广告内容低俗化问题及治理对策
摘要
随着互联网技术的飞速发展和媒体环境的深刻变革，广告作为商业信息传播的重要手段，其影响力日益扩大。然而，在追求广告效果与市场份额的过程中，部分广告内容出现了低俗化倾向，这不仅违背了广告伦理原则，也对社会公序良俗和公众特别是青少年的健康成长构成了威胁。低俗广告内容往往以夸大、夸张、甚至低俗、恶俗的手法吸引眼球，忽视了广告作为信息传播工具应有的社会责任感和道德底线。这种现象不仅损害了广告行业的整体形象，也引发了社会各界的广泛关注和强烈不满。因此，本文旨在探讨广告内容低俗化问题的现状、成因及治理对策。首先，分析了广告内容低俗化的具体表现，包括创意庸俗化、目标受众定位偏差、信息传递道德失范等方面。随后，从创意品质、目标受众定位、道德规范、行业监管与自律等多个角度，深入剖析了广告内容低俗化的原因。在此基础上，本文提出了一系列治理对策，包括提升创意品质与审美水平、倡导积极健康的创意理念、精准定位并拓宽目标受众、加强道德规范与社会责任感、建立严格的内容审核机制以及完善监管体系与行业自律等。通过这些措施的实施，有望有效遏制广告内容低俗化现象，促进广告行业的健康可持续发展。
关键词：广告内容低俗化；治理对策；创意品质；行业自律
Abstract
With the rapid development of Internet technology and the profound change of media environment, advertising, as an important means of commercial information dissemination, is expanding. However, in the process of pursuing advertising effect and market share, some advertising content has a vulgar tendency, which not only violates the principles of advertising ethics, but also poses a threat to the social public order and good customs and the healthy growth of the public, especially teenagers. Vulgar advertising content is often exaggerated, exaggerated, and even vulgar and vulgar methods, ignoring the sense of social responsibility and moral bottom line of advertising as a tool of information communication. This phenomenon has not only damaged the overall image of the advertising industry, but also aroused wide attention and strong dissatisfaction from all walks of life. Therefore, this paper aims to explore the current situation, causes and countermeasures of the vulgar advertising content. First of all, this paper analyzes the specific performance of vulgarization of advertising content, including creative vulgarization, target audience positioning deviation, moral anomie of information transmission and so on. Subsequently, from the perspectives of creative quality, target audience positioning, ethics, industry supervision and self-discipline, the causes of vulgar advertising content are deeply analyzed. On this basis, this paper puts forward a series of governance countermeasures, including improving the creative quality and aesthetic level, advocating positive and healthy creative ideas, accurately positioning and broadening the target audience, strengthening moral norms and social responsibility, establishing a strict content audit mechanism, and improving the regulatory system and industry self-discipline, etc. Through the implementation of these measures, it is expected to effectively curb the vulgarization of advertising content and promote the healthy and sustainable development of the advertising industry.
Key words: advertising content vulgar; governance countermeasures; creative quality; industry self-discipline
目录
摘要 1
Abstract 2
一、 绪论 4
1.1 研究背景和意义 4
1.2 国内外研究现状 4
二、相关理论概述 4
2.1 广告伦理与社会责任 4
2.2 低俗内容的界定标准 5
三、广告内容低俗化的问题分析 5
3.1 创意表现的庸俗化 5
3.2 目标受众定位偏差 6
3.3 信息传递的道德失范 6
3.4 行业监管与自律不足 7
四、广告内容低俗化的治理对策 7
4.1 提升创意品质与审美水平 7
4.1.1 倡导积极健康的创意理念 7
4.1.2 引入高雅艺术元素，提升内容格调 8
4.2 精准定位并拓宽目标受众 8
4.2.1 多元化市场调研，满足不同群体需求 8
4.2.2 强化青少年保护措施，避免不良影响 9
4.3 加强道德规范与社会责任感 9
4.3.1 建立严格的内容审核机制，确保信息正面 9
4.3.2 开展公众教育，提高社会对低俗内容的辨识力 10
4.4 完善监管体系与行业自律 10
4.4.1 更新相关法律法规，加大处罚力度 10
4.4.2 推动行业自律组织建设，形成良性竞争环境 10
五、结论 11
