Reflection On China Advertising And The Exonerative Advertising

Today's society, Advertising is no longer merely a Means of communication which service for Commodity producers to carry out a product to sell, and now, Advertising in addition to the regulatory function of the shoulder more publicity corporate culture, guiding the public consumption, and even the establishing a new life way and Values, Advertising are always to play its unique role, it can be said the impact of advertising everywhere. Businesses in the face of fierce market competition in order to maximize the pursuit of interests has reached a point where unscrupulous, and in order to avoid legal punishment because of adverse effects caused from the advertising which they to sell products or services, so a variety of exoneration were produced. The ads have a exonerate there is a necessity, and it is not only the issue of advertising area, a macro point of view it is related to the entire community's credibility and responsibility.This article attempts to describe the phenomenon of Exonerative Advertising,and to analyze the contracts tendency of Exonerative Advertising and the advertising responsibility control self-regulation'Collective Unconscious'phenomenon from Advertising Industry and Government ,in order to the ultimately solve how to balance the advertising responsibilities, division of the responsibility of the ad border, to explore healthy and orderly development of China's advertising ways. In the first part of the article, mainly through classified Exonerative Advertising to detailed describe Exonerative Advertising phenomenon, in which content from the content of the use of loopholes in the law constitutes Exonerative Advertising is the describe focus in first part of the article, constituted mainly by All Final Explanation Rights problem, Advertising Image Speaker problem and Product Placement problem. The second part will be more concerned about the advertising behind the responsibility of the'Collective Unconscious'phenomenon, first of all, there is concern on the government and the advertising industry for advertising have an impact on special group due to the'Collective Unconscious',and secondly, the focus of analysis of the government and the advertising industry in the new media era have the responsibility of the'Collective Unconscious', which focused on an analysis exonerative issues from online advertising.The third part is trying to through analysis and study on a variety of asymmetric because of not balanced forces between advertisers, advertising operators and advertisement publishers and advertising target audience, to obtain the conclusion of Exonerative Advertising Contract is unidirectivity ,it means is tend to advertisers, advertising operators and advertisement publishers.The fourth part is a macro to the responsibility border around the parties of advertising, advertising responsibility is not unidirectivity here,but bidirectional,which requires the government,the advertising industry,media and consumers together.The last part is micro-oversight to proposed some of the recommendations of regulate and supervise advertising,thay are the establishment of a classification system for advertising and Advertising Image Spokesman for the status definition. This article will be closely integrated the knowledge of the law which is closely related to the responsibility of advertising to expounded, and by relevant examples and data to demonstrate, which not only including China's Advertisement Law of the existing categories of legislation, there are also including some full of referential significance legislation and advertising examples at home and abroad,I hope through description all the above,this paper can be obtain an accurate evaluation.