简论明星代言虚假广告的危害及治理方案.doc

论明星代言虚假广告的危害性及治理方案
摘要: 近年来, “明星代言虚假广告”这一现象在社会上屡见不鲜,其出现不仅侵害了消费者的合法权益,毒化了社会风气,而且直接导致传播生态环境的恶化,构成了和谐社会建设的一大“顽疾”。本文旨在对这一有害现象进行分析和研究,主要针对该问题所造成的社会危害,提出相应治理对策,并呼吁社会相关部门对此问题造成的社会危害性进行把握控制,完善相应的管理体系,以此来净化传播环境,促进广告业健康发展。
关键词:明星代言;虚假广告;社会危害;治理方案

Star Speak Of The Danger Of False Advertising
And Governance Programmes
Name: Wang Jie ;Instructor: Guan Ni
Abstract: In recent years, "Stars speak false advertising" of this phenomenon is not mon in society, there is not only a violation of the legitimate rights and interests of consumers, poisons the social atmosphere, and directly leads to the deterioration of the ecological environment spread, it is a major "cancer "to building a harmonious society. This paper aims to the analysis and research of this harmful phenomenon, finding out its harm to society, proposing some countermeasures, calling on the relevant departments to seize and control the social harm on this issue, improve the corresponding to coordinate of management system , in order to spread clean environment and promote the healthy development of the advertising industry.
Key words: Star speak;False advertising;Harm to society;Governance programmes


现代社会中,广告作为一种大众性的信息传播手段,维持与促进着人类社会的生存和发展;明星,作为有一定“公信力”的公众人物,与广告相结合,必然会增强传播力度,达到更优质的传播效果。但近年来,明星代言虚假广告,明星所代言的产品涉嫌欺诈行为的案件层出不穷,愈演愈烈,给消费者乃至社会造成了严重的负面影响,导致了传播生态环境的恶化。
因此,社会相关部门和有关人士应对此保持高度警惕,对“明星代言虚假广告”这一有害现象进行研究