“失语”、“失范”:媒体广告的现实困境

On the Dilemma of the Mass Media for Poor-quality Advertisements

在问题广告频出的态势下,大众媒体在社会公众心目中的声誉和公信力显然正面临严峻的考验。除了广告表现上缺乏创意、制作粗糙,低俗无聊,广告运作上违规现象也是从内容到形式五花八门,无所不包。随着媒体竞争的进一步展开,媒体品牌及其市场声誉将成为媒体竞争力的主要内容,媒体自律意识将得到加强。

With the frequent emergence of poor-quality advertisements, the mass media is obviously being challenged for its fame and influence. Apart from the less creativity, simplicity and roughness, the vulgar and insignificance of advertisements are also nothing new in the mass media. There even exist various illegal phenomena from its endorsement to its publication; from its contents till the forms of expression, etc. All this needs correcting by way of the mass media抯 self-discipline if they want to establish their brands and fames in the market competitions.