The Government Function Of Audio And Video Form Advertisement Regulation In China

It has become a national policy that developing cultural industryvigorously. In recent years, with the increasingly deepening of mediaintegration, audio and video form advertisement industry has developedfast, which has become an important force in the cultural industry in ourcountry. At the same time, the progress of communication technology putsforward new requirements for construction of laws and regulations. Facingboth the functions of information communication and marketingcommunication which audio and video ads contain, how shouldgovernment regulation be adjusted? What role should the government play?These are urgent problems to be solved by our government.It has been widely recognized that the regularity, both in theoreticalstudy theory and social practice theory, of which development of audio andvideo form ads must take the market as dominant roles with governmentguidance law. However, with the rising popularity of digitalcommunication and new media and accelerating pace of "tri-networksconvergence", more and more need of systematic and targeted research onthe government function of audio and video form ads regulation should besatisfied. Especially a complete theoretical system hasn’t been establishedin physical form and with functional mechanism on government function,which leads to lack of effective theoretical guidance in practice. In addition,commercial advertising, publishing, management, social interests andcorporate interests should be considered. In our country, the governmentundoubtedly plays a role of information guide. How to determine the function of government in advertising marketing communication is the keyto improve the regulatory status. In this paper, the government function inthe development of audio and video form ads is discussed. To evaluate thefunction of government rule, grasping the mechanismand improvinggovernment performance.This thesis due to the audio and video form in our countryadvertisement development and existing main problems. On the basis of therole of government combined with national conditions, emphaticallyanalyzed our country government in audio and video form positioning andmechanisms in the development of advertising. The purpose of this study isthat to safeguard consumers, advertising, advertising industry healthy andorderly development of the subject, audio and video form.This paper use literature analysis method, inductive deductive method,comparison method and other research methods, through constructs thegame model, systematic analysis of the government function in audio andvideo form advertisement regulation in China. Through theoreticalrelationship model building and analysis with native and abroad, theresearch conclusion of this paper is obtained: in our country, thegovernment regulation on audio and video form advertisement isindispensable, though the mechanism is still not perfect. Finally, byanalysing a lot of status, this paper puts forward a method of reconstructionframework of audio and video form advertisement regulation.