论商业广告的危机与救赎方略  

On the Crisis of Commercial Advertising and the Solutions

作　　者：廖建国[1] 

机构地区：[1]福建商业高等专科学校新闻传播系,福建福州350012

出　　处：《莆田学院学报》2013年第6期63-68,共6页Journal of putian University

摘　　要：商业广告这一古老的行业在进入消费社会以后,在助长人们非理性消费上起了推波助澜的作用,同时其自身的经营策略的失误,导致商业广告在总体上存在伦理失范的问题,要摆脱当今受众拒绝姿态的危机,商业广告必须以理性、真诚、公益的救赎方略重塑自身形象。With the age-old commercial advertising entering the consumer society, irrational consumption was fostered. Meanwhile, the mistakes in the management strategy lead to the ethic disorder of commercial advertising in general. With the aim to break out the crisis of being refused by the audiences, commercial advertising should be reshaped with an image of rationality, honesty, public welfare.

关 键 词：商业广告 危机 伦理失范 救赎 理性 真诚 公益 

分 类 号：F713.841[经济管理—广告]