民国时期美国报纸广告伦理规范的引介与限度  

The Introduction and Limitation of American Newspaper Advertisement Ethical Standards in the Period of the Republic of China

作　　者：刘晓伟[1] Liu Xiaowei

机构地区：[1]华南师范大学新闻传播系

出　　处：《广告大观（理论版）》2020年第5期73-79,共7页Journal of Advertising Study

摘　　要：民国时期,报纸广告失范的现象比较突出。不良广告主要表现在虚假医药、色情、欺诈等方面。国人基于报纸的社会责任考量,对报纸广告提出了"广告伦理化"诉求,并将美国报纸广告选择性建构为恪守社会责任的典范,以供国内的报纸镜鉴。这些努力体现了国人力图通过"专业化"路径净化报纸广告,促进报纸广告健康发展的尝试。但国人在引介美国报纸广告伦理规范之时,带有消极的比较视野,引介者有意识的过滤了不利于建构美国广告伦理规范形象的信息,选择性美化美国经验,实际效用相当有限。During the period of the Republic of China,the anomie phenomenon of newspaper advertising was very prominent.Bad advertisements are mainly manifested in fake medicine,pornography,fraud,etc.Based on the social responsibility theory of newspapers,Chinese people put forward the appeal of ethicalization of advertisement for newspaper,and selectively constructed American newspaper advertisement as a model,so as to provide a mirror for domestic newspapers.These efforts reflected the attempts to purify newspaper advertisements through a"specialized"path,which can promote the healthy development of newspaper advertisements.However,when Chinese people started to introduce American newspaper advertising ethics standards,they held a negative comparative vision.The introducers consciously filter the information that is not conducive to the construction of the image of American advertising ethics,and selectively beautify American experience whose efficacy is really limited.

关 键 词：民国 不良广告 广告伦理 美国经验 

分 类 号：F713.8[经济管理—广告] K258[经济管理—产业经济]