The Identification And Regulation Of Absolute Advertising Language

The publicity effect of advertising has greatly helped the success of the business.In this competitive society,advertisements full of artistic innovation and personality will generate strong commercial competitiveness.Commercial advertisements are mainly composed of language,pictures,sounds and other factors,and among all the constituent elements,languages are dominant.With the popularity of the Internet and other media,advertising has increasingly become a powerful weapon for operators to seize market resources,and various businesses have tried their best to create many advertising languages that attract public attention.However,with the prosperity of advertising language and culture,problems have also been exposed.Absolute advertising terms such as "most warm,top-selling,top-level brands" are increasingly appearing in the public's eyes,disrupting the public's correct choice of goods or services.The use of absolute advertising terms will not only mislead consumers,discredit the corporate image of competitors in the same industry,or even negatively affect the social language environment.Since the "Advertising Law" was revised in 2015,the issue of the identification and regulation of absolute advertising terms has attracted the attention of a large number of scholars,administrative and judicial institutions: First,the legal competition between absolute advertising terms and false advertising Research;Second,research on the exceptions and penalties of absolute advertising language regulation.In 2015,the hottest discussions about "the best groceries shop-Fang Linfu's groceries case" and the 2018 "trading volume is far ahead-the fine price case of Guazi used car prices" have revealed that since the implementation of the Advertising Law,due to the absolute advertising The ambiguity of language regulations has made it difficult for administrative organs to control the scale,and the final law enforcement result has caused heated debate in society.Advertising language regulation has always faced many problems,among which the difficult topic is how to balance the conflict between creative freedom and regulatory needs.Excessive freedom will lead to deformity of freedom,and excessive regulation will lead to the loss of freedom rights.This paper collects a large amount of data and conducts theoretical analysis on the basis of practice.It is found that the current legal provisions on the regulation of absolute advertising terms are ambiguous,which leads to the indecision of law enforcement agencies.By consulting a large amount of literature and local regulations and policies,the scope of absolute advertising terms was initially defined,and the relationship between false publicity,false advertising,and absolute advertising terms prohibited by the Advertising Law was further explored.Through interdisciplinary research,the introduction of semantic theory,the use of Chomsky's X-scale theory and Frege's meaning theory to discover and dispel the ambiguity ofabsolute advertising terms,which justifies the current penalties of administrative agencies and is a law enforcement agency.Reasonable law enforcement and the use of appropriate advertising language by merchants for reference.In addition,in order to form an effective network for the regulation of absolute advertising terms,higher-level laws,exceptions to absolute advertising terms,and grading penalties should be added.