The Absence Of Social Reponsibility Of New Media Advertising Studies

The rapid economic globalization and the rapid rise of Internet technology for new media advertising provides a broad development platform. New media advertising as a promotional product information, brand image, promote an important means of consumer activity, not only can get a huge economic profits, but also to our society of consumption, the formation of ethical behavior and values of a guiding role. Despite the development of new media advertising is flourishing, but when we rationally analyze this phenomenon, but also find the negative impact of their presence behind the boom. Advertisers, advertising operators and advertisement publishers because of a lack of social responsibility and lead the advertising industry contrary to social morality often staged event; and a lot of bad anomie ad not only pollute the social environment, also caused widespread disgust of consumers, more impact mainstream social values. Key issues paper focuses on new media advertising is the initiator of social responsibility in the ideological field. Because the media is the main front of ideological work, so the contemporary media environment, new media thinking how occupy the high ground of public opinion environment, and how to do ideological work of dedicated public opinion, become the most important media in the future work of the ideological issues [1]. Currently, the market needs to be improved in the advertising industry in the face of new media advertising this new thing slightly weak, the negative impact of new media advertising has been presented should make it impossible to ignore their social responsibility.In this study, new media advertising major lack of social responsibility performance, causes and countermeasures discussed aspects. First, China’s new media advertising lack of social responsibility performance are: repeated false advertising, fraudulent advertising overwhelming, tort endless advertising, vulgar advertising pervasive and so on; Second, China’s new media advertising due to a lack of social responsibility: lagging behind the laws and regulations, Multiple changes in the absence of industry regulation, social structure, rapid economic development caused by the expansion of individual psychology, advertising, quality of employees and some landslides and inadequate awareness of consumer rights; and finally, the paper proposes enhancements to address the problem of China’s new media advertising community Measures related responsibilities, such as enhanced legal construction of new media advertising, new media advertising to optimize the social environment, and enhance self-awareness of the advertising industry and enhance the quality of the community and other groups. Hope this can help make all the profit-driven advertising to reach a unified body should fulfill their social responsibility to guide and standardize advertising practices, and promote the integrity of the new media advertising industry, healthy and stable development, so that new media advertising and better to promote the building of a socialist harmonious society.