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通过各种传播媒介,我们都能不时耳闻目睹到大量的商业广告。在这其中,不乏一些内容真实、重点突出、形式新颖、语言精练,足以撩起消费者消费欲望的上乘之作。但也有很大一部分商业广告,或言过其实,哗众取宠,或面目陈旧,生硬滞涩,令人望而生厌。前者严重违背商业道德,其目的是为了坑骗消费者,从长远利益而言,只能是害人又害己的短期行为,也为《广告法》所不容;后者即便商品质量上乘却因广告宣传不当而明珠暗投,广告费支出与实际促销效果难以达到预期的目标。这样的广告,根本无法起到引导消费、刺激购买、扩
From time to time, we have witnessed a great deal of commercial advertising through various media. Among these, there are some superior content that is true, focused, novel in form and concise in language, enough to lure consumers’ desire to consume. However, there is also a large part of commercial advertisements, or exaggerated, grandstanding, or old-fashioned, stiff astringent, it is desirable and boring. The former is a serious breach of business ethics. Its purpose is to cheat consumers. In the long-term interest, it can only be a short-term act of victimizing oneself and harm oneself. It is also incompatible with the Advertising Law. Even if the latter is of high quality, Improper propaganda and Pearl dark cast, advertising spending and the actual promotion effect is difficult to achieve the desired goal. Such advertisements simply can not play a leading consumer, stimulating the purchase, expansion