基于外部性市场失灵的广告管制分析

On the Advertising Regulation of the Ads Externalities Led to Market Failure

广告的外部性导致了广告市场的失灵,它为政府管制的介入提供了理由。本文从经济学角度,分析广告的外部性现象,由此对广告市场的政府管制行为提供的理论,并基于广告外部性为广告管制提供初步的措施。

The externalities of ads lead to the failure of ads market,which provides a reason for government to intervent into the market. The thesis analyzes externalities phenomenon of of ads on economics, and the basis of the advertising market provides theoretical support to the government regulation, moreover, sets initial measures to the advertising regulation .