The research is advertising sphere in the People�s Republic of China, Taiwan and Hong Kong

It also regulates actions of endorsers: if an endorser is a celebrity or commonly known person provides false information, he or she together with an advertising agency is responsible for the damages arising therefrom. If not, than he or she is liable with the advertiser for only up to 10 times of the reward he or she has received from the advertiser Ibid..

3) Radio and Television Law (�V���ҕ��) Radio and Television Law // Laws & Regulations Database of The Republic of China URL: http://law.moj.gov.tw/LawClass/LawAll.aspx?PCode=P0050001 was adopted in January 8, 1976 by Executive Yuan and now is administrated by the National Communications Commission. The last amendments were taken in January 06, 2016. The Law is adopted for the purpose of protection of the public and assurance of proper usage of broadcasting resources.

The law stipulates time limit for advertisements - they shall not exceed 15% of total broadcast time of a particular channel. The advertisements could be placed only after or before a program and could not be inserted in it. The exclusion is only for those programs which length is more than 30 minutes: in this case it is allowed to place advertisements once or twice Radio and Television Law // Laws & Regulations Database of The Republic of China URL: http://law.moj.gov.tw/LawClass/LawAll.aspx?PCode=P0050001.

4) The Production and Transmission Standards for Cable Radio and Television Advertisements (�о��V���ҕ�V���u���˜�) The Production and Transmission Standards for Cable Radio and Television Advertisements // URL: https://law.moj.gov.tw/LawClass/LawContent.aspx?PCODE=P0050011 and Regulations for the Methods of Broadcasting Advertisements and the Distribution of the Number of Advertisements of Radio and Television Businesses (�V���ҕ�V�沥�ͷ�ʽ�c���������k��) Regulations for the Methods of Broadcasting Advertisements and the Distribution of the Number of Advertisements of Radio and Television Businesses // URL: https://law.moj.gov.tw/LawClass/LawContent.aspx?PCODE=P0050057 are the supplement documents to Cable Radio and Television Act (�о��V���ҕ��) Cable Radio and Television Act // URL: https://law.moj.gov.tw/LawClass/LawContent.aspx?PCODE=P0050008, announced in August 11, 1993 by the National Communications Commission and last amended in December 6, 2017.

The Production and Transmission Standards for Cable Radio and Television Advertisements (�о��V���ҕ�V���u���˜�) were adopted in March 9, 1994. The document mostly regulates items prohibited for advertising, i.e. the contents of the advertisements shall not: 1. violate compulsory or prohibitive regulations under the law; 2. impair the physical or mental health of children or juveniles; 3. disrupt public order or adversely affect good social customs (Article 3). The more precise information is attached in the table to the Standards The Production and Transmission Standards for Cable Radio and Television Advertisements // URL: https://law.moj.gov.tw/LawClass/LawContent.aspx?PCODE=P0050011.

Regulations for the Methods of Broadcasting Advertisements and the Distribution of the Number of Advertisements of Radio and Television Businesses (�V���ҕ�V�沥�ͷ�ʽ�c���������k��) were adopted not so long ago - December 7, 2016, and last updated in May 4, 2018. They promulgate the precise information about how many times advertisements can be inserted in different programs which are broadcast on cable television. Thus, for example, �a segment of advertisements may be inserted twice in programs that last up to 30 minutes, three times in programs that last up to 45 minutes, and four times in programs that last up to 60 minutes. For the broadcasting of live events, advertisements may be inserted at appropriate times� (Article 2) Regulations for the Methods of Broadcasting Advertisements and the Distribution of the Number of Advertisements of Radio and Television Businesses // URL: https://law.moj.gov.tw/LawClass/LawContent.aspx?PCODE=P0050057.

5) Act Governing Food Safety and Sanitation Act Governing Food Safety and Sanitation // URL: http://law.moj.gov.tw/LawClass/LawContent.aspx?PCODE=L0040001 (ʳƷ��ȫ�l��������), Statute for Control of Cosmetic Hygiene (����Ʒ�l������l��) Statute for Control of Cosmetic Hygiene // URL: http://law.moj.gov.tw/LawClass/LawAll.aspx?PCode=L0030013 , Drugs and Pharmacists Management Act (ˎ��ˎ�̹�����) Drugs and Pharmacists Management Act // URL: http://www.6law.idv.tw/6law/law/ˎ��ˎ�̹�����.htm under the Ministry of Health and Welfare - these regulations mainly determine that drugs, food, cosmetics and medical materials, medical technologies and services advertising must be approved by Health Authority and receive a relevant certification document.

1.3 Authorities and Legislation Regulating Advertising Sphere in Hong Kong

According to the forecast, Hong Kong advertising market will also continue to shrink for the next five years. Nevertheless, expenditures for TV advertising is going to fall to 14% of the total market (now it is 16%) by the year of 2021, while the sector of online advertising will raise to 34% by the same period. Internet advertising overtook TV one for the first time in 2015 and since that the situation is hardly to be changed Ye J. Op. cit..

