论文部分内容阅读
伴随着我国互联网和多媒体的快速发展,我国广告形式出现了多元化的态势,这直接冲击了传统的商业广告形态。正是在这样的背景之下,电视植入式广告应运而生,作为一种新型的商业广告形式,电视植入式广告给广告营销市场注入了新的活力。但与此同时,由于目前我国广告相关法律对于电视植入式广告的监管模式没有做出明确规定,导致电视植入式广告一直游走在法律法规的边缘。因此,需要对电视植入式广告进行法律规制,以促进电视传媒产业的健康发展。
With the rapid development of Internet and multimedia in our country, there has been a diversified situation in our advertising form, which has a direct impact on the traditional forms of commercial advertising. It is against this background that TV-embedded advertising came into being. As a new form of commercial advertising, TV-embedded advertising has injected new vitality into the advertising marketing market. However, at the same time, there is no explicit regulation on the regulation mode of TV-in-place advertising in the relevant laws of our country, resulting in that TV-in-place advertising has been walking on the edge of laws and regulations. Therefore, it is necessary to regulate the law of TV implanted advertisements so as to promote the healthy development of television media industry.