The Reasonable Judgement And Precautions Against The Countermeasure Of The Bad Advertisment

China's advertising is in a period developing at full speed. Conspicuous day by day in the status in people's life of advertisement, the bad phenomenon breeding in the advertisement becomes the advertising market and deterrent of sound development of consumer market too. It should " become a discussion which meets the action demand of advertising and even the whole society to the bad advertisement precautionary measures that the renovation efforts of bad advertisement needs strengthening, ".The expansion of the management work, need to clarify the definition of bad advertisement at first, put forward reason, scientific standard of judging. At present, there is concrete description to the phenomenon of bad advertisement in advertisement relevant laws and regulations and management rule, but the connection is not close, lack systematic combing and comparison. This text strength enumerates and sums up the phenomenon of bad advertisement, point out the reason of storing. On the basis of collection a large number of laws and regulations and management rule, put the standard of judging of comparatively systematic, clear bad advertisement in order out. In addition, the bad advertisement precautionary measures are the key in the management work. This text will be from the supervising and guiding of advertising subject (Ad owner, media, advertising agency), advertising supervision (check mechanism, regulation discipline as a warning, social supervision) of activity, independent managenment of the trades behavior three respect concentrate on, discuss bad scheme of strick precaution of advertisement. These three respects are that all key elements in the advertising procedure produced in never good advertisement carry on responsibility with obtaining by analyzing. The subject behavior which can be produced in advertisement causes the quality of the advertisement directly, is the action target who manages bad advertisement; Question and defect in the advertising activity cause the advertisement to be unable to enter the market by health channel, it is a performance-based objective supervised effectively; The purification and promoting of the trade environment on the level of code of ethic, is the important condition of benign development of advertising market.