Content Analysis Of The Chinese Main Paper Media' Advertisement Report

Along with modern society's progress and advertising industry own development, the advertisement industry 's public opinion environment becomes the social hot spot gradually, the academic circle also pays attention to this problem. The present researches main focus on the speculation research which summarizes to the case analysis, lacks of the quantitative investigation .The systematic and demonstration analysis of the advertisement atmosphere's trait and tendency is very few. This article is on the basis of the agenda setting theory, and uses the content analysis method to research the multiyear and multimedia advertisements . according to the advertisings analysis report, the paper is aimed to penetrate the public opinion environment of the advertising industry.This article chose the samples from the Chinese learned periodical electron magazine company publication's Chinese important newspaper full text database to conduct the research, and extracted 1052 advertisements from the year 2000 to 2007 by the periodic systematic sampling.The paper analysized 16 variablity index which could be described objectively and have the reference value. The findings showed that the Chinese newspaper media has four big characteristics about the advertisement report: 1st, enlarge the influence of ads in the process of dissemination,but neglect the economy function of ads. the Chinese important newspaper media mainly reported from the angle of audience and the consumer.neglect the the promotion effect of advertisement that which brings for the economic development; 2nd, China advertisement public opinion environment pay more attention to the negative appraisal and rarely has the affirmative attitude. The mainland China advertisement public opinion environment development could be divided into the two times by the mid-1990s , the earlier period primarily took affirms the advertisement as the starting point, although it had the criticism to the undesirable tendency and the negative influence of advertisement.After the mid-1990s, the negative advertisement's viewpoint starts to appear massively, mostly in criticisms about the advertisement effect to the social culture and people's life style, especially on the adverse effect which produces to young people's growth development; 3rd, put the emphasis on the fake advertisement and neglect the advertisement development. the false advertisement report appeared repeatedly, strengthened the readers'one-sided understanding to the advertisement."False"became the deputation of"the advertisement"nearly; 4th, more measures afterwards,but no beforehand directive.The Chinese important newspaper media thought much of the advertisement improvement,and neglected the guide to the advertisement industry health.This tendency does not favor to develop the new mentality and the new means ,and is bad for the comprehensive and the positive exploration.Based on the analysis foundation, this article proposed the conclusion and is aimed to correct the name of for the advertisement,and to seek a health and sustainable development way of the Chinese advertising industry.