Research On TV Advertising Communication Strategy From The Perspective Of New Advertising Law

Since the first law of the People’s Republic of China(advertising law)was published in 1994,the advertising industry in China has been orderly operation under the supervision and management of the country.In the past twenty years,with the continuous innovation of science and technology and the upgrading of media,many regulations of advertisement law no longer meet the development needs of the new market economy.Therefore,the state revised and promulgated the law of the People’s Republic of China(hereinafter referred to as the new “advertising law”)in September 2015 as the most important legal system regulating the advertising market in China.However,through the investigation,the author found that few scholars will new “advertising law”,to explore the current media environment and problems,provide feasible advice and guidance for TV media in advertising under the new “advertising law”.The new “ advertising law ” act,implemented from September 1,2015,is adopted by the revision of the 14 th meeting of the standing Committee of the twelfth national people’s congress of the People’s Republic of China.Compared to the original " advertisement law ",because its content revision is larger,so called "the new advertising law ",secondly,From the time of promulgation,the new “advertising law” is also a new product in the legal system of our country.The promulgation of the new “advertising law” not only standardizes the advertising market,but also changes the strategy and path of mass media advertising.In the frenzied development of network media,the internet advertisement law for the first time to manage the object.However,the current situation of TV media,although many provincial satellite TV and local channels have adapted to the reform and innovation of the times,the effect is not ideal because of the policy constraints and the objective reasons.Most TV stations are not optimistic under the restrictions of the original advertising laws,after the promulgation of the new “advertising law”,television advertising is more constrained by many laws and regulations,and the development of television advertising has been put on the forefront.In this case,many TV media have reform and transformation,in which CCTV and the “Hunan satellite TV " as the first line satellite TV to use the successful transformation of policy outlets,and for many online satellite TV and urban channels,there is a reasonable solution.In this paper,the author combs the Chinese new “advertising law” regulations;the regulations of foreign countries are compared.And taking Sichuan satellite TV as a research example analyzes the various elements and characteristics of advertising communication;through the research methods of questionnaire,understand the social public opinion environment and legal background of current TV advertising,and the views and attitude to the audience on Sichuan satellite TV.And then get the conclusion.Finally,the author combines the investigation conclusion and the actual situation of TV advertising under the new “advertising law”,and puts forward feasible suggestions and opinions on the advertising management of TV media in China.In order to provide reference for the transformation and development of TV media,promote the optimization and upgrading of TV advertising communication in China.