基于经济意义的广告信用框架建构分析  

Analysis of advertising credibility based on economic terms

作　　者：姚杰[1] 

机构地区：[1]南京财经大学营销与物流管理学院广告系

出　　处：《广告大观（理论版）》2013年第6期48-53,共6页Journal of Advertising Study

摘　　要：信用在现代社会已发展成为一个包含社会伦理道德、经济、法律等多种内涵的概念,涉及伦理学、社会学、经济学、心理学、法学等多学科视野的研究范畴。本文从经济领域的信用构建理论研究出发,探讨了我国广告信用构建的理论研究范式,给出了广告信用的具体概念、基本构成要素及特征,并建立了广告信用构建的具体框架,对我国广告信用发展提出了建议。Credit in the modern society has devel.oped into a concept which contains of mul.tiple connotations of social. ethics, economic and law, etc. It is also involving mul.tidiscipl.inary studies of Descriptive Ethics, Sociol.ogy Economics, Psychology and Law. This paper embarks from the credit construction of theoretical, research in the fiel.d of economy, discusses the advertising theory paradigm of credit construction in our country, put forward the concept of advertising credit ,specific basic el.ements and characteristic, and set up advertising credit to the specific framework, proposed the devel.opment of advertising credit of our country

关 键 词：广告信用理论框架广告信用构建 

分 类 号：F713.8[经济管理—广告] F203[经济管理—产业经济]