| With the rapid development of Chinese economic society, televisionadvertising has also made a spurt of progress of development．Today,television advertising has become most common in people’s life．With itscharacters of highly centralized and concentrated information, both havingnewspapers, broadcasting audio-visual features and lively and vividcharacteristics, the television advertising plays a positive role to sell goods orservices for businesses and to provide consumer information for theaudience．It can be said that in a certain degree to lead the people’sconsumption patterns, to influence people’s consumption pace，and it hasbecame a more and more important part in the social life．From theperspective of Inner Mongolia, the television advertising of Inner Mongolia inthe China started relatively late．However, with the rapid developmentmomentum of TV media, the television advertising has achieved greatgrowth．In recent years, the television advertising of Inner Mongolia alwaysmaintains the development trend of rising year by year, which revenue from271260000yuan in2009rose steadily to359055800yuan in2013． However,with the rapid development of television advertisement, a lot of problems alsogenerated, which should been strengthened the management．Although ourcountry has already built complete television advertising supervisionmechanism, and formulate "the people’s Republic of China Advertising Law","radio and Television Management Ordinance","radio and televisionadvertisements broadcast management approach" and a series of televisionadvertising supervision and management laws and regulations anddepartmental rules and regulations．But there are some problems, such as,false television advertisement overflowing, illegal advertisementsbroadcasting by minority language emergence repeatedly, and so on．Some ofthe problems are common in present TV advertising of China, some of the problems are unique to Inner Mongolia, that has the relativity withcharacteristics of Inner Mongolia region．Based on the field investigation and study, combining with inductiveanalysis, we ake a summary of Inner Mongolia TV advertising regulation inthis thesis．It ainly discusses the current situation of the development of InnerMongolia TV advertising and existing problems．Also considering theexisting problems of Inner Mongolia TV advertising, we analysis the InnerMongolia TV advertising regulation． In this thesis, inadequate regulation ofInner Mongolia TV advertising was pointed out and analyzed, such as, due tothe lagging relevant laws and regulations, making the advertisements ofplaying edge ball phenomenon are occurring more often overall; Punishmenthas greater flexibility, which leads to differently monitoring effect; Thecampaign style law enforcement accounted for the major number，theadvertising supervision was misinterpreted as a temporary policy, leading tothe deterrent of the laws and regulations lost; The supervision scopes of manydepartments are overlapping, that lead to form fragmented regulatory systemsituation; The relationship between supervision department and TV media arecomplex; The quantity of regulators is small, and some of them with poorability; The minority language advertising monitoring have difficulty; Theself-discipline of TV advertising plays a limited way; the social supervision isvacant．At the same time, according to the characteristics of Inner MongoliaTV advertising supervision and the existing problem of Inner Mongolia TVadvertising regulation, we propose some countermeasures about furtherconsummating and improving television advertisement supervision． First, toestablish and improve the laws and rules of advertisementregulation． Second, to improve the government supervisionmechanism． Third, to enhance the industry self-regulation．Hope our research can explore strategies and provide the reference forthe future development of Inner Mongolia TV advertising supervision intheory．And to provid the reference for the development of ethnic minorityarea television advertising regulation in China．... |
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