広告表現への批判と規制 (<特集>社会的コミュニケーション状況とメディア変容 : 法制・規制・批判の相互連関の視点から)
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概要
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This paper describes historical developments in both the official regulation of advertising by administmative means and the self-restraint of the advertising media which have resulted from the adverse criticism or critical evaluation of advertising. The method involves a descriptive treatment of interrelated casen in both America and Japan. To begin with, concerning "deceptive advertising and its regulation", the paper describes (1) the establishment of the American Better Business Bureau (BBB) and the Fifth Article of the Federal Trade Commission (FTC) Act in the United Soates, and (2) the dewelopments in Japan in the enactment of the "Law for the Prevention False Premiums and False Advertising". Following this, on the subject of "consumerism and the legitimacy of consumer information", the paper deals with (1) the severe movement to regulate advertising in the 1960's and 1970's-in particular with the drastic policies of the FTC symbolized by "counter-advertising", and their influence on Japanese consumer protection policy, and (2) with the increased obligations of advertisern in the area of product description. Concerning the "debate over advertising tax and the regulation or control of 'quantity'", the paper describes chiefly how, in Japan, the debate over "advertising tax" has been developed on the basis of arguments over "excessive" and "wasteful" advertising. Finally, the paper pursues the topic of the regulation of television advertising directed at children by focusing on the movement to criticize and regulate television as an advertising medium.
- 日本マス・コミュニケーション学会の論文
- 1989-04-30