On Social Control Over Advertisement's Communication In China

There are theoretical and practical implications in the exploration of social control over advertisement's communication in China. Advertisement's communication receives various effects and controls from its environment, which contains two aspects: advertisement's communication condition and general social condition. The latter can contain factors like economy, science, technology, culture, politics and law etc. while the former can include communication system, media, advertisement industry, the advertiser, the audience and the rival brand etc.elements.Basic characteristics of social control over advertisement's communication:No. 1 universality and identity,No.2 compellingness and class-interest,No.3 centrality and trans-personality, No.4 reliability and mutuality,No.5 multi-directionality and intersectionality.During the course of advertisement's activities, there exist five kinds of people having direct relationship with advertisement's communication and playing different roles, who include the advertiser, the advertisement manager, the advertisement publisher, the administrator, and the audience, and all participate to control the advertisement's communication from different dimensions.