False Advertisement On Television And Its Administering

ABSTRACT:Among all the false advertisements, false advertisements on television are relatively destructive. Compared with false advertisements on the Internet, the authority of television media is endowed with more harm. Meanwhile, it has a more widely destructive spread than the network as it has more audience in the less developped regions like rural areas where people have a low medium quality. Besides, compared with newspapers, the television through the double spread of texts as well as images is more convincing and deceptive than newspapers with the single spread of texts. Thus, false advertisements on television as the research object will be more sensible to provide reference for the treatment of false advertisements.This essay on the study of false advertisements on television is focused on influences of the TV transmission characteristics and television media ecological environment on communicating effects of the false advertisements. And it’s hoped to provide advice for administering false advertisements on television. In this study, through the analysis of domestic and foreign literatures, the author thinks false advertisements refer to the advertising communication behavior which can cause misunderstandings among the audience and thus jeopardizes interests of the consumers. The essay analyzed the present features of false advertisements. Besides, the essay considers that false advertisements on television fall into misleading false advertisements, exaggerated false advertisements, counterfeit false advertisements, fraud false advertisements. False advertisements on television often use "scientific banner, using news, hire celebrity endorsements, fictional title of honor", and thus they are of the characteristics of strong deception, overflow, interval repetition and the mixture of false and small advertisements. The essay discusses the reasons of the formation of false advertisements and thinks that advertising agency system of agency relationship chaos and illegal agency costs, the audience factors of lax guard existing in the management control, weak hemopoietic ability, difficult to distinguish the asymmetric information in the advertisement, and low advertising focus group, weak advertising technology of the administrative supervision system, as well as low willing to watchdog caused the overflow of false advertisements on television. False advertisements on television not only lead to damage to consumers’ legal rights and economic interests, but also affect the credibility and viability of TV institutions. From the legislation, clear conceptive standards in the legislation, the increase of penalties, and legality are wanted to administer false advertisements on television; from the enforcement, strengthening on supervision system, and enhancing the information disclosure are wanted to enforce the law strictly. From enhancing advertising media literacy and protection ability for consumers’interests, it is necessary to improve their own quality; From changing management pattern and safeguarding the public interests, it is also dispensable to change the consumers’dependence on false advertisements on television. The essay, finally, takes a case analysis on309telelison organizations blackmailed due to false advertisement.