Moreover, in 2021 not only Internet advertising will overtake TV, but also such ad sector as Business to business (or B2B) Ibid..

The dramatic situation with TV ad is also connected with the fact that TV sphere in Hong Kong itself faces a lot of obstacles and loses its popularity and attractiveness. The oldest and the biggest broadcasting company in the city - Asia Television, or ATV, closed in April 2016, as funding dried up after years of losses Ye J. Op. cit..

Like in Taiwan, Hong Kong advertising market is regulated by several institutes and laws. The advertising market acts independently from the government and is different in comparison with China where the government highly regulates this sphere.

The foregoing authorities perform administration, regulation and ruling functions in Hong Kong:

1) Customs and Excise Department (��ۺ��P). Customs and Excise Department has a long history. As Hong Kong was one of the major ports with developed trade relationships and huge opium traffic, an authority regulating custom matters was strongly needed. Therefore, the Imports and Exports Office was set up as a branch of the Harbour Department (established in 1841) to collate trade data and monitor imports and exports of opium in Hong Kong. The modern history of the Department began in 1997 when Hong Kong became a special administrative region of the People's Republic of China Official web-site of Customs and Excise Department // URL: https://www.customs.gov.hk/sc/home/index.html .

The Department fulfills the following obligations: 1) protects the Hong Kong Special Administrative Region against smuggling; 2) protect and collect revenue on dutiable goods; 3) detects and deters narcotics trafficking and abuses of narcotic drugs; 4) protects intellectual property rights; 5) protects consumer interests; 6) protects and facilitates legitimate trade and industry and to uphold Hong Kong's trading integrity; 7) fulfills international obligations Ibid. .

2) The Communications Authority (ͨӍ�„չ�����). The Communications Authority is an independent statutory body established under the Communications Authority Ordinance (Cap. 616) in 1 April 2012. Previously its functions were performed by Broadcasting Authority established in 1987 and ceased to function in March, 31 in the favor of Communication Authority. It is a unified regulatory body overseeing the converging telecommunications and broadcasting sectors. It performs its actions under the Hong Kong Bill of Rights Ordinance (Cap. 383). Its main functions are giving license to domestic and foreign programs for broadcasting hold inspections and dealing with complaints about broadcasting and telecommunications services and imposing relating sanctions. Moreover, the Authority prepares and revises codes of practice in relation to advertising Official web-site of Communications Authority // URL: https://www.coms-auth.hk/sc/home/index.html .

3) Consumer Council (���M���T��) was established in 1974. Its main aim is to protect consumers' rights and interests. It performs following functions: 1. collecting information concerning goods and services and immovable property; 2. receiving and examining complaints and giving advice to consumers of goods and services and purchasers, mortgagors and lessees of immovable property; 3. encouraging businesses and professional associations to establish codes of practice to regulate the activities of their members Official web-site of Consumer Council) // URL: https://www.consumer.org.hk/.

When speaking about legal regulation of advertising sphere, it should be mentioned that in contrast with mainland China, Hong Kong did not adopt a unified advertising law. For this reason, Hong Kong advertising institute is regulated by a number of separated acts. Chinese Advertising Law, which took effect in1995, is the main document regulating both commercial and public service advertising. Hong Kong did not adopt any similar acts, but applies a number of acts and regulations, which were implemented by the authorities mentioned above, and the most significant are the follows:

1) Trade Description Ordinance (��Ʒ�f���l��) (Chapter 362 of the Laws of Hong Kong) adopted in 1981, last amended on 17 July 2012 and came into effect on 19 July 2013.

According to this Ordinance, a criminal offence is applied for using a false trade description of goods or supplying goods with false trade description. False and misleading trade descriptions of products used in advertisements are prohibited Trade Description Ordinance // URL: https://www.elegislation.gov.hk/hk/cap362?_lang=zh-Hant-HK . The Ordinance strongly regulates traders' behavior. For example, aggressive commercial practices are prohibited; in relation to this law aggressive commercial practices mean restriction of consumer's freedom �in relation to the product concerned through the use of harassment, coercion or undue influence� or any action (including advertising) making a consumer to take a wrong decision about a product (Article 13F) Trade Description Ordinance // URL: https://www.elegislation.gov.hk/hk/cap362?_lang=zh-Hant-HK . A trader using a bait advertising (�advertising � of products for supply at a specified price is bait advertising if there are no reasonable grounds for believing that the trader will be able to offer for supply those products at that price�) is also considered to commit an offense (Article 13G) Ibid..

2) The Generic Code of Practice on Television Advertising Standards (�ҕͨ�ØI���؄t) (�the Television Code�) was adopted by the Broadcasting Authority (now the Communication Authority) in 2001 (revised in 2013).

