广告“话语”的性质——以美国广告业为例

On "Speech" of Advertising——Taking the American Advertisement for Example

广告是一种特殊的商业性话语。广告是广告主通过大众媒体发布关于商品或服务的"言论",这种带有自利倾向的话语,在自由市场体系中不仅是必要的,而且客观上具有某些"利他"的价值。因此在西方社会中,一方面,积极鼓励发布广告话语,保护广告主的话语权,期望通过广告话语的传播和竞争,使市场信息更透明,防止市场垄断,同时促进产品和服务质量的改进和提高,使消费者获得更多的利益。另一方面,政府的广告法规和行业的广告规章对广告话语信息进行了严格的限制,以防止广告话语之间的不正当竞争,以及对消费者和大众产生的各种误导和伤害。

Advertising is a special ＂speech＂ by which advertisers present the information about their products or services. Advertising, as a self-interested speech, is not only necessary for free market, and it is also other-interested objectively. In West society, on one hand, advertising speech is encouraged, and the right of advertising speech is protected by the Constitution. On the other hand, advertising is strictly regulated by the governments and various business associations in order to prevent the unfair competitions between the advertisers and any harm to consumer＇s interests.