中国市场误导广告的消极影响及对策

Negative Influence of Misleading Advertisements in China and Its Countermeasures

误导广告是一种特殊形式的违法广告,主要是通过虚假、模糊、示范、夸张、对比等手段误导消费者的消费行为、误导价值观、消费观和文字规范等,对社会和消费者个人都产生了较明显的消极影响。修订相关法律、严格执行现行相关法律、提高广告创作人员的从业素质、提高广大消费者的媒介素养,以及规范管理名人代言广告,是有效遏制误导广告产生的途径。

Misleading advertisement is a special form of illegal advertisements,which mislead consumers＇ consuming behaviors,values,consumption concept and language norms by means of deception,obscuring,demonstration,exaggeration,comparison,which obviously have a negative influence on both the society and the consumers.To restrain misleading advertisements,we can take such coutermeasures as amending the related laws,abideing by the laws strictly,improving the professional quality of advertisers,enhancing consumers＇ media literacy and standardizing celebrities＇ advertising endorsements.