广告社会责任及评价——基于广告主的视角

摘要

The social responsibility of advertising has gradually become the focus of attention of scholars, but the study often take into account the advertisers, advertising agencies and the media and other parties bear the main and wide.As the leader of the advertising campaign, the specialized perspective of the advertisers is not much, more lack of quantitative evaluation of their responsibilities.Based on the relevant theories of corporate social responsibility, this paper analyzes the aspects of ethics, philanthropy, culture and other aspects of advertisers' social responsibility through typical cases, and the evaluation model is preliminarily developed to evaluate the performance of advertisers' social responsibility.%广告社会责任问题逐渐为学界关注,但研究往往兼顾广告主、广告公司及媒体等各方面承担主体而失之宽泛,对作为广告活动主导者的广告主视角的专门研究不多,更缺乏对其责任的量化评判.本文在借鉴企业社会责任相关理论的基础上,通过典型个案,重点分析广告主广告社会责任中伦理、慈善、文化等构成方面,并初步构建了评价模型,以利于评估广告主广告社会责任的履行.