广告不仅是商品促销的手段,也承载着一定的道德和文化意义。本文所指负面广告是指含有虚假、庸俗、享乐、奢靡等诸多不良价值取向,对社会产生潜移默化负面影响的广告,包括了违法广告、虚假广告和低俗广告。这些广告尽管表现形式不同、危害程度不同、追究标准不同,但都有悖于媒体职责与使命。广告作为广播电视节目体系的主要组成部分,每天约占三分之一的播出比重,对受众产生巨大影响力,这就要求媒体必须像抓新闻宣传质量一样,抓好商业广告的 Advertising is not only a means of product promotion, but also carries a certain moral and cultural significance. This article refers to the negative ads that contain false, vulgar, pleasure, extravagance and many other negative value orientation, the impact on society subtle negative ads, including illegal advertising, fake ads and vulgar ads. Although these advertisements have different manifestations, different degrees of harm and different standards of conduct, they all run counter to the media’s duties and mission. As the main component of the radio and television program system, advertising takes up about one-third of the broadcast daily and exerts a great influence on the audience. This requires that the media, like the quality of publicity, must pay attention to the commercial advertisement