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广告素养教育的目的旨在提高我国广告从业人员和公众科学认识、理性评价和正确使用广告的能力。广告素养教育对于维护消费者合法权益,提升广告传播公信力与效果,促进我国广告业健康发展具有重要现实意义。本文重点阐述了广告素养教育的多维价值及其推广困境,并提出我国广告素养教育的实施路径,即政府和教育机构将广告素养教育纳入学校课程体系,充分发挥新闻媒体在广告素养教育中的主导作用,广告行业协会组织积极地参与广告素养教育行动,成立专司广告素养教育研究与实施的社会行动组织,创新广告素养教育的方法与提高广告素养教育效果。
The purpose of advertising literacy education aims to improve China’s advertising practitioners and the public a scientific understanding of the rational evaluation and the proper use of advertising capabilities. Advertising quality education is of great practical significance for safeguarding the legitimate rights and interests of consumers, enhancing the credibility and effectiveness of advertisement dissemination and promoting the healthy development of China’s advertising industry. This article focuses on the multidimensional value of advertising literacy education and the predicament of its promotion, and puts forward the implementation of advertising literacy education in our country, that is, the government and educational institutions incorporate advertising literacy education into the school curriculum system and give full play to the dominant news media in advertising literacy education Role of the advertising industry associations to actively participate in advertising literacy education initiatives, the establishment of specialized research and implementation of advertising literacy education social action organizations, innovative methods of advertising literacy education and improve the effectiveness of advertising literacy education.