伦理学视阈下的中国公益广告研究

The research on Chinese public service advertising from the perspective of ethics

摘要:(摘要内容经过系统自动伪原创处理以避免复制,下载原文正常,内容请直接查看目录。)

公益告白成长至今还未有百年汗青,但公益告白曾经在各个方面影响着人们的生涯,乃至成了一个国度的文明标尺。它以其短小精干的表示情势和奇特新鲜的创意吸引着人们的眼球,并承当着流传文明,宏扬品德的任务,日趋遭到社会年夜众的存眷。笔者以为,公益告白以其人天性、非营利性、公益性、导向性等特点存眷着社会公益事业,施展着本身的社会功效和价值。但因为司法律例不健全,当局监管不力,实际滞后等缘由又使公益告白在本身的成长中涌现了一些成绩。要想处理这些成绩,一方面要慢慢健全公益告白司法系统,强化监视体系体例,增强行业自律,另外一方面要从伦理方面动手,展开全平易近品德教导,充足施展品德的感化。本论文一共分为五个部门,引言部门作为文章的第一章,提出了对公益告白停止研讨的主要性及其研讨的实际和理论意义。别的,对中国和本国的研讨近况、文章的研讨办法和立异的地方停止了综述。第二部门重要论述公益告白的涵义。公益告白以公益性、非营利性等分歧于贸易告白的固有特征与公益事业一路配合构建协调社会,它的美以真为基础,以善为魂魄,真善美在人类理论生涯的基本上到达了同一。第三部门,从责任论、德性论和功利主义的角度对公益告白的目标及价值停止剖析。第四部门引见公益告白在我国的成长状态。作为一个美妙的事物,公益告白生长进程中其实不是好事多磨的,它在我国成长强大的进程中涌现了一系列的成绩,本章归结了这一系列的成绩并深刻剖析其发生的缘由。最初阐述公益告白伦理的完成途径。经由过程以上几部门的剖析,在这一部门提出了完美公益告白成长的对策,即健全司法律例,强化监管体系体例,树立可连续成长的公益告白成长形式,并展开全平易近品德教导,进步平易近众的品德程度。

Abstract:

The advertisement growth has not yet been 100 years of history, but the advertisement has influence in each aspect of people's lives, and even became the ruler of a country's civilization. It by its short of competent said situation and new and strange ideas attracts people's attention, and to bear a spread civilization, disseminating moral task, are increasingly being the eve of the social public concern. I think that the advertisement to its nature, non-profit, public welfare, guidance and other concern with social welfare, play a social function and value of itself. But because of the judicial authorities and regulations is not perfect, lack of supervision, the actual reason and the lag of public service advertising has emerged some achievements in the growth of. To solve these problems, on the one hand to slowly improve welfare advertisement legal system, strengthen surveillance systems, strengthen the industry self-regulation, on the other hand to start from the ethical aspect, spread all over the plain in moral education, cast sufficient moral action. This paper is divided into five departments, the Department as the first chapter of the article, put forward the main research on the advertisement and study of practical and theoretical significance. On the other, China and domestic research status, the research methods and innovation of the review. The second sector important exposition of the advertisement meaning. Commonweal advertisement, with public, non-profit bisection discrimination in commercial advertising the inherent characteristics and public welfare undertakings all the way with the construction of social harmony, the beauty of it with reality as foundation, to the goodness of the soul, the true, the good and beauty in the career of human theory basically reached the same. The third sector theory, moral theory and utilitarianism from the perspective of responsibility, target and value of advertisement analysis. The Fourth Department introduced the advertisement in our country development status. As a wonderful things, the public service advertizing growth process actually is not a smooth sailing, it in China's growth strong in the process of the emergence of a series of achievements, this chapter summarizes a series of achievements and profound analysis of the reason of its occurrence. Originally described the way to finish the advertisement ethics. Through the analysis of the above several parts, in this department put forward countermeasures to perfect the public service advertizing growth, that is, the sound laws and regulations, strengthen supervision system, set up that can develop continuously is commonweal advertisement growth form, and all its citizens moral education and progress of plain of the public ethics.

目录:

内容摘要3-4
Abstract4-5
一、引言9-13
    (一)选题来源及意义9-10
        1. 选题来源9
        2. 选题意义9-10
    (二)研究综述10-12
        1. 国外研究现状10-11
        2. 国内研究现状11-12
    (三)研究方法及创新点12-13
        1. 研究方法12
        2. 创新点12-13
二、公益广告概述13-24
    (一)公益广告的内涵13-17
        1. 公益广告的界定13-15
        2. 公益广告的根基是真15-16
        3. 公益广告的灵魂是善16
        4. 公益广告的魅力是美16-17
    (二)公益广告的特征17-19
        1. 人本性——以人为本17
        2. 非营利性——不以盈利为目的17-18
        3. 公益性——为公众服务18
        4. 导向性——明辨是非,弃恶扬善18-19
    (三)公益广告与社会公益事业19-21
        1. 公益广告关注社会公益事业19
        2. 公益广告服务于社会公益事业19-20
        3. 共建和谐社会20-21
    (四)公益广告的社会功能21-24
        1. 公益广告促进社会发展21-22
        2. 公益广告弘扬民族传统22-23
        3. 公益广告关注现实生活23-24
三、公益广告的目的和价值的伦理分析24-32
    (一)公益广告的目的24-28
        1.公益广告目的的多种分析视角24-26
        2.当代社会公益广告的目的26-28
    (二)公益广告的伦理价值28-31
        1. 提高个人修养28
        2. 培养家庭美德28-29
        3. 提倡职业道德29-30
        4. 发扬社会公德30-31
    (三)公益广告的价值标准31-32
四、我国公益广告的发展状况32-38
    (一)我国公益广告的发展32-33
    (二)我国公益广告现存问题33-36
        1. 商业化严重33-34
        2. 表现手法粗陋34-35
        3. 以公益之名牟取私利35-36
        4. 其他原因36
    (三)我国公益广告现存问题的原因分析36-38
        1. 经济利益微薄36
        2. 商业目的的误导36-37
        3. 政府推进方式的单调37
        4. 大众传媒的尴尬37-38
五、公益广告伦理的实现途径38-47
    (一)完善公益广告法律体系38-39
        1. 建立统一、可操作的法律法规38
        2. 建立适合我国公益广告发展的社会责任分配制度38-39
    (二)强化公益广告监督体制39-40
        1. 发挥基层管理部门作用39
        2. 设立行业检测机构39-40
        3. 加强监督机构管理机关队伍建设40
    (三)建立可持续发展的公益广告运作模式40-43
        1. 借鉴国外公益广告模式40-42
        2. 我国公益广告运作模式的构建42-43
    (四)加强公益广告行业自律43-45
        1. 加强广告从业人员公民意识培养43
        2. 强化自身建设——广告协会43-44
        3. 转变政府在公益广告领域的职能44
        4. 建立行业自律法律规范44-45
    (五)开展全民道德教育45-47
        1. 提高公众社会责任感45
        2. 培养和谐的利益关系45-46
        3. 培育和谐的人际关系46-47
参考文献47-50
致谢50