20世纪90年代影视儿童广告考察  

A Survey of Advertisements for Children in Films and Television in the 1990s

作　　者：龙潜[1] LONG Qian(Southwest Culture Research Institute,Guizhou Minzu University,Guiyang,Guizhou550025,China)

机构地区：[1]贵州民族大学西南文化研究院,贵州贵阳550025

出　　处：《贵州工程应用技术学院学报》2022年第2期118-124,共7页Journal of Guizhou University Of Engineering Science

摘　　要：20世纪90年代,西方娱乐片作为广告活动的第一步,以一种“世界公平主义”的大文化色彩得以进入中国市场。影视儿童广告不顾伦理地以一种引诱的方式向儿童渗透,目的是向儿童灌输品牌印象,创造终身消费者。儿童通过影视大量接受广告信息已经对儿童正在形成的道德价值观念产生了比较恶劣的影响,其成长过程逐渐“异化”。其中折射出的文化蕴含及伦理危机,值得我们深思。In the 1990s, as the first step of the advertising activities, western entertainment films entered into Chinese market with a seemingly grand cultural flavor of world fairness. This kind of advertisements of films and television for children, regardless of ethic, influences them in a seductive way, which aims to deliver the brand impression to them and cultivate lifelong consumers.The advertising information accepted by children through massive films and television has caused adverse impacts on the moral values that children are developing, and their growth process is gradually alienated. The cultural implication and ethical crisis reflected in it deserve to be studied.

关 键 词：儿童 影视广告 消费 伦理 

分 类 号：J90[艺术—电影电视艺术] F713.80[经济管理—广告]