参考文献 12
摘要
随着互联网技术的飞速发展和媒体环境的深刻变革，广告作为商业信息传播的重要手段，其影响力日益扩大。然而，在追求广告效果与市场份额的过程中，部分广告内容出现了低俗化倾向，这不仅违背了广告伦理原则，也对社会公序良俗和公众特别是青少年的健康成长构成了威胁。低俗广告内容往往以夸大、夸张、甚至低俗、恶俗的手法吸引眼球，忽视了广告作为信息传播工具应有的社会责任感和道德底线。这种现象不仅损害了广告行业的整体形象，也引发了社会各界的广泛关注和强烈不满。因此，本文旨在探讨广告内容低俗化问题的现状、成因及治理对策。首先，分析了广告内容低俗化的具体表现，包括创意庸俗化、目标受众定位偏差、信息传递道德失范等方面。随后，从创意品质、目标受众定位、道德规范、行业监管与自律等多个角度，深入剖析了广告内容低俗化的原因。在此基础上，本文提出了一系列治理对策，包括提升创意品质与审美水平、倡导积极健康的创意理念、精准定位并拓宽目标受众、加强道德规范与社会责任感、建立严格的内容审核机制以及完善监管体系与行业自律等。通过这些措施的实施，有望有效遏制广告内容低俗化现象，促进广告行业的健康可持续发展。
关键词：广告内容低俗化；治理对策；创意品质；行业自律
Abstract
With the rapid development of Internet technology and the profound change of media environment, advertising, as an important means of commercial information dissemination, is expanding. However, in the process of pursuing advertising effect and market share, some advertising content has a vulgar tendency, which not only violates the principles of advertising ethics, but also poses a threat to the social public order and good customs and the healthy growth of the public, especially teenagers. Vulgar advertising content is often exaggerated, exaggerated, and even vulgar and vulgar methods, ignoring the sense of social responsibility and moral bottom line of advertising as a tool of information communication. This phenomenon has not only damaged the overall image of the advertising industry, but also aroused wide attention and strong dissatisfaction from all walks of life. Therefore, this paper aims to explore the current situation, causes and countermeasures of the vulgar advertising content. First of all, this paper analyzes the specific performance of vulgarization of advertising content, including creative vulgarization, target audience positioning deviation, moral anomie of information transmission and so on. Subsequently, from the perspectives of creative quality, target audience positioning, ethics, industry supervision and self-discipline, the causes of vulgar advertising content are deeply analyzed. On this basis, this paper puts forward a series of governance countermeasures, including improving the creative quality and aesthetic level, advocating positive and healthy creative ideas, accurately positioning and broadening the target audience, strengthening moral norms and social responsibility, establishing a strict content audit mechanism, and improving the regulatory system and industry self-discipline, etc. Through the implementation of these measures, it is expected to effectively curb the vulgarization of advertising content and promote the healthy and sustainable development of the advertising industry.
Key words: advertising content vulgar; governance countermeasures; creative quality; industry self-discipline
目录
摘要 1
Abstract 2
一、 绪论 4
1.1 研究背景和意义 4
1.2 国内外研究现状 4
二、相关理论概述 4
2.1 广告伦理与社会责任 4
2.2 低俗内容的界定标准 5
三、广告内容低俗化的问题分析 5
3.1 创意表现的庸俗化 5
3.2 目标受众定位偏差 6
3.3 信息传递的道德失范 6
3.4 行业监管与自律不足 7
四、广告内容低俗化的治理对策 7
4.1 提升创意品质与审美水平 7
4.1.1 倡导积极健康的创意理念 7
4.1.2 引入高雅艺术元素，提升内容格调 8
4.2 精准定位并拓宽目标受众 8
4.2.1 多元化市场调研，满足不同群体需求 8
4.2.2 强化青少年保护措施，避免不良影响 9
4.3 加强道德规范与社会责任感 9
4.3.1 建立严格的内容审核机制，确保信息正面 9
4.3.2 开展公众教育，提高社会对低俗内容的辨识力 10
4.4 完善监管体系与行业自律 10
4.4.1 更新相关法律法规，加大处罚力度 10
4.4.2 推动行业自律组织建设，形成良性竞争环境 10
五、结论 11
参考文献 12
