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改革开放以来,广告业在服务生产、引导消费、推动经济增长和社会文化发展等方面,发挥出了十分重要的作用,其平均增长速度也远远超过了GDP的增长速度。然而,受经济利益的驱动,广告中的社会责任缺失现象屡屡发生,其表现形式也多种多样。本文从虚假广告、恶俗广告、名人广告、歧视广告和强迫广告等方面梳理了广告社会责任缺失的主要表现,分析了造成广告社会责任缺失的主要原因,最后从法制建设、行业自律、消费者觉悟,以及人文关怀等方面,提出了中国广告社会责任重塑的具体措施。
Since the reform and opening up, the advertising industry has played a very important role in serving the production, guiding consumption, promoting economic growth and social and cultural development, and its average growth rate has far exceeded the growth rate of GDP. However, driven by economic interests, the lack of social responsibility in advertisements often occurs and its manifestations are varied. This article analyzes the main reasons for the lack of social responsibility of advertising from the aspects of false advertisements, vulgar advertisements, celebrity advertisements, discriminatory advertisements and forced advertisements. Finally, from the legal system construction, industry self-regulation, consumer awareness , As well as humane care and other aspects, put forward the concrete measures of social responsibility remodeling of Chinese advertising.