CAJ | 학술논문

作为一种文化传播形式,网络广告是社会价值观念不断被传送、强化和公众接受社会文化教化的过程。目前网络广告呈现出多种价值取向,积极价值取向主要体现在弘扬民族精神和社会公德、张扬个性、鼓舞斗志,消极的价值取向体现为重利轻义思想严重、宣扬享乐主义、网络色情广告泛滥、挑战社会公德等,成为互联网世界中最不安定的因素之一。造成这些现象的主要原因是：部分广告主和网站经营者片面追求利益最大化、中国传统价值观与西方价值观的冲突、网络经济的发展与法律法规相对滞后的矛盾、行业规范的缺失与技术监控的瓶颈、从业人员缺乏道德素养与受众的主体意识退化等。
작위일충문화전파형식,망락엄고시사회개치관념불단피전송、강화화공음접수사회문화교화적과정。목전망락엄고정현출다충개치취향,적겁개치취향주요체현재홍양민족정신화사회공덕、장양개성、고무두지,소겁적개치취향체현위중리경의사상엄중、선양향악주의、망락색정엄고범람、도전사회공덕등,성위호련망세계중최불안정적인소지일。조성저사현상적주요원인시：부분엄고주화망참경영자편면추구이익최대화、중국전통개치관여서방개치관적충돌、망락경제적발전여법율법규상대체후적모순、행업규범적결실여기술감공적병경、종업인원결핍도덕소양여수음적주체의식퇴화등。
As a kind of cultural transmission form,the network advertising is a process in which social values have constantly been transferred,strengthened,and the public accept social and cultural enlightenment.Nowadays,the network advertisement presents a variety of value orientation.Positive value orientation is mainly reflected in carrying forward the national spirit and social ethics,making individual showing differently and inspiring morale;negative value orientation is embodied in material-oriented thought,widespread hedonism,flooding network pornography advertising,defiance of social morality,etc.,which have become the most unstable factors in the Internet.The main reasons are： some advertisers and website operator only pursue benefit maximization;traditional Chinese values of ethics and western values come into collision;laws and regulations about network fall behind the development of network economy;industry standards are not complete and technology monitoring bottlenecks exist;employees are not morally qualified and the audience＇s awareness degrades.