Research On Anomie Of Television Commercial Broadcasting Ethics

Commercial TV advertising has achieved rapid development thanks to social and economic development and the progress of science and technology. TV advertisements, especially commercial TV advertisements, have become an integrated part of social economy and people's daily life. People are used to getting information through commercial TV advertisements, which plays an important role in spreading consumption concept, and leading the trend of consumption culture. Meanwhile, the adverse impact on social development and people's daily life caused by commercial TV advertisements is expanding, including deceptive advertisements, vulgar advertisements, and advertisements for children. This has also attracted great attention from the academic circle and the public. There are two reasons for this issue. First, there are always conflicts and games between commercial TV advertising and the TV media, who are two different interest groups. Second, the lack of communication ethics has plunged the commercial TV advertising into utilitarianism, and constantly caused ethical problems. Commercial TV advertising is now facing the dilemma of lacking communication ethics. This thesis analyzes the manifestation and reasons of lacking communication ethics in the commercial TV advertising in mainland China from the views of Mass Communication Ethics, Advertising, and TV theory, and on the basis of studying other researches made by scholars from home and abroad. It is also aimed to provide reference information for the study of advertising ethics and TV theories.The essay includes five chapters, the first chapter of which focuses on the television commercials. Television commercials have been universally criticized for its anomie of broadcasting ethics. The author analyzes the ethic anomie of commercials and refers to the theoretical and realistic significance of the research on broadcasting ethical anomie. Chapter 2 summarizes the researches on broadcasting ethical anomie of commercials and the definition on broadcasting ethics of commercials both at home and abroad, including the concerned researches on the mainland of China and in America, Europe, Japan and Hong Kong and Taiwan. It also discusses the history of commercials, the changes and commercial thoughts, and the principles the commercials should follow and its characteristics on the mainland of China. Chapter 3 deals with the various representations of the ethical anomie of commercial broadcasting on the mainland of China. The analysis lays great emphasis on false commercials, misleading commercials, vulgar commercials, news commercials, improper comparative commercials, commercials for kids and erotica commercials. Chapter 4 explores the causes of the ethical anomie of commercial broadcasting, which mainly includes inherent contradictions in the development of television commercials. Television commercials have the duality of both marketing and information broadcasting, while these two aspects have deep contradictions between each other. Besides, other reasons for the ethical anomie of commercial broadcasting contain the influence of external environment on commercials, imperfect laws and rules on commercials, unsound supervision of commercials, imperfection of commercial practitioners, and inadequate self-protection of the audience. Chapter 5 describes the countermeasures on dilemma of commercial broadcasting anomie. The suggestions are as follows:strengthening of concerned legislation, harmonious relations among supervision system, establishing public credibility of mass media, carrying out green commercials and green broadcasting, practicing education on broadcasting ethics and fostering commercial talents and promoting new commercial ethics and building people oriented commercial culture.