论广告的道德负面影响及其规范

9920039Sep.,2003105JournalofShanghaiUniversity(SocialScience)Vol.10No.5(200072)G206.3A1007-6522(2003)05-0099-05[1]“=+”“”“”2002-20-20(1971-)100“”[3]“”“100%”“”“”[4]“××”,,“”“”“”“”“‘’”[5]“62%”[6]“”101,,“”“”,,,,,,,,,,,,,,,,,,“‘’”[7]“”“”“”“”“”“”1021/4“”“”12“”[8]1“”23“”103“”[9][1].[J].,2001,(8):11.[2]LynneSharpPaine,“ChildrenasConsumers:theEthicsofChildren’sTelevisionAdvertising.”N.CraigSmithandJohnA.Quelth.Ed.,EehicsinMarketing.[M].BurrRigde,IL:RichardD.Irwin,1993.686.[3]CalabSoloman,“GasolineAdsCanceled,lackofTruthCited,”[J].TheWallStreetJournal,July21,1994,B1.[4]ThomasE.Barry,“ComparativeAdvertising:WhatHaveWeLearnedinTwoLearnedinTwoDecades?”[J].JournalofAdvertisingResearch,March/April1993.19.[5]TorontoSchoolofTheology.(1972),TruthintheAdvertising:Asymposium[C].N.Y.:Harpe,22.[6].[M].:1999.231.[7].[M].:,1998.38.[8].:[J].,2001,(4):33.[9].[J].,1999,(1):45.Advertisements’sNegativeInfluencesinMoralityandTheirStandardizationCUIBin-zhen(SchoolofFilmArtandTechnology,ShanghaiUniversity,Shanghai200072,China)Abstract:Theinfluenceofadvertisementsissobigthattheyhavegonebeyondcommercialintercoursesandbecomepartofourlife.Especiallysomenegativeinfluenceinmoralitycauseourgreatconcern.Soitiscriticaltodiscussthecauseofformationforthisnegativeinfluenceandbowtostandardizethem.Keywords:Advertisement;morality;negativeinfluence;causeofformation;standardizingmeasures(