| The appeal of "strengthen cultural confidence and promote the prosperity of socialist culture" was released to the national people in 19th CPC National Congress.The advertising industry is one of the leading industries of the national culture,thus,to promote its good development and enhance its competitiveness are greatly significant.However,rampant illegal ads have negatively affected stability of people’s life and society.Therefore,research on China’s advertising regulation is very urgent and necessary.Many researches mainly remain on the stage of qualitative research,and the rare quantitative researches mainly focus on the partial game analysis of regulation behaviors.There are less studies on specific cities’advertising regulation,and deficient data support and quantitative analysis.The paper compares advertising regulation system in America,Europe and Japan,and points out the keys and difficulties for China with current situation of domestic supervision.The regulation of television advertisements in Liaoning province is studied,which has been still lack of researches until now.The overview and main characteristics of released TV illegal ads in Liaoning province are analyzed based on interviewing and data acquiring.In the last two years,the illegal numbers and time span of advertising in Liaoning province have increased significantly,also have the illegal rates.The kinds of advertisements in Liaoning province are complex,and illegal ones mainly focus on ordinary food,medicine,ordinary commodities,medical services and so on,which need to be tightly regulated.In addition,the paper take a Liaoning province affiliated television media as an example and reveal its variation of illegal advertisements from the year of 2016 to the first half year of 2017,and explore its inner link with advertising regulations through the analysis of illegal advertisement issued.The existing problems of TV supervision are also discussed on following three aspects:insufficient regulation,lack of industrial self-discipline and weak social supervision.Based on the problems and causes,the paper put forward the perfect way of television advertising regulatory measures on three aspects including improving the system construction and strengthening the supervision,strengthening self-discipline and forbidding illegal advertising,creating social regulatory environment and increasing social supervision efficiency.It is used to increase the theoretical research on advertising supervision in Liaoning province and provide some useful reference for government decision on advertising supervision. |
