A Comparative Research On Advertising Regulation In China And The United States

Since the Reform and opening-up policy, China’s advertising industry is developing rapidly. Advertising has become one of the most important industries to promote the development of national economy. However, with the prosperity of the advertising market, it also has caused some advertising unregulated problem. ACTS of unfair competition, illegal advertisements will affect the social harmony and stability. This makes the comparison in advertising regulatory between the United States and our country become very important. To select a representative in the developed countries-the United States to analyze its advertising management characteristics and patterns, and compare the situation of our country will improve our country’s advertising public management level. It will also have a great significance of promoting the advertising market to healthy prosperities and developments.This paper try to define advertising regulatory and find support of advertising regulatory theory. To solve the problems of Who, What, and How to make supervision measures, this paper will respectively analyze from the two countries’supervision system, regulatory agencies, self-discipline organization, social supervision which all included in the main advertising supervision. The supervision system and regulatory authorities are closely related with the country’s political system. So this paper will contact the two countries on the analysis of the reasons for difference regime. The self-discipline organization will make developments with the development of advertising market. Therefore, it is reasonable to consider the differences under the economic environment. Third, the social supervision is related with each customer in public, that’s why this paper analyze the differences between two countries from the point of cultural influences on audience psychology.Then, the paper lists some illegal behavior of a few advertisements, such as Internet advertising in the new media era, comparative advertisements and false advertising problems, which are the key points of advertising supervision. Through the detailed analysis of the two countries in the supervision of these advertising content difference, the paper sums up the management experience of the United States.After that, to compare the advertising regulatory implementation differences between two countries, mainly from the angle of regulation processing program and censorship. Finally, through the research of front chapters, this thesis will find the existing main problems that our country’s advertising regulatory facing with, and put forward some measures and suggestions.