厶告治理研究的主要议题及理论前沿  

The Main Issues and Frontier of Research on Advertising Governance

作　　者：李明伟[1] 董蕾[2] 

机构地区：[1]深圳大学传播学院副教授,深圳,中国,518060 [2]西南政法大学博士后流动站,重庆,中国,404100

出　　处：《现代广告》2013年第12期18-25,11,共9页Modern Advertising

基　　金：基金来源：国家社科基金2011年青年项目（11CXW032）、中国博士后科学基金第51批面上资助项目（2012M511895）研究成果之一.

摘　　要：本着推动我国广告治理实践和促进我国相关学术研究之目的，本文重点选取商业言论的宪法保护、违法广告的认定标准、处罚措施的设计与应用以及广告自律的有效性等热点问题方面的研究进行梳理，发现国内外广告治理研究的主要议题大有不同。国外的研究队伍、方法、视角和议题都比较多元，而且研究的深度、系统性与规范性都远超国内。在文献梳理的基础上，本文提出我国既要加强对一些根本问题的深入、规范研究，比如广告的社会价值与法律地位，广告法律制度的具体适用与执行效果，也需敏锐洞察和跟踪研究广告业态的最新变化所引起的治理新题。The main research issues about advertising governance in some advanced countries, including constitutional protection of commercial speech, the standards of identifying illegal advertising, the design and applications of penalties and the effectiveness of advertising self-regulation, differ from ours. Meanwhile, their research teams, methods, perspectives and issues are far more diversified, and the deepness, systematicness and normativeness of their researches surpass ours. We should not only work more deeply and formally on such fundamental issues as the social value and law status of commercial advertising, the application, implementation and effects of the laws and the system, but also keep an insight into and explore the new goverance issues caused by the latest changes in the advertising industry.

关 键 词：违法广告 广告治理 网络广告 商业言论 

分 类 号：F713.8[经济管理—广告]