广告传播的社会责任

Social Responsibility of Advertising Communication

社会责任是广告传播的题中应有之义,是广告主、广告公司和媒介社会责任的集中反映。广告的社会责任可以划分为三个层面,即基础层面、中级层面和高级层面,每个层面广告的社会责任又体现在不同的具体内容上。通过对央视一套节目黄金时段88则广告的分析,我们发现我国广告的社会责任意识总体来说比较淡漠,多数广告传播的社会责任只停留在基础层面,体现高级层面社会责任的广告并不多见。广告应该而且能够承担起更多的社会责任,尤其是高级层面的社会责任,这无论对受众、对广告主、对广告发布的媒介都能产生积极的作用。

It is necessary to communicate social responsibility in advertising. The social responsibility of advertising is the central manifestation of social res-ponsibility of corporation, advertising agencies and media. The social responsibility of advertising can be divided into three levels, namely, basic level, middle level and advanced level. The social responsibility of advertising in different levels is embodied in the different actual content. We found that the sense of social responsibility in ad- vertising is lack according to the research to the commercials in the prime hours of the evening of CCTV- 1. Most of the com- mercials just communicate social responsibilities in basic level, and the social responsibilities in advanced level are rarely seen. Advertising should undertake more social responsibilities, especially the social responsibility in advanced level. It will take active functions to the audience, advertiser and media.