The evolution of Chinese government policies toward advertising (1979-1989) and the issues involved, are examined by analyzing documents published inside and outside China.
The study demonstrates the historical background, social environment, and rapid growth of advertising in China. Advertising was resurrected in 1979 due to China's economic reform and open-door policy, and played an important role in the national economic development.
The study found that advertising developments in China were effected by political factors in society. The government's advertising policies were in a state of flux, and were not clearly defined within the broad complex of society's needs, aspirations and resources. The regulations on advertising were incomplete and their enforcement was weak.
It was concluded that China needs to upgrade its advertising level and to learn more from the West, but may not leap on the Western consumer-oriented bandwagon and neglect the political and cultural impacts of advertising on society. Between the two extremes - a rejection or a embrace of advertising - China needs to find a "middle road" for its further advertising development.
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