Social Issues of Advertising pdf epub mobi txt 電子書 下載 2025

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圖書標籤:

• 廣告
• 社會問題
• 營銷
• 傳播學
• 倫理學
• 消費者行為
• 媒體研究
• 文化研究
• 廣告影響
• 社會責任

Advertising is something which we are exposed to from a young age and which can affect us in many different ways. Centered around the question “Does advertising improve society?” this volume explores the impact and issues of advertising and questions its social responsibility, with a focus on Hong Kong society. The collection of essays offers a broad view of the interaction between society and advertising, from an introduction to semiotic studies, exploring the use of gender stereotypes to the employment of brand placement as a new form of product promotion.

　　Written by professors of advertising with experience from both within the industry and from international research, this is a senior level textbook designed to augment any studies in advertising, marketing, public relations or media studies.
 

作者簡介

Kara Chan

　　Kara Chan (PhD, City University of Hong Kong) is a Professor at the School of Communication, Hong Kong Baptist University. She worked in the advertising business and as a statistician for the Hong Kong Government before she moved into academia. Her research areas are cross-cultural consumer studies and health communication. She has published seven books as well as over 140 journal articles and book chapters. She was a Fulbright scholar at Bradley University, Illinois as well as a Visiting Professor at Copenhagen Business School, Aarhus University and Klagenfurt University. Her journal articles have won five Emerald Literati Network Awards for Excellence. She received awards for Outstanding Performance in Scholarly Work at Hong Kong Baptist University in 2006 and 2014.

1.An Overview of the Indicators of Advertising Performance 2.The Hong Kong Advertising Scene     
3.Meanings of Creativity among Advertising Practitioners     
4.Branded Contents: Public Attitudes and Regulation
5.Controversial and Offensive Advertising     
6.Advertising Regulations in Hong Kong     
7.Personal Loan Advertisements in Hong Kong: A Semiotic Study
8.Gender Portrayal in Advertising     
9.Responses to Gendered Advertisements     
10.Children and Advertising     
11.Advertising Medical Services     
12.Advancing Social Causes through Video Games     
13. Political Advertising and Public Service Advertisements
 

序

　　Advertising has become a part of our daily lives. Whenever people learn that I teach advertising, they always have something to say on the subject. Some people recall advertisements they found interesting or sometimes they share a story of how an advertisement impacted them emotionally. Once, a sales agent shared with me a Thai commercial about a handicapped girl struggling for success, and told me that whenever he felt down or stressed at work, he would watch the commercial to gain encouragement.

　　This book is a textbook designed for a senior level course about advertising and society. The basic question that we ask is: does advertising improve society? This question is especially relevant for students who intend to pursue careers in advertising, marketing or public relations. We want our students to be aware of the social impact of advertising. The knowledge and the attitudes they gain through a deep understanding of the social responsibility of advertising will prepare them to be ethical communicators.

　　The chapters in this book cover the major social issues of advertising, from the perspectives of advertisers and marketers, as well as consumers and special groups such as children and youth. The first two chapters provide a framework of the advertising production system. Chapter 1 introduces various indicators that measure the performance of advertising messages through production, distribution and reception. Chapter 2 discusses market trends as well as the economic and social environment in which advertising operates. Chapter 3 explains advertising creativity from the perspective of practitioners. Chapters 4 and 5 focus on branded content and controversial advertising. In order to communicate effectively with consumers, advertising can touch on controversial issues or images; consumers’ responses to these forms of advertising are elaborated upon. Chapter 6 discusses the regulation of advertising in Hong Kong and the ethical issues involved. This chapter is useful for practitioners to learn how to stay within legal and ethical boundaries when creating advertising messages.

　　In exploring society’s reaction to advertisements it becomes apparent that they carry symbolic meaning. Chapter 7 elaborates on the use of semiotic analysis in exposing the deeper meanings embedded in advertisements. Three personal loan advertisements were selected to illustrate the process. Chapters 8 and 9 deal with the criticism that advertising enhances gender stereotypes. Chapter 8 reports a content analysis of the portrayal of women in magazine advertising, while Chapter 9 examines a qualitative study of how young people respond to the characterization of women in advertisements. Through these two chapters, readers will learn how advertisements may enhance certain stereotypes. Content analysis methodology can be used to analyze other stereotypes regarding minority groups. Chapter 10 focuses on children’s understanding of advertising and in particular public services advertisements. Recent empirical evidence of children and advertising are presented. Many social marketing campaigns attempt to influence the attitudes and behavior of children and youth; in this chapter, readers will learn about persuasive skills used to target younger generations.

　　The last three chapters deal with more specialized areas of advertising. Chapter 11 examines the advertising of medical services. Before 2008, medical doctors in Hong Kong were not allowed to advertise, but a change in their code of practice has allowed them to advertise in print media. This chapter discusses the results of a public opinion survey about beliefs regarding the advertising of medical services. This can provide a foundation for future policies on the advertising of medical services. Chapter 12 investigates how video games can be used to promote health communication. As many young people nowadays play video games, this could be used to advance social causes such as health. Chapter 13 examines public service advertisements in Hong Kong. With free airtime, the Hong Kong SAR government is a prominent advertiser of social causes; the strategies they use are investigated in this chapter.

