China’s Internet Advertising-oriented Regulatory Path Optimize Research

Advertising is an important part of news and public opinion work.Internet technology has greatly changed the form of advertising communication and advertising industry ecology,making Internet advertising occupy an increasing share in the market.Therefore,it is increasingly important to do a good job in the supervision of Internet advertising guidance,which is not only related to the healthy development of Internet advertising,but also related to the quality and level of news and public opinion workSince the first Internet advertising appeared in the mainland,China’s supervision of Internet advertising has been practiced for more than 20 years.For a long time,the research on Internet advertising supervision has mainly been from the perspective of the market,analyzing all kinds of false and illegal advertisements in the market and their effective supervision,and has not studied the irregularities of Internet advertising from the perspectives of ideological security and news and public opinion work,which makes the research on Internet advertising supervision and regretful.So,what are the current characteristics of Internet advertising-oriented norms? How to start from advertising-oriented and promote the high-quality development of China’s Internet advertising industry? How to improve the relevant norms of Internet advertising orientation? To answer these questions,it is necessary to conduct in-depth research on the characteristics of Internet advertising-oriented norm and the dilemma of Internet advertising-oriented supervision.To this end,this paper does the following research:First,it has conducted an in-depth exploration of the meaning objects and abnormal characteristics of Internet advertising.This paper explains the meaning of advertising-oriented,and summarizes and refines the types of advertising-oriented norms and the characteristics of Internet advertising.At the same time,the case study method is used to collect Internet advertising-oriented regulatory cases,and the characteristics of Internet advertising-oriented norm are analyzed: political orientation,economic orientation,cultural orientation,social orientation,and ecological civilization,and summarize the previous experience and shortcomings of Internet advertisingoriented supervision.The second is to comprehensively analyze the evolution of China’s Internet advertising-oriented supervision and build a governance model of social co-governance.This paper focuses on the development and changes of Internet-oriented regulatory methods in China by using the literature analysis method,and analyzes the difficulties faced by China’s Internet-oriented supervision at the government,industry,social and platform levels.The adoption of a five-in-one social governance governance model of "government supervision,industry self-discipline,social supervision,enterprise consciousness,and platform autonomy" can reduce the probability of Internet advertising-oriented irregular behaviors and realize the high-quality development of Internet advertising.