In The Advertisement Dissemination Media Social Responsibility Research

Get economic interest drive, part of China’s media broadcast of a large number ofillegal false advertising, as well as vulgar, not only violate state regulations, enroachon the interest of the audience, but also to society caused great negative influence,therefore how to strengthen our country media in advertising communication socialresponsibility has become an important research topic.This article from theadvertising communication media social responsibility connotation and elementsanalysis, through a large number of examples, explores the advertisingcommunication media social responsibility to achieve the condition and mode ofadvertising media, in the absence of social responsibility and the performance of theconsequences, on the basis of analysis of China’s advertising media socialresponsibility to achieve status as well as existing problems, and put forward tostrengthen advertising communication in our country medium social responsibility forthe implementation of the strategy.This article has the following main points: in the advertisement disseminationmedia social responsibility mainly allow the audience to accept real effectiveadvertising information, let the audience pleasure to accept beneficial advertisinginformation, public service ads actively broadcast information, deliver correctconsumption concept, transfer to socialist values.In the advertisement disseminationmedia social responsibility needs to achieve internal and external conditions, andthrough the force, autonomous and induced in three ways to achieve.In theadvertisement dissemination media social responsibility performance in mediumpassing false illegal advertisement low and vulgar, information, media advertisingresources for obtaining false issuance or audiovisual rate data misleadingadvertisement advocate; it has produced a series of consequences: the influence ofmedia reputation, affects the advertisement dissemination effect, reduce the waste ofmedia resources, media credibility, weaken the media social functions.At present ourcountry advertising communication media social responsibility exists many problems,mainly reflected as the media of the special commodity advertisement not strict, theillegal ads appear frequently; weak medium broadcast advertising less; weak mediumadvertising performance in poor taste.Strengthen communication in advertising mediasocial responsibility from the following aspects: establishing the credibility of media,purify the advertising environment; actively promote the advertising agency system, give full play to the role of media advertising company; improve competitiveness,development of classified ads; increase public service advertising, promotion mediaimage; the promotion advertisement jobholders quality.