The Construction Of Ecological Balance In Advertising Market

Advertising which is a highly open media behavior,and an indispensable element in social and economic activity is the product of commodity economy. The third plenary session is a good chance for the development of Chinese advertising industry. With the development of economy and the progress of science and technology, advertising has deep into every field of social life. But, behind advertising which made witnessed and brilliant achievements, the advertising market is filled with false advertising, vulgar advertisements, unfair competition, etc.This research firstly introduces the development process of China advertising market since 1979 into comprehensive recovery of the development process. According to the promulgation and implementation of policies and regulations, the whole process which shows different forms in different periods can be divided into four periods. China advertising market will follow the trend as follows: the market will welcome the new challenge and development, industrial markets will optimizating and upgrading, International advertising group will accelerate expansion and the new media advertising will become new growth point in advertising market. Then, this study makes an analogy between advertising market and natural ecological system, and constructs an organic unity of advertising market system, and then makes an detailed analysis on the limiting factor for advertising law, the complex stability of advertising market, the most appropriate principles of market development, and niche overlap of advertising market and other ecological features.The definition and connotation of ecological balance of advertising market is the key to this research. This research tries to make a definition of ecological balance of advertising market, and present a view about the current state in advertisement market of ecological equilibrium. For the connotation of ecological balance of advertising market, this study suggests that the ecological balance of advertising market should possess not only internal balance system, external balance system, the internal and external equilibrium constitute the balance of the organic whole balance which should have, but also the characteristic of advertising market benefit maximization of dynamic balance.Behind the prosperity and development of advertising market, advertising market exists many problems of ecological unbalance .The ecological unbalance sum up mainly in the following aspects: unfair competition of the advertising subject in advertising activity, relatively few commonweal advertisement, advertising media means drab. According to the problems that mentioned above, this research explores the internal and external reasons for the ecological unbalance of advertising and puts forward that if this phenomenon is not effectively managed, the public will lower their confidence in advertising, and the advertising will encourage extravagant lifestyle and become vulgar and inundant. Last but not least, this study proposes that we should strengthen the management of advertising subject, strengthen the external power supervision and perfecting relevant laws and regulations for maintaining ecological balance of advertising market. The author hopes that this research will be good for the construction of the ecological balance of advertising market, and the healthy and sustainable development of advertising market.