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随着时代的发展和进步,广告也呈现出日益复杂多样的面孔。广告一方面在内容和形式上都有了很大的创新,创意手法和表现技巧都有明显的提高;但另一方面也存在不少问题,恶俗、劣质、违法广告泛滥。广告擦边球现象就是其中的典型。它利用法律法规的漏洞,屡屡得手,打得“高明”、打得“巧妙”,可称得上是游走在边缘地带的“高手”。新《办法》对于那些内容低俗,存在误导消费者导向问题的各类广告提出了明确禁止。这对于愈演愈烈的广告擦边球现象
With the development and progress of the times, advertising has also presented an increasingly complex and diverse face. Advertising on the one hand both in content and form have a lot of innovation, creative techniques and performance skills have significantly improved; but on the other hand there are many problems, vulgar, inferior, the proliferation of illegal advertising. One of the typical examples is the advent of billboards. It exploits the loopholes in laws and regulations, and often succeed, play “smart”, playing “clever”, can be regarded as walking in the margins of the “master.” The new “Measures” put forward explicit prohibitions on all types of advertisements that are vulgar and misleading consumers. This is for the ever-intensifying advertising rubble the ball phenomenon