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如同空气和水一样,广告也属于公有资源。在公有资源的使用上,经常存在过度使用、过量开发、污染严重等情况,具有“公地”性质的广告环境也在逐步恶化。由于参与使用广告资源的各方都希望自己的利益最大化,导致广告这块公地也在上演着种种悲剧。文章着重讨论了造成广告“公地悲剧”的四大“经济人”——广告主、广告公司、广告媒体和消费者各自扮演的角色,以及“悲剧”形成的原因,最后对广告“公地悲剧”现象的制止提出了具体措施。
Like air and water, advertising is also a public resource. In the use of public resources, there are often over-used, over-exploitation, serious pollution and so on, with “public land” nature of the advertising environment is also deteriorating. Because all parties involved in the use of advertising resources want to maximize their own interests, leading to advertisements in this piece of land are also staged a variety of tragedies. The article focuses on the “big four” “economic people” that cause the advertisement “tragedy of the commons” - the roles played by advertisers, advertising agencies, advertising media and consumers, as well as the causes of “tragedy” Finally, we put forward concrete measures to stop the advertisement “tragedy of the commons” phenomenon.