　　Most of the contributors to this book are teachers of advertising and marketing in Hong Kong. I am blessed to be able to bring together their expertise to serve our teaching needs. I am grateful to Mr Edmund Chan of City University of Hong Kong Press for his support and insightful comments. I would also like to thank Ms Joanna Pierce, Mr Laying Tam and Mr Dickson Yeung for helping us in editing the manuscript. I dedicate this book to the students at Hong Kong Baptist University. Their eagerness to learn and participate in classroom discussion fuels our teaching and learning journey.
 

Advertising, as a form of communication, has a process which is very similar to that described in the traditional human communication model (Arens et al., 2013). In the traditional human communication model, there are a total of six components: the source/sender, the encoding process, the message, the channel, the decoding process and the receiver (Peter and Olsen, 1994). Applying this model to advertising communication, the source is equivalent to the advertisers/creatives who are involved in the creation and production of advertising and promotional messages (the encoding process). These advertisements and commercials (the message) are then carried by different advertising media (the channel) to the general audience/consumers (the receiver) who may actively and/or passively engage in the interpretation exercise (the decoding process). Therefore in analyzing the effectiveness of advertising communication, we can focus on examining three key indicators: the production, the distribution and the reception (Chan and Lee, 1992). This chapter centers the discussion around these indicators in order to reveal the big picture of advertising communication in Hong Kong.
 
Production of Advertising Messages
 
Advertising production can be measured by examining three areas. The first indicator of productivity is the investment in advertising production; this can be seen in the level of advertising expenditure in different commercial sectors. The second productivity indicator is the capability of advertising production which is reflected by the manpower engaged in the advertising industry. The quality of advertising production represents the third productivity indicator.

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這本書給我帶來的閱讀體驗，可以說是一種意想不到的“解構”。我原本以為會看到的是對廣告“是什麼”的宏觀論述，但實際閱讀過程中，我卻感覺像是被帶入瞭一個精心設計的迷宮，每一頁都充滿瞭細枝末節的觀察和分析。作者仿佛是一位經驗老道的偵探，對廣告的每一個像素、每一句口號都進行著細緻入微的審視。我尤其被它對廣告“語言”的研究所吸引，那些看似無意義的詞匯組閤，在廣告中卻能産生強大的情感聯結和購買衝動。書中對視覺元素的分析也十分到位，比如色彩的心理學應用，構圖的引導作用，甚至是模特的錶情和肢體語言，都被賦予瞭特殊的意義。它讓我意識到，廣告並非簡單的信息傳遞，而是一種高度復雜的符號係統，它通過隱晦的方式與我們的潛意識對話。這種深入骨髓的解析，讓我對廣告的“工藝”産生瞭全新的認識，也讓我開始反思，我們究竟是被廣告所“說服”，還是被它所“操縱”？

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這是一本極具“啓發性”的書。它並沒有給我現成的答案，而是通過提齣問題、引導思考的方式，激發我自身的探索欲望。我喜歡書中那種不迴避爭議、不懼怕挑戰的學術態度。它敢於觸及廣告領域中那些敏感而復雜的問題，比如廣告的倫理邊界，廣告對未成年人的影響，以及廣告與虛假信息的界限等等。這種敢於直麵問題的勇氣，讓我對作者的專業性和獨立性深感敬佩。它鼓勵我去獨立思考，去質疑那些習以為常的廣告現象，去形成自己獨特的見解，這對我來說，是一種寶貴的學習經曆。

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坦白說，這本書的閱讀過程，更像是一場關於“真相”與“幻象”的哲學辯論。我一直認為，廣告的主要目的是為瞭銷售産品，但這本書卻讓我看到瞭更深層次的東西。它探討瞭廣告如何構建理想化的生活圖景，如何將商品與幸福、成功、愛情等抽象概念聯係起來，從而製造齣一種“擁有即擁有美好”的幻覺。這種幻覺，不僅影響著我們的消費選擇，更潛移默化地塑造著我們的人生追求。書中對廣告中“承諾”的分析讓我印象深刻，那些看似誘人的承諾，背後往往隱藏著復雜的情感操縱和價值扭麯。它讓我開始思考，我們究竟是在購買一個産品，還是在購買一種被廣告所定義的“可能性”？這種對廣告本質的深入挖掘，讓我對自己的消費行為和價值觀産生瞭深刻的反思，也讓我更加警惕那些“美好”的錶象背後可能存在的陷阱。

评分☆☆☆☆☆

這是一本讓我“重新思考”的書。我之前對廣告的認知，大多停留在“推銷”的層麵，認為它無非就是一種商業手段。但這本書卻讓我看到瞭廣告背後隱藏的更深層次的社會功能。它探討瞭廣告如何參與到社會議題的討論中，如何通過其強大的影響力來塑造公眾輿論，甚至在某些方麵扮演著“社會塑造者”的角色。書中對廣告中“價值觀”的分析讓我印象深刻，廣告並非隻是推銷産品，它也在傳遞某種生活方式、某種道德標準、某種社會規範。這種對廣告“意識形態”的挖掘，讓我開始反思，我們所接觸到的廣告，究竟是在迎閤我們，還是在規訓我們？這種思考，無疑為我打開瞭一個全新的視角。

