Research On Cultural Anomie Of Chinese Commercial Advertising And Its Governance

With the expansion of advertisement in social life, modern commercial advertisement has exerted the effect far more than the range of commercial,which represents a strong cultural impact and cultural regeneration capacity. Behind the rapid pace of advertising,cultural anomie advertisement,such as false advertisement, vulgar advertisement, erotic advertisement and the sub-cultural teenager advertisement under deformed development, not only constantly dispels the foundation of advertising development but also certainly will exert negative impact on social moral construction and aggravate the spread of social passive culture. It has become a new hot-spot of theoretical research and practical problem that how to effectively purify the environment of advertising culture and improve advertising legal system and supervision system.This paper mainly conducts discussion and research from the following three aspects. Firstly,the connotation of “advertising cultural anomie” is defined on the basis of existing research. Meanwhile,a large number of representative cases of advertising cultural anomie and social disadvantages are clarified and analyzed in critical perspective of advertising culture. Moreover,the necessity of governance is put forward; secondly,it analyzes the social causes of advertising cultural anomie and governance problems from multiple perspectives. The interaction of various causes, such as the social cultural evolution and the deficiency of group identification, internal conflicts in advertising development,the low level of legal effect for laws and regulation system related to advertising culture and the deficiency of benign interaction among supervising subjects in domestic commercial advertising, generates the advertising cultural anomie; thirdly, according to the above-mentioned analysis,it is necessary to appropriately introduce the theory of public governance,to propose the social culture cultivation mode which is suitable for national conditions and the governance principle of “powerful country--powerful society”, and to construct the frame model of advertising supervision. Consequently,the applied range of theory on public governance will obtain theoretical expansion and the advertising culture supervision effect will obtain improvement in practice so as to regulate the order of advertising market and to facilitate the benign development of advertising culture.