规制插播商业广告维护受众权益  

On the Protection of Public Interests by Rule-Interpreting Commercial Advertisements

作　　者：曹立波[1] 

机构地区：[1]长春理工大学学报编辑部,吉林长春130022

出　　处：《长春理工大学学报（社会科学版）》2010年第6期40-41,共2页Journal of Changchun University of Science and Technology（Social Sciences Edition）

基　　金：吉林省社会科学基金项目(2009B120)

摘　　要：插播商业广告是媒体广告发布行为中常见的做法。插播商业广告的滥用给受众带来了精神上的侵扰,成为受众异常反感、厌恶的做法,是对受众在精神上的绑架和权益的侵犯。滥用插播商业广告的原因有经济利益的驱使,法律监管和行政监督不力及媒体的社会责任感不强、自律不够等方面的原因。要想制止插播商业广告的滥用,规制其发布行为,就要切断媒体对广告依赖的经济链,加强相关立法和行政监管,增强媒体自身的责任意识,以维护受众和社会的权益,这其实也是媒体获取长远利益所应遵循的。The abuse of interrupting commercial advertisements brings spiritual intrusion to the audience and thus becomes a very boring and disgust action viewed by the audience.The reasons of abusing interrupting commercial advertisements are as follows： the driving of economical interests,weak legal supervision and administrative supervision,weak social responsibility and insufficient self-discipline and etc.To stop the abuse of interrupting commercial advertisements,we should regulate the advertising issues,cut the economic links between media and advertising,and strengthen the relevant legislative and administrative supervision,enhance the consciousness of responsibility of the media self to protect the interests of society and audience.

关 键 词：商业广告 插播 规制 

分 类 号：C913.3[经济管理]