论文广告新闻化现象评析 摘 要：近年来，由于媒体受众意识薄弱、行业自律缺失、市场竞争激烈、相关法律制度不完善等原因，媒体上出现了广告新闻化现象。目前，广告新闻化在报业里很盛行，危害也是多方面的，既欺骗和误导了消费者，也使媒体公信力下降，还造成广告市场混乱并损害法律权威等。本文以《大河报》为研究对象，对其新闻化的多个广告文本进行分析，指出其广告新闻化的原因，并有针对性地提出了应增强受众意识、加强行业自律，开展广告创新等建议，同时也希望有关部门完善立法来以更好地规范报业的广告行为。
关键词：广告；《大河报》；广告新闻化
Analysis on Journalistic Advertisement
--Take Dahe Daily as an Example
Abstract: In recent years, because of the lack of media audience awareness, lack of self-regulation as well as the tough market competition and the imperfect legal system, journalistic advertisement phenomenon appears. At present, journalistic advertisement is very popular in newspapering, at the same time there exist some harmful aspects such as deceiving and misleading the consumers, lowering the credibility of the media, causing the confusion of advertising market and damaging the authority of the law .This paper will take Dahe Daily as the research object, have an analysis of several advertisement texts, point out the reasons for journalistic advertisement and accordingly put forward some suggestions such as promoting the awareness of the audience, strengthening industry self-regulation and developing innovation of advertisement. Meanwhile, the relevant departments should perfect legislation to standardize advertising behavior better.
Key words:advertisement; Dahe Daily; journalistic advertisement
目 录
摘 要 1
Abstract 1
一、广告新闻化概述 2
（一）广告新闻化的定义 2
（二）广告新闻化的表现 2
二、《大河报》中广告新闻化产生的问题 3
（一）误导受众 3
（二）导致媒体公信力下降 4
（三）损害法律权威 5
（四）造成广告市场混乱 6
三、《大河报》中广告新闻化的原因分析 7
（一）媒体的受众意识薄弱 7
（二）行业自律缺失 7
（三）法律监管不力 8
（四）市场竞争激烈 8
四、广告新闻化的防范措施 9
（一）增强受众的防范意识 9
（二）加强行业自律 9
（三）完善立法 10
（四）加强广告创新 10
参考文献 12,3244