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在广告传播过程中,广告主、广告代理机构、大众媒介、广告文本、广告受众以及社会环境等各要素之间形成了非常奇特的传播生态系统。我国当前的广告传播中出现了一系列的广告生态问题:虚假广告充斥媒介,广告文本污染视域,广告法规执行不力,消费者维权无路等。本文尝试从传播生态学的视角分析广告传播中诸要素之间的矛盾冲突关系,并提出改善我国当前广告生态、促进其和谐发展的策略与方法。
In the process of advertisement dissemination, there is a very peculiar communication ecosystem between advertisers, advertising agencies, mass media, advertising texts, advertisement audiences and social environment. A series of advertising ecological problems have appeared in the current advertising dissemination in our country: fake advertising is full of media, pollution sight of advertising texts, ineffective advertising laws and regulations, and consumers’ rights are not protected. This paper attempts to analyze the conflict and contradiction between the various elements of advertising communication from the perspective of communication ecology and puts forward some strategies and methods to improve our current advertising ecology and promote its harmonious development.