摘要随着我国市场经济的发展，广告成为企业宣传商品和服务，提高企业知名度的重要手段，在市场中占有不可替代的积极作用。与此同时，利用广告从事违法经营的行为也日趋严重，违法广告泛滥成灾，广告违法行为处于失控状态。因此，对于违法广告的现象研究必不可少，在此背景下，我的论文以“近年来我国违法广告现象研究”为课题，将对国内违法广告现象进行多角度、多层次的分析，包括违法广告的主要表现形式、危害和成因，并通过研究具体案例，提出切实可行的对策。82547

关键词  违法广告 虚假广告  广告主  媒体

毕 业 论 文 外 文 摘 要

Title           The Phenomenon of China’s Illegal Advertisement Research in Recent Years

Abstract With the development of market economy in our country, advertising becomes enterprises’ propaganda of goods and services and an important means to improve enterprises’ popularity, occupying an irreplaceable positive role in the market。 At the same time, the behavior of using advertisements in illegal business has become increasingly serious。 Illegal advertisements are overrun and illegal advertising behavior is in a state of out of control。 Therefore, the research on the phenomenon of illegal advertisement is necessary。 Under this background, my paper is named by " The Phenomenon of China’s Illegal Advertisement Research in Recent Years " ,which is to take a multi-angle and multi-level analysis of the phenomenon of illegal advertisements, including the major form of illegal advertisements,the risks,the causes of illegal advertisements,then I will put forward the feasible countermeasures by studying specific case studies。

Keywords  illegal advertisement, false advertisement, advertisers, media

目   次

1    引言……………………………………………………………………………………… 1

  2    违法广告现象概述……………………………………………………………………… 2

2。1  违法广告的概念………………………………………………………………………… 2

2。2  违法广告的特征………………………………………………………………………… 2

2。3  违法广告的表现形式…………………………………………………………………… 2

3    违法广告的危害分析…………………………………………………………………… 5

3。1  损害消费者权益………………………………………………………………………… 5

3。2  扰乱了市场经济秩序…………………………………………………………………… 6