“社会失范”这一概念,最初是由法国社会学家杜克凯姆所使用,他用此概念来描述社会生活中,当社会规范不力、彼此矛盾或规范缺失有效性时,在个人与社会中出现的混乱状态。这里借用“失范”一词来指称广告违法违德行为的种种表现,以及给社会生活造成的恶劣影响。我们在广告研究中引用这一社会学概念,一方面是为了强调广告 The concept of “social anomie” was first used by the French sociologist Dukekam, who used the concept to describe social life, when social norms, contradictions or norms lack effectiveness, personal and social In the chaos of the state. Here we use the term “paradox” to denote the various manifestations of illegal acts of moral hazard in advertising and the adverse effects on social life. We cite this concept of sociology in advertising research, on the one hand to emphasize advertising