廣告創意的發想與限制

Thinking and Restriction of Advertising Creativity

當市場競爭激烈，產品要突破重圍獲得消費者的青睞，就要靠廣告的效果，然而，廣告除了使消費者獲得正確產品相關資訊外，亦可能被作為傳遞不實訊息的媒介，使消費者做出錯誤決策。本文的研究目的是說明廣告創意對於廣告的影響，並以公平交易法探討廣告創意的發想與限制。本文的研究問題是：是否需要對廣告創意進行限制，以確保企業之間的公平競爭並保護消費者權益。公平交易委員會訂定「對於公平交易法第二十一條案件之處理原則」，作為事業不得有虛偽不實或引人錯誤之判斷原則，但「創意」無法被具體化及量化，當創意廣告的效果成為行銷策略的主要因素時，企業的倫理道德和創意廣告的適法標準同為重要。
本研究以行銷組合4P說明廣告在消費行為及產銷流程中扮演的角色，再說明創意對於廣告的影響，並以公平交易法探討創意廣告是否觸法的衡量標準。本文的研究結論與研究貢獻是，引用風箏管理理論來說明創意並非毫無限制，尤其當創意成為廣告創作的基礎時，因其影響消費者的決定，需受現代社會法律與道德標準之限制，就如同放風箏，風箏無論飛的多高，仍有風箏線維繫著，而那條風箏線，即是道德和法律的規範。

When the market competition is fierce, products must rely on their Ad performances to gain consumers’favor. However, Ads enable consumers to get the correct information and be used for misinformation propagation. It can mislead consumers to make the wrong decisions. This study described the impact of creativity on advertising, using 21 of the Fair Trade Act to discuss whether creative advertisements violate the law. The research question of this article is whether restrictions on advertising creativity are needed to ensure fair competition between companies and protect the consumers' rights and interests. The Fair Trade Commission stipulates in Article 21 of the Fair Trade Act that companies must not transfer hypocritical or misleading information. As a result, it formulated“The 21st case processing principles”. It can be a valuable tool for judging“hypocritical”or“misleading,”but“creativity”cannot be materialized and quantified. When the effect of creative Ads becomes more critical for marketing strategy, corporate ethics, and creative advertising standards are equally important.
This study uses the marketing mix 4P to explain the role and function of advertising in consumer behavior, production, and marketing processes. It then described the impact of creativity on advertising, using 21 of the Fair Trade Act to discuss whether creative advertisements violate the law. The conclusion quoted,“The Kite Theory,”finally explains that creativity is not unlimited. Especially when imagination becomes fundamental to advertising creation, it influences consumers’decisions. Therefore, it should be restricted by laws and standards for society. As a flying kite, no matter how high the kite flies, there is still a string to it. The kite string is ethics and laws.