An Analysis Of The Supervision And Management Of Thai Television Advertising

In recent years, Thai creativity, like a hurricane, has swept the world, shining in the international advertising competitions. Among it, Thai television advertising has enjoyed high praise, being the focus of scholars’attention and research abroad and at home. In Thai Nielsen Media’s survey, the expenditures of Thai television advertising account for more than half of the total television advertising, and TV has become Thai main media tool for commercials. In addition to the unique creativity and the superb production skills, the development of television advertising with high level is also inseparable from the support and guidance of supervising and managing policy. TV advertising not only has effective interaction with consumers and leads the consumption patterns, but also has an impact on public behavior, playing an important role in the development of a civilized society. However, the problems of TV commercials have been exposed out of the rapid development of it. It is necessary to supervise and manage TV advertising effectively, which is a safeguard to maintain the favorable advertising order and to promote the cultural and ideological progress.From the perspective of management, combined with the theoretical knowledge of news transmitting, this paper intends to analyze and discuss the hidden supervision of the hottest Thai TV advertising. First of all, it conducts a comprehensive overview of the supervision to Thai TV ad, including its development of Thai TV advertising industry and the general situation of its regulatory history, faculty and processes. Then, To process based on supervising the work of management of CIPP evaluation method for briefly analyzes its supervisory work. And based on survey data to Thai media, it probes into its existing problems and proposes some initial ideas to improve the supervision of related faculties from the perspective of management. Finally, through the analysis of our TV advertising, it does some find the inadequacy of our supervision. Associated with the experiences of Thai regulatory work, it proposes some recommendations for our present society supervision system of citizen’s participation to supervise TV advertising.