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问题广告之所以难治理,在于没有系统弄清楚问题广告产生的原因。笔者试图用经济学观点,对广告运动涉及的四个主要经济人围绕广告利益产生的行为进行分析。行为有成本,如果通过不正当行为获取的收益明显大于为此所付出的成本,则经济人就会产生问题行为,问题广告的产生也是如此。然后,在此基础上,建议使用经济约束手段,调节问题广告行为的成本和收益,促使他们采取正当理性行为避免问题广告的产生。
The reason why problem ads are hard to handle lies in the fact that there is no system to find out why problem ads are generated. The author attempts to use economics point of view, the advertising campaign involving the four major economic people around the behavior of advertising interests. Behavioral costs, if the proceeds obtained through improper behavior is significantly greater than the cost of this, the economy will have a problem behavior, the problem of advertising is also generated. Then, on this basis, it is suggested to use economic restraint measures to adjust the costs and benefits of the problem advertising behavior and to urge them to take appropriate and rational behavior to avoid the problem advertisement.