,吉林,130117 |
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| 基金项目： | 东北师范大学校内社会科学青年基金，东北师范大学哲学社会科学特色项目 |
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| 摘 要： | 本文阐述了广告代理制下的广告运作流程,剖析了我国虚假广告产生的多维原因;在此基础上,从广告主、广告公司和媒介、广告审核机关、广告监督机关以及广告受众五个方面提出了治理虚假广告的对策建议。
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| 关 键 词： | 虚假广告 企业社会责任 广告代理制 科学素养 |
Cause and Countermeasure on False Advertisement Service:Analysis on Based on Operation Process of Advertising Agency System |
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| Wang Ying,Rong Limin.Cause and Countermeasure on False Advertisement Service:Analysis on Based on Operation Process of Advertising Agency System[J].Technology Economics,2009,28(2):91-94. |
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| Authors: | Wang Ying Rong Limin |
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| Institution: | 1. Business School, Northeast Normal University, Jilin 130117, China 2. Research Centre of Service Management, Northeast Normal University, Jilin 130117, China) |
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| Abstract: | This paper discusses the advertisement operation process based on the advertising agency system. Then it analyzes the multi-dimensional reasons causing false advertisement in China. Finally, it puts forward suggestions on governing false advertisement from the five aspects of advertisers, advertising agencies and medias, advertising examination organizations and advertising supervision organizations and advertising audiences. |
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| Keywords: | false advertisement corporate social responsibility advertising agency system scientific literacy |
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