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广告业三大主体的关系中,媒体与广告行业的关系最为错综复杂,凭借垄断的行业地位及传播的话语权,媒体在获得了广告行业绝大部分收益的状况下,并未对这个行业的发展水平提高和行业地位提升作出应有的贡献。收益与责任的不对称,意味着行业秩序和规范的无力,意味着身处弱者地位的广告公司要捍卫广告专业价值尊严
In the relationship between the three major subjects of the advertising industry, the relationship between the media and the advertising industry is the most complex. With the status of monopoly industries and the power to spread the media, the media did not make any significant contribution to the development of the industry despite receiving most of the advertising industry’s revenue Improve the level and enhance the status of the industry to make its due contribution. Asymmetric benefits and responsibilities mean weakness in the order and norms of the industry, meaning that advertisers in the weaker position should defend the dignity of their advertising profession