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作为媒体传播内容组成部分的广告,应该承担其相应的社会责任,这包括道德责任、法律责任、经济责任、公益责任、教育(引导)责任等等范畴。本文以中央电视台的广告为例,具体分析了媒体广告应该如何承担其社会责任,更好地为受众、企业、媒体和社会服务;同时也说明了社会责任的承担,不仅能够使媒体更好地服务于公众利益,而且有利于形成媒体的公信力,建立媒体的品牌。
Advertising as an integral part of media content should undertake its corresponding social responsibility, including moral responsibility, legal liability, economic responsibility, public welfare responsibility, education (guidance) responsibility and so on. This article takes the CCTV advertisement as an example, and analyzes how the media advertisement should undertake its social responsibility and serve the audiences, enterprises, media and society better. At the same time, it shows that the social responsibility can not only make the media better Serve the public interest, but also conducive to the formation of the credibility of the media, the establishment of media brand.