摘要
植入式广告作为一种新兴的广告传媒形式,因法律缺位、监管无据而被严重滥用。以法律手段实现对植入式广告的社会控制,是维护电影、电视等传媒受体合法权益、提高社会文明程度、维系社会文明发展的根本方法。将植入式广告纳入法律调整的范畴,依法管理、监督植入式广告并使其维持适度是实现我国影视等产业以及广告业良性发展的基本途径。
As a new form of advertisement media,because of lack of law,groundless supervision,product placement was abused seriously.Through means of law,to control product placement was a basic means to maintain legal rights of such media audients as movies and TVs,improve the social civilization and maintain the development of social civilization.To include product placement into the category of the legal adjustment,manage by law,supervise it and make it moderate is the basic way to realize the benign development of such industry as film and video and advertisement.
出处
《福建行政学院学报》
2011年第2期91-95,共5页
Journal of Fujian Administration Institute
关键词
植入式广告
社会控制
法律规制
Product placement
Social control
Legal regulation
