臺灣博碩士論文加值系統

　　中共自1979年改革開放以來，商業活動蓬勃發展，廣告行為也隨著市場需要而越來越多，故中共政府亦制定了許多廣告管制政策予子以規範。本研究關心中共與美國在廣告管制政策上的異同，擬藉本研突提供想在大陸從事商業活動者及我國設計廣告管制制度之參考。
　　本研究以「煙草廣告」的管制為個案，運用比較研究法去進行分析。參照Nail J.Smelser(1973)在比較研究方法論(The methodology of comparative analysis)－文的觀點，本研究偏向比較分析的動態分析(dynamic analysis)，本研究亦採用「建構類型法」(constructed typology)，提出概念模型。
　　在相關文獻的比較分析后，依Y. Dror所提出之分析模式，本研究有以下發現：
　　1.中共在管制政策的制定是公共政策中的菁英模型，是一種「命含型管制的體制」;而美國則為團體種型，是一重「競爭型管制體制」。
　　2.中美兩國的廣告管制政策比較分析顯示:在管制精神方面是一致的;但在意識型態、政策制定模式與政策執行上仍有許多差異不同。
　　3.中共的廣告自我管制機構的功能與執行能力有待提升，可以美國的成功經驗為借鏡。
　　4.中美對煙草廣告的管制是越來越嚴格，未來管制政策的發展值得再研究。

　　Since China adopted the reforming and open policy in 1979, commercial activities have been developing vigorously. The advertising industry is booming in pace with market needs. And the Chinese government has also formulated many corresponding advertising regulation policies. This thesis emphasizes on the differences in advertising regulation policy between U.S.A. and China. The main purpose is to supply reference for those who intend to engage in business on the mainland, as well as who make the advertising regulation policy in R.O.C.
　　This thesis takes the regulation on "tobacco ads" as an example, and analyzes by comparative study method. With reference to the argument of Nell J. Smelser in his (The Methodology of Comparative Analysis) (1973), this thesis lay particular emphasis on dynamic analysis. The constructed typology is also adopted and a conception model created.
　　After the comparative analysis of documents, according to Y. Dror's analysis model, the following points are discovered:
　　1. The making-out of regulation policy in China is an Elite Model in public policy, i.e. a kind of "commanding control system"; That of U.S.A. is a Team Model, 1. e. a kind of "competing control system".
　　2. The comparative analysis on advertising regulation policy between China and U.S.A. shows that they share in control target, but differ in the ideology, policy-making system and policy enforcing situation.
　　3. The function of china's advertising self-regulation bodies and their enforcing capacity should be improved. They may use the Successful experience, of U.S.A. in this regard.
　　4. Both China and U.S.A. have adopted increasingly strict regulation on tobacco ads. Further studying is needed on the development of regulation policy in the future.