中国近代广告管理评析及启示

Modern Chinese Advertising Management:Analysis and Implications

民国时期,以法律为主要手段近代广告管理出现。法规体系的构建、政府的监管行为以及行业组织的自我管理作为近代广告管理制度的主要内容,对行业发展起到规范和推动的作用。但同时,行业立法落后,地方管理水平参差不齐,社会监管机制缺失等不足一直存在。由此反映出广告管理涵盖面广泛,需要国家、社会、行业、个人各方面、多层次协作管理,只有当各环节互相补充、共同发挥作用时,广告管理才能发挥最大功效。

Emerging in the Republic of China period, modern Chinese advertising management is practiced mainly through legal means. As the main content of the institution of modern advertising management, the construction of the legal system, the supervision from governments and the self-discipline of the industrial organizations all have regulated and promoted its development. Nevertheless, there had existed many problems which hindered its development such as outdated industrial regulations, uneven management levels of local governments as well as the absence of a social supervision system. As advertising management involves many facets, it requires multi-level collaboration and management of the nation, society, industries and individuals. Only when all the factors complement each other and make concerted efforts, will advertising management be brought into full play.