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广告产品类属于传媒产品,它所追求自由、多元、公正的目标和所具有的公共领域流通的功能构成其需要国家干预的特有的理论基础。对应地,我国现行《广告法》着力于对广告主体、广告内容、广告传播媒介等进行了修订和补充。立法体现为对广告主体资格的限制趋缓、强调广告内容的道德传播功能、限制大众传媒播发广告的时间。
The category of advertising products belongs to media products. Its pursuit of the goals of freedom, pluralism, fairness, and the public sphere’s function of circulation constitute its unique theoretical basis for state intervention. Correspondingly, China’s current “Advertising Law” focuses on the revision and supplementation of advertising subjects, advertising content, and advertising media. Legislation is reflected in the slowdown of restrictions on the qualifications of advertising entities, the emphasis on the moral communication function of advertising content, and the limitation on the time for mass media to broadcast advertisements.