“限广令”后的中国广告业猜想

China Advertising Industry Development after Limitation Advertising Principle

2011年11月28日,广电总局下发《〈广播电视广告播出管理办法〉的补充规定》,决定自2012年1月1日起,全国各电视台播出电视剧时,每集电视剧中间不得再以任何形式插播广告。本文基于这项规定,探讨今后中国广告的发展趋势,提出了六大变化猜想,并阐述这些变化对不同主体带来的多赢可能性的假设。

On the November 28th,2011,China＇s State Administration of Radio and TV issued the Supplementary Provisions of the Broadcast and Television Advertising Management Approach. It is not allowed for all of the television stations to insert advertising in any form berween each episode of television series since January lst,2012. Based on this rule, this article will explore the developing tendency of the future Chinese advertising, put forward six sorts of change conjectures, and elaborate the possible win-win hypotheses on different objects causing by these changes.