Analyze The Change Of The Media Responsibility And The Professional Ethic Of The Journalists By The Soft Advertisement

Soft advertisement is an important component of the creation of advertising, since soft text itself has the characteristics and advantages,which makes it a steadily increasing role in advertisement. With the increasing development of the market economy today,advertising acts as part of the news business gaining momentum."Soft advertisement" is in the nature of advertisement. Therefore , in it takes up the space and time of broadcasting, and it should not appear in news reports. But ,in fact, all "soft advertisements" are in the forms of broadcasting news reports,regardless of whether the audience believe the predicament or not. Press advertisement,in essence,is the self-advertisement and self-propaganda posing as news universal value of the information (although sometimes with certain elements of news,However,the value of the news content is usually very low), the market acts posing as charity, individual advertisers put local interests posing as social and public interests,and the audience's are misled and deceived."Soft advertisement" which is part of the process of the Integrated Marketing Communication,as well as public enterprises is an important component. Using the news to spread advertisement is a powerful convincing. This paper is referred to the media to objective report in the forms of advertising,news media news reporters and editors, News reports are in the name of the advertising business and collect advertising fees paid news or behavior. Evidently,it is the advertisement,to have a news package, in the name of news coverage, advertising firms to them. Putting advertisement and other non-news and advertisement content of confusion,deception,deceiving,misleading the public. "Soft advertisement," there is a lot of interference on the media and public opinion and cause confusion. to the news media Metamorphosis of the news media's role in society. Making the news media by linking the promoters and audience just intermediary advertisers into the microphones,speakers,from the focus on the interests of the community on behalf of advertisers become party interests, fuzzy news and advertising limits leading to the audience of press crisis of confidence. Originally enterprises in the media to advertise their companies and products is understandable. However,as a "soft advertisement," It would be news and advertising together and forcibly "graft" so that both you and I separated. Making the news paper grown "freaks", and seriously damaged the reputation of the news,easily fuel irregularities. It enable paid news spread."Soft advertisement," the cost is hidden, the media reporter sell for personal gain or sell reports,dispatch,its costs are often lower than the same space, the cost of advertising time. Advertisers often pay capital flows media,"treasury" or reporters private pockets. The right of the media to disseminate information to the public has become a media privacy. Pursuing personal convenience and for any breach of the general welfare gains. This is the media must bear the most basic of social responsibility. If abandon these responsibilities, it is a betrayal of occupational and abandoned the idea of unprofessional conduct. This paper start to analyze this phenomenon from the social responsibility of the media and explore ways to solve them.