国外儿童广告管理的法律规制与道德调控——基于儿童本位思想的广告管理实践  

Foreign children＇s advertising management legal regulation and moral regulation -- Based on the thoughts of children standard advertising management practices

作　　者：张龙[1] 

机构地区：[1]西北大学新阐传播学院,西安710069

出　　处：《现代广告》2014年第21期50-55,共6页Modern Advertising

基　　金：本文系教育部人文社会科学研究青年基金项目“儿童广告的监管与法律规制研究”（13YJCZH248）;南京大学奥美创意研究院博士生研究项目：儿童广告监管的法律与道德调控（2013）阶段成果.

摘　　要：国外儿童广告管理实践的核心理念是文艺复兴运动中提出的儿童本位思想，管理制度主要由政府机构的法律规制和广告行业协会的自我道德调控两部分构成。本文介绍国外儿童广告管理系统的运作特征：有关政府机构的刚性管理、行业自律的柔性约束、法律规制的强制性及道德调控的灵活性构成了较为完善的管理模式和较为完备的管理制度形成了有效保护儿童权利的管理机制。国外儿童广告的管理经验对中国儿童广告管理具有借鉴的价值和意义。The core values of foreign children＇s advertising management practice is put forward in the Renaissance movement of children standard idea, system construction emphasizes respect children＇s nature, maintain the dignity and rights of children. Children＇s advertising management in foreign countries mainly through the legal regulating of the government agencies and advertising industry association of moral self regulation, government agencies, rigid management, flexible constraints of self-discipline, moral regulation, legal regulation of the mandatory and the flexibility of constitutes the operation characteristics of children＇s advertising management system, relatively perfect management mode and the comparatively complete management system to form the effective management mechanism to protect children＇s rights. China children＇s advertising and children＇s rights of children＇s rights and interests involved in the protection for the whole society attention increasingly, for Chinese children＇s advertising management, the significance of reference to the foreign children＇s advertising management experience and value.

关 键 词：儿童本位 儿童广告 广告管理 

分 类 号：F713.8[经济管理—广告]