Analysis On The Chaotic Phenomena Of Direct Response TV Advertisements In Present China

Direct Response TV is a kind of commercial service that is a combination of propaganda, organization and selling based on TV media. Direct Response TV advertisements are advertisements programs which are made and broadcasted for products promotion on professional Direct Response TV channels or other channels by concerned enterprises. However, at present, various chaotic phenomena appear in the field of Direct Response TV advertisements in China, for instance, falsehood of advertisement information, lack of artistic quality etc. The causes include that present advertisement administration system is not reasonable enough; the authorities are not effective, the concerned laws and rules are not complete; the personnel of TV media itself are short of professional spirit; the self-disciplines of advertisement industry and Direct Response TV industry are not satisfying. In this essay, the author illustrates how the TV media and TV industry are influenced by these chaotic phenomena, moreover, proposes solutions such as reform present advertisements to professional Direct Response TV channel, enhance the authorities' efficiency, establish the social supervision system strengthen the self-discipline of advertisement industry and Direct Response TV industry.