取消报纸形象广告:利耶弊耶?

Is it Favorable to Cancel Newspaper's Image Advertisements or not?

针对《人民日报》等中央级报纸作出的“不再刊登形象广告”的决定,本文简要介绍了形象广告的变异过程及其在传媒中大行其道的原因,并着重指出“一刀切”的做法并不适合所有类型的形象广告,也不是最终的解决之道,而应将其纳入正规的广告经营中,按照《广告法》的有关规定,规范经营。对有偿形象广告应坚决取缔,对合法的形象广告应积极创造条件,让其健康发展。

Aimed at the central newspaper＇s decision of canceling image advertisements, this paper briefly introduces the change process of image ads and the reasons for their popularity, particularly points out that ＇denial of everything＇ doesn＇t fit all kinds of image ads and is not the final solution. What we should do is to put them into normal ad operation and to normalize their management according to relevant rules of Advertisement Law, We must cancel paid image ads and pave the way for legal image ads in order to develop them healthily.