Advertising On The "tragedy Of The Commons" Phenomenon

Nowadays, through advertisement gain commodity information, thus adopts the purchase behavior, has already become the thinking mode, the behavior way and the life style of all the people. Because of the advertisement is having the influence which to people's life so huge influences subtly, after formerly stressed that the advertisement brings the economic efficiency the formidable call tends a rationality gradually, the people start the social negative benefit which pays attention to the advertisement possibly to bring. If we use William Forster Lloyd's "the tragedy of the commons", the phenomenon has be proposed more than 100 years ago, to regard the advertisement environment as a "the communal land", the advertisement condition has fulfilled his view. When people use advertising resources without restriction to acquire their own profits, it will impact the entire society negatively. It leads that people's benefit receives the violation by the question advertisement, people does not trust the advertisement product and the advertisement advocator, even suspect the advertisement, and produces the advertisement from this "the tragedy of the commons" phenomenon.This article research mainly divides into four chapters. The first chapter, known as introduction, explained the concept origin and the development of "the tragedy of the commons". It will transplant the concept of "the tragedy of the commons" in economic into the advertisement dissemination domain, in order to propose "the tragedy of the commons" phenomenon which combining the advertisement environment the present situation. The second chapter analyses the "the tragedy of the commons" phenomenon. In the following chapter, association manufacture advertisement "the tragedy of the commons" various behaviors main body analogy becomes "the economic man" who Adam Smith proposed, how has analyzed in the ad campaign each "the economic man" is "the communal land" to deduct advertisement this "the tragedy" the field, as well as their each one must undertake responsibility. The last chapter will propose the solution of the problem of the advertisement environment in our country. It will use the existing solution in economics as reference, and unifies the current situation of the advertisement in our country.