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1、1Advertising Analysis integrity and prevent the distortionPaper Keywords ad faith distortion specification Abstract With Chinas reform and opening up and rapid development of market economy, the advertising industry has also been an unprecedented development, however, behind the brilliant achievemen
2、ts, there are many problems, especially advertising integrity distortion. This paper will ad distortion of the main reasons for faith and how to regulate the integrity of both advertising helpful discussions, in order to promote the development of Chinas advertising industry into the track of normal
3、 development. Advertising market economy as an important part of the economy, the economy should also be honest. Advertising integrity in the market economy is a very important chain, because it is a direct link producers and consumers in the middle part, if the advertising is not honest, the whole
4、market economy of the credit system will cease to exist. 2First, the reasons for advertising integrity distortion With Chinas rapid economic development, the advertising industry as a sunrise industry has been an unprecedented development, but the rapid development in the advertising industry is als
5、o associated A large number of false advertising. The production of false advertising will be misleading or deceptive to consumers, leading to chaos in the market, damaging the interests of consumers, which will cause advertising promises to the people, seriously affect the healthy development of th
6、e advertising industry . The reason, resulting in our current generation of false advertising, advertising integrity distortion mainly in the following areas: 1 advertising practitioners of social and moral sense of apathy. Advertising market by advertisers, advertising, advertising operators tripar
7、tite, these three purposes are to obtain maximum benefits. With the development of market economy, the old value system to a new value system changes, the traditional moral values ?of society gradually lost, the society formed a profit-maximizing 3social environment, social behavior to the only effe
8、ctive theory to determine the success, and to deceive the peoples benefits or reduce of the highlights so that some advertising in order to attract the attention of consumers in violation of the integrity of traditional morality, justice, the principle of seeking truth from facts, deliberately using
9、 some vague language, exaggerated use of fictitious commodities, exaggerated propaganda to deceive the public, mislead consumers, against the consumer right to know and some false advertising or even cause serious consequences, especially drug advertising, health care advertising, medical advertisin
10、g, cosmetic surgery advertising, advertising and other agricultural products is particularly serious problems, according to incomplete statistics, only a city of Nanjing , released in 2002 were all kinds of medical, pharmaceutical advertising 28,059 in false advertising violations have 27131, false
11、non-compliance rate of 96%. (2) existing laws and regulations are incomplete and can not meet existing market demands of economic 4development. Currently, there are advertising the existing legal norms are and and enacted in 1987, was implemented in 1995, with economic development, social progress,
12、new problems and conflicts will continue to emerge in the past some of the flaws and shortcomings of the law will be shown. our current constraint object contains only advertisers, advertising operators and advertisement publishers, and ignore the advertising players, such as many stars use their fa
13、me as the spokesperson of the theories, involved in the production of false advertising, to bring great harm consumers interests, in accordance with existing regulations is difficult to hold them responsible. 3 effective monitoring mechanism has been established to monitor law enforcement is not eno
14、ugh. Increasingly serious illegal false advertising seriously damaged the legitimate rights and interests of consumers, and the entire community more 5comprehensive monitoring mechanism has been established, advertising regulatory functions of law enforcement agencies can not truly in place, law enf
15、orcement is clearly insufficient. At present, industrial and commercial administration management of content within the set of advertising, most advertisers are trademarks, contract co-located, the specific regulatory functions of regulatory power is clearly insufficient. Law enforcement agencies in
16、 the enforcement process as objective and subjective reasons, some of the illegal business of illegal punishment is too light, crack down on poor, the deterrent effect is not enough, so this is one of the reasons for the proliferation of false advertising. In addition, our ad management is bull management, After the ill-defined responsibili
