Research On Models And Strategies Of Advertising Regulation: Based On The Public Interest

Since 1990s, the advertising industry in China has been developing very fast and has become a very important industry. However, the illegal advertisements disturb the citizens'common life, and affect the harmonicity and stability for the society. These problems make it necessary and pressing to study the advertising regulation. The foreign researches are more mature and normative, but lack of the angle of views from China. Many Chinese researches remain on the stage of qualitative research, and the rare quantitative researches mainly focus on the partial game analysis of regulation behaviors. There is no research on advertising regulation performance.The paper compares six aspects of advertising regulation system in China, American, English, Japan, Canada, Korean, Singapore, Russia, France, Australia, Germany and New Zealand, and points out the direction for the advertising regulation in China, which makes up the research on this aspect in China.The paper introspects and sums up the theory of public interest. Then it presents the applicability of the theory of public interest to the advertising regulation and advances the advertising regulation model based on the theory of public interest, enriching the theory basis research on the aspect.We build the differential equation model for advertisement information diffusion according to three kinds of conditions: the first one is the advertising model under the condition that the consumers have no rejection for advertisements; the second one is that the consumers have rejection but still accept the advertisements; the third one is that consumer reject the advertisement continuously. These three models can better explain the phenomena of unfair advertisements diffusion. We analyze the case of Harvedel ColeThe paper builds four kinds of game model aiming on the four aspects of advertising regulation. They are the game models between the main bodies in advertising activities and the government regulation department, the main bodies in advertising activities and the industry association, the main bodies in advertising activities and consumers, and among the main bodies in advertising activities, the advertisement examinant and the regulation department. By comparing the models, the paper analyzes the actual problems existing in the advertising regulation, and make suggestion for the regulation behaviors.We present the analysis method for regulation performance evaluation based on the Gray conjunction model, according to the actual characteristics of advertising regulation. We choose nine indexes and transform some qualitative indexes into quantitative ones, using the common mapping method in the Gray theory. We use the GR method to compare and compose the advertising regulation performance in eight provinces and the duchy cities in 2005. We find out the main factors affecting the advertising regulation performance from the index system, using the Gray target theory, and then present four kinds of patterns for to improve the advertising regulation performance.On the base of previous research, we also make suggestions for the amendment of the advertising law in terms of advertising rules, enforcement measures, onus probandi, and internet advertisements.