The Research On Two Default Phenomena In Advertising Social Responsibility

Advertising has a strong social influence in society; people are willing to believe the words of advertising, and willing to consume products on advertisements. From a certain degree, the rapid development of advertising is based on the confidence on advertising of consumers and the positive environment of society. Therefore, we require the advertising should be socially responsible, and it must be. But with the rapid development of advertising, some advertisers become the spurning object, because of their ignoring social responsibility. With the emergence in an endless stream of fake advertising and exaggerated advertising, ad gradually loses the confidence of consumers, and also brings a lot of inconvenience to economic and cultural order. Lack of social responsibility is becoming increasingly a major factor, which influence advertising effectiveness. In response to this phenomenon, I proposed "The Research on Two Default Phenomena In Advertising Social Responsibility", which affirm the beneficial impacts on economy and culture of advertising, and also define its lack of social responsibility.This study established the idea of social responsibility in the current issue of Advertising Strategies research more, less critical studies based on the social responsibility of trying to be responsible for the advertising and the default interpretation makes the advertising development process in the future focus on social positive contribution to the economy and culture. This study starts from the social responsibility, affirms the positive impacts on promoting economic prosperity and cultural integration, raises the issue ads' lack of social responsibility. This study divides the "lack of social responsibility" into "intention fault" and "no intention fault". As the definition and research of these two phenomena, I propose the idea of tolerance of no intention fault and controlling of intention fault. Finally, I propose a method to prevent the two phenomena above.Based on the map mentioned above, this study uses the following structure. First, in terms of social responsibility, after social responsibility of advertising in the economic and cultural aspects being clear, the bearer of social responsibility and from the negative ads were the responsibility of advertising education. Begin a detailed analysis of the second part of the social responsibility of advertising the phenomenon of two kinds of default. In my definition, will be divided into two phenomena have no intention of default and intention to default. Phenomena in the two to define the default after default occurs again made a detailed analysis of the reasons for the phenomenon. Whether interested in advertising or unintentional default, the advertising campaign is advertising on the embodiment of default. However, the issue of default occurs and advertising can not deny all the ads, objective, said advertising information asymmetry can not doomed to a fair spread of advertising; profit nature of advertising, advertising, regardless of any artistic means used to arm themselves, no matter in what ways to convey the material desires of consumerism, are unalterable. Therefore, the phenomenon of default in the face of advertising, when no intention of defaulting on a little more tolerant, a little hard on the intention to control the default, the source of that problem, in order to fundamentally solve the problem.The promotion of "advertising's lack of social responsibility" aim to enable people to realize the lack of social responsibility of advertising, format a fair understanding of advertising, and thus strengthen the rights of people to protect their legitimate citizenship. To do this, support from the general public and the advertising entities is required. Only through cooperation, we can purify the advertising and social cultural environment.