媒体上刊载的商业广告如果不顾社会道德准则,只一味片面地追求吹嘘所宣传产品的“神奇”效果,起码是一种对社会不够负责任的态度。若只无来由地“煽火”,那只会陡增人们的反感,对媒体和商品都只会导致形象眨低、信誉受损。笔者谨此就这类广告现象试举几例:其一,某报载一家大超市搞促销登广告:在限定的时间内顾客在鱼池中捞到的鱼每条一元钱。这个很具诱惑力的优惠引来了大批 Disregarding social morality, the commercial advertisements published in the media only blindly seek to boast of the “magical” effect of the propaganda products, at least not being socially responsible. If there is no reason to “incite fire,” it will only increase the people’s resentment. For the media and commodities, it will only result in the image being blinked and the credibility damaged. I would like to cite a few examples of this type of advertising phenomenon: First, a newspaper carrying a big supermarket to advertise a promotion: In a limited time customers fish in the fish pond every dollar. This very attractive offer attracted a large number