【摘要】：隨著網(wǎng)絡(luò)廣告的迅速發(fā)展,與倫理相關(guān)的問(wèn)題不斷出現(xiàn)。主要原因是因?yàn)閺V告客戶和設(shè)計(jì)師受到商業(yè)利益的驅(qū)使,造成低俗、.虛假、反社會(huì)道德的網(wǎng)絡(luò)廣告層出不窮。加之法律法規(guī)的不完善、網(wǎng)絡(luò)媒體監(jiān)管不力等原因,使得以上問(wèn)題越來(lái)越嚴(yán)重。在這種局面下,網(wǎng)絡(luò)廣告中的倫理規(guī)范顯得極為重要。本文希望通過(guò)對(duì)網(wǎng)絡(luò)廣告設(shè)計(jì)倫理的研究,提高受眾對(duì)設(shè)計(jì)倫理相關(guān)問(wèn)題的意識(shí),關(guān)注設(shè)計(jì)倫理的思想,維護(hù)健康有序的網(wǎng)絡(luò)環(huán)境。同時(shí),提醒設(shè)計(jì)師在網(wǎng)絡(luò)廣告設(shè)計(jì)過(guò)程中,要有社會(huì)責(zé)任感,要以積極的思想引導(dǎo)受眾,把健康的理念注入設(shè)計(jì)作品中。對(duì)網(wǎng)絡(luò)廣告設(shè)計(jì)倫理的研究無(wú)論是對(duì)于實(shí)踐上還是理論上都有著及其重要的積極意義,這一理論的研究能夠幫助設(shè)計(jì)師建立正確的道理標(biāo)準(zhǔn)和設(shè)計(jì)倫理。 本文是從多角度、多學(xué)科對(duì)網(wǎng)絡(luò)廣告設(shè)計(jì)倫理進(jìn)行研究。著重分析了網(wǎng)絡(luò)廣告設(shè)計(jì)倫理的失衡現(xiàn)狀及表現(xiàn),并提出了網(wǎng)絡(luò)廣告?zhèn)惱硎Ш鈫?wèn)題的解決方法。同時(shí),針對(duì)全球化背景下的網(wǎng)絡(luò)廣告?zhèn)惱碚归_(kāi)了新思考。
[Abstract]:With the rapid development of online advertising, ethical issues continue to appear. The main reason is that advertisers and designers are driven by commercial interests, resulting in vulgarity. False, anti-social moral network ads emerge in endlessly. In addition, the imperfect laws and regulations, network media supervision and other reasons, make the above problem more and more serious. In this situation, the ethical norms in network advertising appear to be extremely important. This paper hopes to improve the audience's awareness of design ethics, pay attention to design ethics and maintain a healthy and orderly network environment through the research of network advertising design ethics. At the same time, it reminds designers to have a sense of social responsibility in the process of online advertising design, to guide the audience with positive ideas, and to inject healthy ideas into the design works. The research on the ethics of online advertising design is of great significance both in practice and in theory. The research of this theory can help designers to establish the correct standard of truth and design ethics. This article is from the multi-angle, the multi-discipline carries on the research to the network advertisement design ethics. This paper analyzes the current situation and manifestation of the ethics imbalance of network advertisement design, and puts forward the solution to the problem of network advertisement ethics imbalance. At the same time, in view of the globalization background network advertisement ethics has launched the new thought.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J524.3;B82-05

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