网络弹窗广告的主要类型、社会危害及其治理对策  

Main Types,Social Harms and Countermeasures of Internet Pop-up Advertisements

作　　者：黄洪珍[1] 罗定康 HUANG Hongzhen;LUO Dingkang(School of Humanities,Hunan University of Science and Technology,Xiangtan Hunan 411201,China)

机构地区：[1]湖南科技大学人文学院,湖南湘潭411201

出　　处：《长沙大学学报》2021年第1期34-39,共6页Journal of Changsha University

基　　金：国家社科基金一般项目“媒体融合背景下我国传统媒体的市场结构矛盾与供给侧改革研究”,编号:20BXW038。

摘　　要：互联网技术的迭代丰富了网络广告形式。其中,网络弹窗广告以一种强制的方式“霸屏”,充斥着暴力、色情、低俗等刺激性的内容,甚至进行虚假宣传,导致信息侵权,严重影响了人们的上网体验,扰乱了网络广告市场秩序,污染了网络环境,是当前亟待解决的一个重要问题。整治网络弹窗广告是一项系统性的重大工程,寻其源头,究其根本,多管齐下,才能整治不良弹窗乱象。The advancement of Internet technology has enriched the forms of online advertisements.Among them,online pop-up advertisements“cover the screen”in a compulsory way.The online pop-up advertisements are full of stimulating contents such as violence,pornography and vulgarity.It even conducts false publicity,which leads to information infringement.It needs to be solved urgently for it lowers people’s online experience,disrupts the order of online advertising market,and pollutes the online environment.Therefore,as a systematic project,to rectify the online pop-up advertisements should identify its origin and use different ways.This article analyzes several main types of online pop-up advertisements and the reasons for their proliferation,and then proposes a solution.

关 键 词：网络弹窗广告 信息侵权 市场秩序 网络广告形式 

分 类 号：F713.8[经济管理—广告] D922.294[经济管理—产业经济]