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一、问题的提出和调研方法近些年来,发生在地方尤其是农村地区的一系列虚假广告案件,不断通过新闻报道进入人们的视野。很多人由于相信了电视上的广告宣传而购买了某种产品,但是最后却没有得到广告中所宣扬的效果,有的甚至因此而破产或丢掉性命。我国县级电视台的广告播出状况到底是什么样子?大量广告在为县级电视台带来丰厚资金的同时还存在着什么问题?造成这种状况的原因是什么?笔者对这些问题进行了调查和研究。我们采取实地考察和个案访谈相结合的方法,以河北省10县市为对象进行调查研究,以求达到解剖麻雀之效。具体方法如下: (1)2005年6月底,确定河北省共有县级电视台101家。(2)根据随机抽样原则选取其中的10家电视台作为样本,自2005年7月1日至12月31日选派记录员考察其所播放的广告,一名记录员负责记录一个样本的广告播出情况。(3)每名记录员每
I. Problems Raised and Research Methods In recent years, a series of false advertising cases occurred in localities, especially in rural areas, continuously penetrating people’s eyes through news reports. Many people buy a product because they believe in the advertising on television, but in the end they do not get the effect proclaimed in the advertisement, and some even bankrupt or lose their lives. What is the status of advertisements broadcast by China’s county-level television stations? What are the problems that large amounts of advertisements bring to the county-level television stations while still having huge amounts of money? What are the reasons for this situation? The author conducted a survey on these issues the study. We adopted a combination of field investigation and case interview to investigate and study the 10 counties and cities in Hebei Province in order to achieve the effect of dissecting sparrows. The specific methods are as follows: (1) At the end of June 2005, there were 101 county-level television stations in Hebei Province. (2) Based on the principle of random sampling, 10 of them were selected as samples. From July 1, 2005 to December 31, 2005, the recorder was selected to examine the advertisements broadcast by him. One reporter was responsible for recording the broadcast of one sample Happening. (3) per recorder