商業(yè)廣告騙術(shù)治理探析.pdf

1、湖南大學(xué)碩士學(xué)位論文商業(yè)廣告騙術(shù)治理探析姓名：韓廣申請學(xué)位級(jí)別：碩士專業(yè)：傳播學(xué)指導(dǎo)教師：李正良20070430碩士學(xué)位論文 II Abstract With the development of the social marketing economy and people’s commercial mind becoming strong, advertisement has been an important way to com

2、municate commercial information. However, with the competition becoming keen, the advertisement is not properly used, and many advertisement tricks emerge. This brings great damages to the society. At present, the focus

3、of the educational world is the false advertisement, this study is necessary; however, it neglects the study of other kind illegal advertisement. Therefore, this paper focuses on the advertisement deceitful trick which r

4、esults of the illegal advertisement, then, it will provide a new way to solve the illegal advertisement problem. In the second part, this thesis analyses the definition and characteristic of deceitful trick and adverti

5、sement deceitful trick, and discusses the social harms of advertisement deceitful trick from microscopic aspect and macroscopic aspect. As a deceitful trick in advertisement, advertisement deceitful trick has its own cha

6、racteristic. In the microscopic aspect, advertisement deceitful trick does harms to consumers and the competitors, in the macroscopic aspect; it does harms to the economic order and the advertisement industry. Then, this

7、 thesis analyses the reason of the advertisement deceitful trick. In order to gain the sudden and huge profits, the advertisement host .the advertisement company and the media neglect the advertisement law, and the gove

8、rnment supervising and managing the advertisement doesn’t works well, besides, the relation between the government and the profession autonomy organization doesn’t goes well. The deep understanding of the advertisement

9、 deceitful trick’s function method, way and the implementation process are the key link to analyze the advertisement deceitful trick. According to the process of advertisement deceitful trick, this thesis tries to analyz

10、e how it functions. As to the function way, this thesis enumerates some, such as resorts to the fear, emotion induction, and benefit induction and so on. In a word, the advertisement host is the direct of the advertiseme