The Study Of The Impact On Children And Supervision Countermeasures Of Online Game Advertisements In The Context Of New "Advertising Law"

Affected by the infiltration of the Internet,as the “net-born generation”,the impact of network media on children is also growing.The number of young Chinese Internet users increased continully,and the trend of infiltration into young people is significant.Under the background of this era,among these Internet advertisements,online game advertisements are easy to attract the attention of children's because of its entertaining,irritating,screen-like nature and closeness to online games.However,due to children's limited abilities of identifying and circumventing the online game advertisements,the games,brands and products involved in online game advertisements often have effects on children's attitude toward advertising content,and lead to purchasing or imitating.At the same time,the concepts conveyed in online game advertisements can have a number of effects on children's values.Judging from the existed researches,there are many studies on the impact of online games on children,but they neglected the influence of online game advertisements which are closely related to online games and can reach children even earlier.Considering that children aged 6—12 years have already possessed the ability to identify the online game advertisements to some extent,and their purchasing behavior began to show the autonomy gradually.But their cognitive ability is still in a deficient state,and they are more vulnerable to be affected by the outside world.Therefore,the author limited the scope of research to two representative cities in southwestern of China——Chengdu and Chongqing,in my own capacity.In case of increasing the number of variables and reducing the reliability due to the large survey scope,the author expected that this study will provide reference value to most of developing cities in China.Therefore,the children aged 6—12 years in Chengdu and Chongqing are selected as research objects.The main points of this thesis are as follows:First,awareness and understanding of children aged 6—12 years of online game advertisements are increased as their age increases;reputation and trust of online game advertisements are presenting a downward trend increase with the increase of age;the behavioral imitation,value recognition,and purchase intention of online game advertisements are not only related to their age changes,but also have a certain correlation with family economic level,gender,etc.Second,Although online game advertisements have the positive impacts which are including accelerative self-perception on children aged 6-12 years,it may also have certain negative effects,such as inducing children aged 6-12 years to use advertising products,resulting in obesity and other physiological diseases;online game advertisements may increase the irrational consumption of children aged 6—12years,and increase the demand of purchase for parents;the content of online games advertisements may be accelerated the childhood disappearing of children aged 6—12years;the concept of unhealthy values may affect the establishment of correct values for children;the socialization of children aged 6—12 years is hindered.Third,the reasons such as the supremacy of the disseminator's interests and the lack of age-graded conscious,caused the problems of uneven advertisement quality and imperfect supervision policy emerge,etc.Fourth,according to the current situation,existing problems and causes of online game advertisements supervision,the supervision countermeatures should be proposed from the aspects of hardware technology upgrading to realize intelligent supervision,refine the supervision measures,etc.The important values of this thesis are mainly reflected in the following aspects:First,from the perspective of communication science,this thesis confines the dissemination of online game advertisements to a specific age range research objects,and do the quantitative analysis and qualitative analysis.A large number of statistical samples,data statistics and theoretical results can provide a certain reference for related research in a larger area in the future.Second,by studying the possible positive or negative impact of online game advertisements on sample children,and exploring the problems and causes existing in the online game advertisements supervision process,the research of these two aspects will provide a more scientific way to improve online game advertisements supervision strategies.Third,the research of online game advertisements supervision countermeasuresnot only targeted research on online game advertisements,which is closely related to the supervision of Internet games in the form of Internet advertising,but also reduces the negative impact of online game advertisements on children as much as possible,and provides a boost for the healthy development of children.The full text is divided into an introduction,six chapters and conclusion,eight parts in total:The first chapter introduces the research value through the research background,and then puts forward the theoretical and practical significance of the research of this thesis;through the review of relevant domestic and foreign literatures,the domestic and international studies of the influence of online game advertisements on children's communication is discussed.The related research of supervision,the lack of research perspectives and research contents are discussed and analyzed.Then the author put forward research innovation,key points and difficulties of the thesis.Based on this,the research ideas and contents of this thesis have been put forward.By defining and combing the relevant concepts.The second chapter discusses the influence of online game advertisements on the communication of children aged 6—12 years.Based on questionnaires and interviews,the author analyzes the eight influencing factors of awareness,understanding,trust and behavior of children aged 6—12 years.The third chapter is the impact of online game advertisements on children aged6—12 years.After a quantitative analysis based on the second chapter,combining with communication science,psychology and other related disciplines,the qualitative analysis of the possible impact on children aged 6—12 years is conducted,and then,the positive or negative impacts will be discussed dialectically.The fourth chapter is the status quo of online game advertisements supervision.The author makes comparative study on the supervision models of online game advertisements at China and abroad in this chapter.The fifth chapter is about the supervision problems of online game advertisements within the context of the Advertising Law.Based on the context of the new Advertising Law,this article analyzes the deficiencies in current online game advertisements supervision from the aspects of advertising standards,industry self-regulation,etc.The sixth chapter is about the supervision countermeasures of online game advertisements in the context of the new Advertising Law.In response to the problems raised in the chapter five,the author proposes supervision strategies from the industryself-regulation,government supervision,and legislative improvements.Based on the positive effect of the online game advertisements regulation on health of children aged 6—12 years,chapter seven forecasted the trends of China's online game advertisements' development and supervision.In the conclusion,by including all parts of the full text,the author summarized the communication influences and supervision countermeasures of online game advertisements in the context of the new Advertising Law,and achieved the pre-set goal of this study.