摘要
数字、通信技术的发展促使新媒体广告成为广告业发展的引擎。自律在英国新媒体广告规制中占主导地位,旨在通过倡导伦理道德的自我约束,提高业界和用户的媒介素养并规范其相应行为。文章结合新媒体广告的发展现状,通过研究英国广告自律体系的构建过程,进一步探寻英国新媒体广告自律的内容、运作体系及其特点,从而为建立和完善我国新媒体广告规制提供参考。
The new media advertising is the engine of advertising business with the development of data and communication technology. The self-regulation, that improves the media literacy of advertisers and consumers, regulates their behaviors, and advocates self-discipline of ethics, is always a leading role of UK new media advertising regulation. This paper explores the contents, operations and characteristics of UK new media advertising self-regulation through studying its setup process so that the Chinese counterpart can learn from it.
出处
《编辑之友》
CSSCI
北大核心
2015年第10期107-112,共6页
Editorial Friend
基金
国家社会科学基金一般项目"新媒体广告规制研究"(12BXW047)
关键词
英国广告
广告规制
广告自律
UK advertising
advertising regulation
self-regulation
