电影植入式广告对受众权益的侵害及规制研究  

Research on product placement advertising in movies against the rights of audience and regulations

作　　者：张淑燕[1] 秦清清[1] 

机构地区：[1]东北师范大学传媒科学学院广告系

出　　处：《广告大观（理论版）》2012年第3期29-35,共7页Journal of Advertising Study

基　　金：教育部人文社会科学规划基金项目"植入式广告存在的问题及其预防;监管研究"的前期研究成果;项目编号为:12YJA860031

摘　　要：电影植入式广告作为新的广告传播形式,2008年以来在我国呈现全面爆发之势。在跨越式的发展进程中,由于参与主体的盲目、随意以及相应法律及监管机制的滞后导致问题频发,对受众权益的侵害现象尤为凸显。文章着重从受众权益视角对电影植入式广告存在的侵权问题进行了深入探究,并从法律、法规、行政监管、社会监管等角度提出了加强电影植入式广告的规制措施,以期有效维护受众的合法权益,同时也有利于促进植入式广告的良性发展。As a new advertising communication form, movie implantable advertising is developing very fast in China since 2008. In this rapid development, because the participation body is blind and freely and the corresponding legal and regulatory mechanism lag, lots of questions are caused, to make things worse, it highlights the audience rights damage. This article stresses on the investigation of problems existing in movie imp!.antabl.e advertising from the view of audience rights; also, it shows some standard measures on impl.antable advertising from the aspects of the laws, regul.ations and administrative supervision, social regulation in order to maintain the legal. rights of the audience. What＇ s more, it benefits for the heal.thy development of impl.antable advertising

关 键 词：电影植入式广告 受众权益 法律规制 

分 类 号：D922.294[政治法律—经济法学] F713.8[政治法律—法学]