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下面为大家整理一篇优秀的essay代写范文- Internet advertising in new advertising regulations，供大家参考学习，这篇论文讨论了新广告法规中的互联网广告。如今，新广告法规中互联网广告的概念过度扩张，缺乏合理性，以电子商务网站销售页面的信息为例，由于互联网广告概念的扩张，导致互联网广告与非广告信息界限模糊，影响了法律的可预期性。同时，互联网广告概念的扩张会导致严格的广告规制进入电子商务领域，造成种种不良后果。最后，即使互联网广告概念不扩张，电子商务网站销售页面信息不被认定为广告。

The rise and development of online advertising has greatly changed the ecology of advertising industry and brought new challenges to the implementation of advertising law. In response to these challenges, an AD regulation system adapted to the Internet era was established and the advertising law was revised. On April 24, 2015, the 12th session of the 14th meeting of the standing committee of the National People's Congress passed the law of the People's Republic of China advertisement law "amendment, marks the advertisement law of the revised after NPC SanShen finally completed, the revised advertisement law in September 1, 2015 formally implemented. On September 1, 2016, the interim measures on Internet advertising management, which is specifically regulated by the advertising law, was implemented in accordance with the revised advertising law. The revision of the advertising law and the promulgation of the supporting measures indicate that the legal system of China's Internet advertising supervision has been preliminarily established. But what is undeniable is that the specification is always something new law faces major challenges, new advertising laws and regulations while solved many problems, but also caused some new problems, unreasonable expansion is one of the concept of Internet advertising. Of new advertising regulations reflect the rationality of the concept of Internet advertising, to make more focus, based on the e-commerce sales page as the center, the information from the Internet advertising and the advertising information of fuzzy boundaries, the new concept of advertising regulations in expansion of adverse consequences and the necessity of the new concept of advertising regulations in expanding the three Angle discussion.

To explore the concept of Internet advertising, we must first return to the concept of advertising. The American association of advertisers, advertising is defined as: "the mass media advertising is paid, the ultimate goal for intelligence, change the attitude of advertising goods, induce its action and make the advertisers benefit." Chen Pei love said: "advertising is a kind of by advertisers, individual or organization will be encoded the specific information in the form of appropriate symbols, through certain media repeatedly conveyed to the target audience, to influence or change the idea of the target audience or behavior of an open, non face-to-face, paid information dissemination activities."

From the concept of advertising, advertisements have the following characteristics:

Advertising is not a simple information dissemination, but have a purpose, selective transmission of information, the purpose is through the transmission of information, "to influence, change, or reinforce the ideas, emotions, or behavior of the target audience, to advertisers and advertising spread of communicators desire to reach a purpose". In the field of commercial advertising, information transmission of advertising is to persuade an audience interested in the products being advertised or persuade them into buying program, this persuasion "by the media to communicate to inform consumers to purchase products, increase the manufacturer's profits".

In the process of advertisement, advertisers and advertising communicators in the active position, they choose to advertising to spread information, what is the mode of transmission, choose what object to spread, the spread of the number, etc.; At the same time, the receivers of advertising messages, known as "audiences", have passivity. From the perspective of the daily audience, the information in the advertisement is not the result of its active search, but the mandatory "push" to him, whether or not he wants to accept it.

Relevant to the above two points, the information in the advertising communication reflects the will of the advertiser and the advertiser, and finally reflects the will of the advertiser. As a result, their will to choose information is spread their information to advertisers, and in some cases, they even can spread fake information, this creates a false advertising. Thus, the will of advertisement may lead to the non-objectivity of advertising information, which is also the reason why advertising should be regulated.

Advertising is transmitted to the audience through advertising media, which refers to impersonal media. Personification of media, such as word of mouth or oral, not advertising, advertising as a famous American scholar William? arens says: "word of mouth or oral although is a means of communication, but it is not a kind of advertising media. It is not organized, publicly sponsored or paid for."

The revised advertisement law is not given in the form of definition about the concept of advertising, but is determined by the applicable scope of the form, its regulation: "within the territory of the People's Republic of China, commodity operator or service provider through certain media and forms directly or indirectly to introduce what you promote the sale of the commodities or services of commercial activities, this law shall apply." Compared with before revision, the most significant change in advertising concept in the advertising law is the removal of the "bear expense" requirement, which is that the redeemable elements are removed from the concept of advertising.

The compensation of advertising is an important element to control the rationality of advertising concept, especially in the concept of Internet advertising. Under the control of the payables, only those advertisers who are paid by the advertisers will be able to release information through other people's Internet media, which is controlled by others. And individuals or businesses through its have a legal right to use the information released by the network space, such as the official website, social media, e-commerce sales page information, because do not need to pay fees, will be excluded from the concept of advertising.

When the revised advertising law eliminates the compensation requirement, it greatly expands the advertising extension. Some scholars believe that all the Internet space for public commercial promotion can be advertising media, including blogs, BBS, e-shops and self-established websites. When all the network space is understood as a concept of advertising in the media, and paid elements removed from the concept of advertising, logic will lead to the result: the extension, the extreme expansion of advertising on the network can be almost all commercial information about the products or services are included.

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