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(China Daily)
Updated: 2008-02-25 10:44

Businesses, consumers and the whole society must work together to eliminate vulgar advertisements, says an article in Beijing News. The following is an excerpt:

A recent scandal involving a famous brand airing a controversial advertisement has put the spotlight on the issue of vulgarity in advertising.

We need to resist and get rid of vulgar advertisements that are disrespectful to civilized sensibilities and the public's right to rest and health.

It will take the combined forces of all sections of society to eradicate vulgar advertisements.

First, the corporate world is expected to accept its share of social responsibility. It is highly unlikely that a board that cherishes social values and public opinions would have let advertisements that are harmful to its corporate image and that trample on social norms be released for public consumption.

Second, consumer choice can also be a powerful check on vulgar advertisements. If consumers shy away from products or services that are advertised in a vulgar way, companies will certainly not dare to run such vulgar advertisements again, thus squeezing their living space. But this is an ideal option. Its effect depends on the elevation of consumers.

In addition to the two approaches mentioned above, we should set up an art review panel to regulate the advertising market and clamp down on vulgar spots. Like the rules governing urban planning, architecture and urban sculpture, advertising regulations are also a kind of social management.