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這是一本讓我“意猶未盡”的書。雖然我已經讀完瞭它，但我感覺自己纔剛剛觸及到廣告社會議題的冰山一角。書中留下瞭許多值得進一步探索和思考的問題，也激發瞭我對這個領域更深入的興趣。我希望未來能夠讀到更多像這樣有深度、有廣度、有見地的關於廣告社會影響的書籍。這本書讓我認識到，廣告並非一個孤立的領域，它與社會、文化、心理、經濟等多個領域都緊密相連。它是一個值得我們持續關注和深入研究的重要課題，也正如這本書所展現的，它對我們的生活，對我們的社會，都具有深遠的影響。

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這本書帶來的，是一種“顛覆性”的體驗。它徹底改變瞭我對廣告的固有認知。我原本以為廣告就是簡單的“吆喝”，是直接的“推銷”。但這本書讓我看到瞭廣告的“藝術性”和“策略性”。它不僅僅是關於銷售，更是關於溝通、關於說服、關於情感。書中對廣告創意、廣告文案、廣告設計的深入剖析，讓我驚嘆於廣告從業者們的智慧和創造力。它讓我意識到，一個成功的廣告，往往需要高超的技巧和深厚的功底，它不僅僅是産品的信息傳遞，更是藝術的錶達和文化的載體。這種對廣告“藝術”層麵的挖掘，讓我對這個行業産生瞭新的敬意。

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這是一本讓我驚嘆於其“廣度”的書。我原以為它隻會聚焦於某個特定的廣告領域，比如電視廣告或者平麵廣告，但它所涵蓋的範圍之廣，遠超我的想象。從傳統的媒體廣告，到新興的網絡廣告，再到社交媒體上的“軟植入”，以及那些滲透到我們日常生活中的各種形式的廣告，書中幾乎無所不包。作者似乎擁有一個敏銳的觸角，能夠捕捉到廣告領域最前沿的動態和變化。它讓我看到瞭廣告如何在不同的媒介平颱上，以不同的策略來吸引我們的注意力，並最終影響我們的購買決策。這種全景式的視野，讓我對廣告這一行業有瞭更加全麵和立體的認識，也讓我對廣告的未來發展趨勢産生瞭更濃厚的興趣，思考它將如何進一步融入我們的生活，甚至改變我們的生活方式。

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這本書，我得說，剛拿到手的時候，我對它充滿瞭期待。廣告，這個在我們生活中無處不在的東西，它的社會影響究竟有多大？它如何塑造我們的消費習慣，又如何悄無聲息地影響我們的價值觀？這些都是我一直以來都很好奇的問題。我原本設想，這本書會深入剖析廣告背後那些隱藏的心理學原理，揭示它如何利用人類的欲望、恐懼和渴望來達到營銷目的。我期待它能探討廣告如何將消費主義推嚮極緻，製造齣虛假的流行，迫使人們購買那些並非必需品的東西，從而加劇社會的不平等。也許還會分析廣告中對特定群體（如女性、兒童、少數族裔）的刻闆印象塑造，以及這種塑造可能帶來的負麵社會後果。我還希望它能觸及廣告對媒體獨立性的影響，以及企業如何利用廣告預算來左右信息傳播的方嚮。想象中，這本書應該是一場思想的盛宴，能夠啓發我以更批判性的眼光看待周圍的一切。

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這本書的“前瞻性”讓我印象深刻。它不僅僅停留在對現有廣告現象的分析，更對廣告的未來發展進行瞭大膽的預測。書中對新技術在廣告領域的應用，如人工智能、大數據、虛擬現實等，進行瞭深入的探討。我看到瞭廣告如何變得更加個性化、智能化，如何更加精準地觸達每一個消費者。這種對未來的展望，既讓我感到興奮，也讓我對廣告的潛在影響産生瞭新的擔憂。它讓我開始思考，在未來，廣告將如何與我們的生活更加緊密地結閤，我們又該如何在這種日益智能化和個性化的廣告環境中保持清醒的認知和自主的選擇。

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這本書帶來的，是一種“沉浸式”的體驗。作者的寫作風格非常吸引人，仿佛是一位敘事大師，將那些看似枯燥的理論和案例，描繪得生動有趣。我感覺自己像是置身於一個巨大的廣告博物館，每一頁都展齣瞭不同時代、不同地域的經典廣告作品，並對其進行深入解讀。書中對廣告發展曆史的梳理，以及對不同文化背景下廣告差異性的探討，都讓我受益匪淺。我看到瞭廣告如何隨著社會經濟的發展而演變，如何反映齣不同時代的精神風貌。這種曆史的縱深感，讓我對廣告的社會角色有瞭更深刻的理解，也讓我認識到，廣告並非一成不變，而是不斷適應和影響著我們所處的時代。