法国广告自律研究(1企业培训)法国广告自律的发展历程（Research on self governance of French advertising (1 enterprise training) the development process of French advertising autonomy）.docVIP

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法国广告自律研究(1企业培训)法国广告自律的发展历程（Research on self governance of French advertising (1 enterprise training) the development process of French advertising autonomy）.doc

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法国广告自律研究(1企业培训)法国广告自律的发展历程（Research on self governance of French advertising (1 enterprise training) the development process of French advertising autonomy）

法国广告自律研究(1企业培训)法国广告自律的发展历程（Research on self governance of French advertising (1 enterprise training) the development process of French advertising autonomy） France (France): French advertising autonomy began in the middle of the 1930s, and its advertising self-regulation organizations have used three names: the advertising Control Commission (OCA), the advertising review board (BVP) and the ARPP. The formation and renaming of the three ad autonomy subjects just witnessed the development process of the whole French advertising self-discipline, and reflected four obvious stages of development. One, OCA period (1935-1953 years): advertisement self-discipline is initiated and initial build period In August 29, 1935 by the French Business Managers Association (the Association of Business Managers France), including the media and publishers including 12 other organizations according to the 1901 law to set up the implementation of advertising advertising self-discipline control committee as the main purpose (The Board of Control of Advertisements/Office de Contr? Le des Annonces, hereinafter referred to as OCA). At first, the main purpose of advertising self-discipline was to resist false advertising, involving limited scope and social influence. It was limited to participating members, belonging to purely industry self-management activities. Therefore, the advertising self-discipline in the OCA period is essentially a spontaneous industry order, standardized action, and its practical level and understanding of self-discipline practice are in the initial stage. Accordingly, the social cognition of OCA was relatively low at that time, and the publics recognition of its self-discipline was limited. Two, BVP initial stage (1953-1972 years): advertising self-discipline exploration, development period In August 20, 1953, OCA later reorganized as the famous French advertising review board (Audit Bureau of Advertising/The Advertisement Verification Bureau, Bureau de V rification