Study On Public Cognition Of False Advertising In The New Media Era

The form of advertising has not been limited to the traditional medias,but expanded in the new media platforms with the development of the Internet.At the same time,the speed of advertising information is accelerating and the new media advertising helps advertisers quickly spread commodity information and expand the coverage of advertising.However,many advertising practitioners have cooperated with online medias to produce and publish false advertisements in order to attract more attention and gain more benefits.Besides,the false advertising content can be published on the internet without review,and the speed of dissemination and update is very fast,causing the public to be deceived.Now,the public are not willing to trust the online advertising and fear of being deceived due to the proliferation of false advertising.Furthermore,the spread of this distrust feeling affected the order of the market economy,harmed the legitimate interests of legitimate businesses and caused bad competition in the market.In addition,the false advertisement publishers can easily change and delete advertisements,so that it is difficult for the supervision departments to claim accountability.Therefore,it is essential to deeply discuss the public's cognition of identification and governance,etc.,for the false advertisements and put forward the practical suggestions to solve such problems.In recent years,the studies on the development of new media advertising mainly focus on the aspects of its transmission mode,marketing strategies and regulatory management,etc.In this paper,it aims to deeply study the specific ideas of the public on the identification and governance of false advertising,and analyze and discuss the relevant measures to curb false advertising on the basis of evidence by starting from the study on the public's cognition of false advertising in the environment of new media.It believes that the governance of false advertising can be improved in terms of the following five aspects through the summary and analysis of the relevant investigations and studies:First of all,strengthen the public's ability to identify and guard against false online advertisements and protect their own rights and interests with legal weapons when their legitimate rights and interests are violated;What's more,improve the relevant legislation of the Internet advertising industry,clarify and stipulate the responsibilities of each advertiser and improve the supervision and review of Internet advertising;Next in important,strengthen the role of the media“investigator” and give full play to its social and cultural functions while developing the economy,so as to publish the Internet advertisement after strictly reviewed and make it take the initiative to assume the corresponding legal responsibilities and obligations;Next,enhance the self-discipline awareness of the advertising industry,transmit the core values of socialism and maintain the healthy competition in advertising industry and the normal development order of market economy;Finally,strengthen the supervision of the whole society,call on the whole people to resist corrosive advertising and make actively participate in social affairs discussions and social environment construction.