China’s Advertising Regulation System Research

As the result of special hisitorical environments, China’s government-centered advertising regulation system has an important characteristic, that is, government-power-unified framework. On one hand, government power excludes social power, undirectionally create and sustain the oder of advertising industry; on the other hand, the balance between the public power and the private rights is broken, which leads government power expand without corresponding restriction, social rights be absent by being extremely compressed. China’s advertising regulation displays the characteristics of’big-state while small society’model.In the background of country and society overlap, or country covers society, public ownership guiding China’s advertising industry, makes ’danwei’be the operating pivot of China’s government-centered advertising regulation system. That’s to say, advertising operators, no more advertising maket players but assistants of government’s administration organization, operate just as a screw in the machine of advertising regulation system, to fulfill the public management by its private management. By this, China’s advertising regulation system successfully make the country directly contrl and manage the advertising industry, by mobilizing the whole people.With the starting and expanding of China Reform, especially with the establishment and development of socialism market system, the separation between state and society characterizes the China’s society. Because of the free resource and space outside the sytem, non-public ownership attains the high-speed development, overturns the guilding place of public ownership, erodes the operating pivot of China’s advertising regulation system, and makes it split up into ’two-pole-situation’, which forces the government to undertake all correspondence of advertising regulation while to fall into excessive, troublesome and triple things. On one hand, advertising being highly market-oriented while government being biased and rigid, leads the insufficience of government ability; on the other hand, rights awareness of advertising industry being gradually increased while government being still trammeled by its mandotry and self-serving administration, leads the running-off of government authority. The overlapping of the challenge and crisis leads China’s advertising regulation system on the verge of weak-state and weak-socity’model.The key to break the atresia of China’s regulation system is to re-build the ’strong-state and strong-society’ model of advertising regulation system, by government transit and advertising industry self-regulation on the basis of cooperataion and interaction between state and society. That’s to say, to re-build’strong-state’, by seperation of government power, contracting government functions, promoting government ability and re-shaping government authority; at the same time, to re-build’strong-society’, by returning powers to the advertising industry organization, which regulates the behaviors of its members while withstands the infringement of government.In all,’advertising government’must trasit to’advertising governance’, that is, advertising industry organization will play an important part into advertising regulation system, to effectively create the oder of advertising industry and promote the healthy and sustainable development of advertisng industry, by cooperating with the government.