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A Study on Comparison of Advertising Regulation between Mainland China and Taiwan

  • 인문논총
  • 2015, 37(), pp.181-199
  • Publisher : Institute for Human studies, Kyungnam University
  • Research Area : Humanities > Other Humanities
  • Published : June 30, 2015

Son Sang Bum 1

1영남대학교

Accredited

ABSTRACT

With the development of science and technology, the world is becoming smaller. The economy is developing, which would help the advertising market, especially when the Chinese advertising market has been growing, and has created a large number of opportunities. The advertising market in China was initiated in Shanghai back in 1930s, and it has a considerable development in Taiwan as well. The advertising market in Mainland China and Taiwan is completely different due to the politics, economy, society, technology, cultural characteristics, and so on. For example, the advertisement in Taiwan often reflects capitalistic economy, whereas after the reform and open market policy in 1979, the advertising industry then had a rapid achievement and growth in the Mainland China. Because they used to be one nation, there is an inevitably a close interaction between Taiwan and Mainland China; with this kind of relationship, the demand for direct cross strait exchanges has also increased. In fact, there are all different kinds of regulations and limitations in commercial advertisement. With the cross strait relationship now, much improved and strengthened economic and cultural exchanges of the advertising ability become important. Thus, this paper aims to compare the differences in advertising regulations between the Mainland China and Taiwan.

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