The Strategy Of Governing Chinese False Advertisements On TV

In the rapid development of the present technology and economy, advertising has become an integral and important part in social life. Ads promot the development in investment, exports, consumption, which is particularly obvious role in promoting consumption. With the advance of Chinese market economy, marketing activities, with the expansion of the scale, TV advertising as an effective marketing tool in the delivery of goods. Consumers desire for consumption, due to lack of means and lack of information, so the role of advertising on consumer pull is obvious. However, the legal system and regulation of the imperfections of advertising, advertising industry self-regulation and advertising limitations and low quality of employees the existence of the problem, does not regulate the operation of advertising is mainly manifested in the emergence of a large number of false advertising. Although China has been the development of relevant provisions of the relevant departments and treatment methods, but also the advertising industry self-regulatory organization, but the false advertisements have been always happen. In the moment of "economy of eyes", the television media pay more attention to information than other media, packaging, set in a shot in with the drama, the visual, sound, movement, time, color, melting in a furnace, so as to achieve the visual impact of the audience And hearing the results, therefore television operators marketing strategy for diversified is the best choice.In contrast with China, foreign to punish false and illegal advertisements relative regulatory and legal sanctions are more perfect, advertising self-regulation system is more mature.False advertising on TV has been an important element of hurting market environment and structure. This paper is analyzing the overflow of the false advertising and useless administer. It also discusses the different kinds of false adverting and the causes of them. Considering the contrast of foreign countries and our country, lack of self-regulating is the key reason. Building self-regulating system should be the most important task to fix this problem.