浅析儿童广告弊端及解决策略.docVIP

PAGE PAGE 10 浅析儿童广告弊端及解决策略 摘 要：广告作为一种大众传播行为，是一种有责任的信息传递，儿童广告肩负的社会责任尤为巨大，虽然目前大部分儿童广告是健康向上的，能够承担它们应该承担的社会责任。但是，儿童广告强大的广告效应以及广告优势吸引了越来越多的广告主的关注，有相当一部分广告主和广告商只注重经济利益，忽视了其应该承担的社会责任，随之而来的是一些儿童广告中隐含着诸多消极、不健康的因素。这些不规范的儿童广告严重误导着少年儿童的思想观念、行为举止和语言规范。规范儿童广告既是家长的要求，也是社会主义精神文明的要求。本文把儿童广告的优劣点做了归纳总结，从而找出规范儿童广告积极健康的方法，即要深化体制改革，建立健全儿童广告法律法规；完善广告审查制度，加强执法力度，提高对广告业的管理水平；增强广告主的社会责任感；加强行业自律和社会监督；加强人才培养以及净化媒体经营环境。 关键词：儿童广告；儿童；误导 Qingmeizhujiu ads on children Abstract:Advertising acts as a mass communication is a responsibility of information transmission, childrens advertising is particularly great social responsibility,although most children are healthy and positive ads,they should be able to take social responsibility.However,a strong advertising effect childrens advertising and advertising advantage of attracting more and more the concern of advertisers,a considerable part of the advertisers and advertisers only pay attention to economic interests,ignoring their social responsibility should be assumed,followed Implicit in some children,many negative ads and unhealthy factors. These children do not regulate advertising seriously misleading the childrens ideas and concepts,behavior and language specification. Regulate childrens advertising is not only parents but also for the requirements of a socialist spiritual civilization. This paper,the advantages and disadvantages of advertising children do sum up to regulate childrens advertising to find a positive and healthy way,that is.to deepen the reform,establish and improve childrens advertising laws and regulations;perfect advertising review system,the establishment of social supervision mechanism; strengthen law enforcement the establishment of review bodies,increase penalties,improve the management of the advertising industry;enhanced sense of social responsibility advertisers;to strengthen self-discipline and social supervision; to strengthen personnel training and the cleaning media business environment. Keywords:children advertisi