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广告在其产生之初便与媒体关系紧密,因而广告变成为一种文化、信息、观念的载体。这种巨大的权力在广告传播信息的过程中,无不体现着强烈的价值观念,行为方式。现实中,不良广告的存在既污染了受众的视觉又污染精神环境,而其中危害较为隐蔽的一种广告是具有错误导向的广告,文章对错误导向广告进行了界定。未成年人作为广告受众一份子,是不可忽视的重要部分,因其特殊性往往会受到广告中错误导向影响。本文联系社会学、心理学、教育学领域对未成年人及广告中错误导向的研究,结合时下案例,总结分析我国现阶段广告出现错误导向对未成年人的影响。同时研究该现象引起表现突出的原因及提出了为改善的一些合理化建议。
Advertising at the beginning of its creation and the media close, so advertising has become a carrier of culture, information, ideas. This huge power in the process of advertising the dissemination of information, all reflect the strong values, behavior. In reality, the existence of bad advertisement not only pollutes the audience’s visual and pollutes the spiritual environment, but one of the more dangerously harmful ads is the wrongly-oriented advertisement, which defines the wrongly-oriented advertisement. Minors as an advertising audience, is an important part can not be ignored, because of its particularity is often subject to the wrong direction of advertising. In this paper, the author studies the research on the misconduct in minors and advertisements in the fields of sociology, psychology and pedagogy and summarizes the current cases of the wrong guidance of advertisements in our country on the minors. At the same time, it studies the reasons why this phenomenon caused outstanding performance and puts forward some reasonable suggestions for improvement.