Study Of The Social Responsibility Of Media Advertising In China Spread

In the modern information-based society, the media industry develops with its rapid rate .Advertising, as an information dissemination activity, becomes more and more important in the information society .With the increasing development of the advertising industry, information dissemination of advertising has become an important contemporary media content, the media business has also become an important means of the survival and development of media. However, among the flood of advertising messages, you can often see lots of vulgar, violent and uncivilized commercial advertisement filling all kinds of media, misleading the audience's consumption orientation and values, and it also does harm to the civilization. Behind the boom in the advertising market, the emergence of bad commercial advertising and its bad effect make people lose confidence in advertising. The current advertising market is mainly composed by commercial advertising, but its illegal unhealthy advertisements bring a lot of bad effects on the audience and society. Lacking of social responsibility in commercial media advertising has become a serious constraint in the development of advertising at present.This article explains the social responsibility of advertising, including legal responsibility, moral responsibility, economic responsibility and the responsibility in guiding education, makes it clear that the entire process of advertising from production to release should adhere to honesty and trustworthiness, taking both social and economic benefits objectives into account. Based on the analysis of the present situation of the spread of media advertising, the article explicates the unhealthy commercial advertising in China by comparing the current situation of advertising for public good and for commercial purposes on their dissemination function. Through classifying a variety of non-performing commercials and advertisings for refinement, the article sums up the four phenomenon of false and exaggerated negative advertising, namely, pornography, superstition, plagiarism and taboos. Facing the problem, we need to find out the causes. First of all, the leading cause is that our laws and regulations relevant to ads often come after the illegal ads. Then comes the market's profit-driven advertising. Third comes the shortsighted and ineffective measures of the relevant departments. Finally, a poor sense of self-protection of the audience led to the rampant illegal advertisements. On the basis of the status quo in the study combined with the negative media ads instances, making the social responsibility through the advertising operations, the article investigates the reason of lack of social responsibility, integrates theory and practical examples to find solutions to this problem. Based on the causes of these problems, perfecting advertising laws, purifying of mercenary culture of the advertising market, strengthening supervision of the relevant departments and enhancing self-protection awareness of the audience,Ⅰbelieve, will help us to solve the problem.