广告的“公地悲剧”现象探析+公地悲剧案例+原因对策 摘 要：通过广告来了解产品信息，从而做出购买的决策，已经成为当代人们的一种生活方式。但是在广告传播这片公地上，由于广告经营者追求自身利益的最大化，使用广告资源不加节制，广告行业内虚假信息泛滥，促使广告“公地悲剧”现象的出现。因而着重从造成广告“公地悲剧”的原因出发，分析广告行业运行体制缺乏相应的规范，广告从业人员素质参差不齐，消费者文权意识模糊等问题，并就此提出一系列的措施。提出完善广告行业的法制建设，强化广告行业从业者的自律意识，提升大众文权意识，注重广告的社会效益等，以期规避广告“公地悲剧”现象的发生，还人们一个健康、活跃、并且能够正确引导大众合理消费的广告环境。
关键词：广告；“公地悲剧”；现象；措施
Phenomenon Analysis about Advertising "Tragedy of the Commons"
Abstract: Understand the product information through advertising has become a way of life of contemporary people to make a purchase decision. But this piece of public ground advertising communication, advertising operators to pursue the maximization of their own interests, the use of advertising resources without restraint, the proliferation of false information within the advertising industry, prompting advertisement "tragedy of the commons" phenomenon. Which focuses on advertising from causing "tragedy of the commons" reasons, this paper analyzes the advertising industry to run the lack of appropriate institutional norms, advertising practitioners uneven quality, consumer rights issues such confusion and to make a series of measures. The paper puts forward to improve the legal construction of the advertising industry, strengthen the advertising industry practitioners self-awareness, raise public awareness of rights, focusing on the social benefits of such advertising, in order to circumvent the advertising "tragedy of the commons" phenomenon. Also we have a healthy, active, and can correctly guide public reasonable consumer advertising environment.
Key Words: advertising; "tragedy of the commons"; phenomenon; measure
目 录
摘 要 1
Abstract 1
一、广告“公地悲剧”现象的表现 2
（一）过度传播 公地资源浪费 2
（二）过度开发 侵占公共空间 3
（三）信息虚假 广告公信度降低 4
二、广告“公地悲剧”现象产生的原因 5
（一）内部机制不健全 外部监督缺位 5
（二）从业人员素质参差不齐 6
（三）消费者文权意识模糊 6
（四）经济利益对广告经营者的驱使 7
三、应对广告“公地悲剧”现象的措施 8
（一）加强广告法制建设 完善广告监管体制 8
（二）强化广告行业自律 加强广告文化建设 9
（三）提升大众文权意识 疏通文权途径 9
（四）注重广告的社会效益 10
参考文献 12,3196