First of all, the Code gives a precise definition for advertising: �Advertisement or advertising material means any material included in a television programme service which is designed to advance the sale of any particular product or service or to promote the interests of any organization, commercial concern or individual; whether by means of words, sound effects (including music) and/or of visual presentation and whether in the form of direct announcements, slogans, descriptions or otherwise, as well as any promotional reference in the course of a programme to any products or services� (Chapter 2, Article 1) The Generic Code of Practice on Television Advertising Standards) // URL: https://www.coms-auth.hk/filemanager/common/policies_regulations/cop/code_tvprog_c.pdf .

The Code is developed in order to set advertising standards for four kinds of TV-programs, to which the Authority was given the relevant license, mainly: 1) domestic free television program services, 2) domestic pay television program services, 3) non-domestic television program services and 4) other licensable television program services. However, according to the Code, the Communication Authority does not preview advertising before its production. The licensee itself is responsible for the edition of advertisements and for their compliance with the provisions of the Code (Article 9) Ibid..

The first general and primary requirement, common for any advertising broadcast on TV, is specified in Chapter 3, Article 1: �Television advertising should be legal, clean, honest and truthful� The Generic Code of Practice on Television Advertising Standards) // URL: https://www.coms-auth.hk/filemanager/common/policies_regulations/cop/code_tvprog_c.pdf .

The Code also sets categories of advertising prohibited for production, such as firearms, mysticism, products associated with death and burial (except columbaria but with restrictions), unlicensed employment services, betting (with restrictions), night clubs, bath and sauna houses, etc., if they present sexual behavior, escort services (Chapter 5, Article 1) Ibid.. The following programs must be free of any advertising: religious programs and school programs within the Educational Television (Chapter 3, Article 15) Ibid..

The following categories of products can be advertised on TV, but with restrictions: alcoholic beverages, tobacco and tobacco related products, medical preparations and treatments, claims relating to nutrition or dietary effects, personal products (e.g., female sanitary products), financial advertising, real property advertising, film advertisements (Chapter 6) Ibid..

The Code also contains regulations about children and advertising and program sponsorship.

3) Broadcasting Ordinance (�V���l��) was adopted in 2000, last amended in 2013. This Ordinance mainly empowers the Communication Authority to issue codes of practice to regulate standards relating to programs and advertisements (therefore, The Generic Code of Practice on Television Advertising Standards was adopted). It also sets rights and obligations for advertising agents and those entities, to which the Authority gave relevant license (�licensee�) Broadcasting Ordinance // URL: https://www.elegislation.gov.hk/hk/cap562!zh-Hant-HK .

Moreover, the Ordinance determines time limits for advertising broadcasting. Thus, according Schedule 4 Part 3 (Domestic Free Television Programme Service. Supplementary Provisions. Television Programmes) �the aggregate advertising time of a television programme service shall not exceed 10 minutes per clock hour between the period from 5 p.m. to 11 p.m. each day and at other times the aggregate advertising time shall not exceed 18% of the total time the service is provided in that period� Broadcasting Ordinance // URL: https://www.elegislation.gov.hk/hk/cap562!zh-Hant-HK .

4) Trade Marks Ordinance (�̘˗l��) was adopted in April 4, 2013. According to Section 18 of the Ordinance comparative advertising where one compares the product price or service fee using a registered mark of another party (for example, a competitor), except the cases specified in Section 21 (1) Trade Marks Ordinance // URL: https://www.elegislation.gov.hk/hk/cap559?xpid=ID_1438403443195_001 .

5) Consumer Council Ordinance (���M���T���l��), adopted in July 1977, claims that one of the Consumer Council's function is to protect and promote good practices in the dissemination of consumer information, which include protecting consumers from untruthful claims in advertisements Consumer Council Ordinance // URL: https://www.elegislation.gov.hk/hk/cap216?xpid=ID_1438402841958_002 .

Moreover, the Consumer Council also adopted Good Corporate Citizen's Guide in 2005 Consumer Council Good Corporate Citizen's Guide // Official web-site of Consumer Council URL: https://www.consumer.org.hk/ws_en/competition_issues/model_code/2005031501.html (reference date: 03.04.2018), according to which promotional materials should be truthful and without any misleading elements, comply with the requirements of the related legislation, provide the full information about the product in order to allow consumers to make a rational decision while making purchasing.

6) Undesirable Medical Advertisements Ordinance (�����V��(�tˎ)�l��), adopted in April 1, 1953, prohibits to make any advertisements which can make people using any medicines or surgical appliance for the treatment of certain diseases or conditions or for certain purposes Undesirable Medical Advertisements Ordinance // URL: https://www.elegislation.gov.hk/hk/cap231!en-sc .

Chapter II. Social-cultural Analysis of TV commercial advertising in the PRC, Hong Kong and Taiwan

The basis for the research consists of TV-content, which was broadcaste on three channels simultaneously - CCTV 1 (the PRC), ViuTV (Hong Kong) and Da Ai (Taiwan) within the period from January 17-26, 2018. TV-content analysis helps to see what exact types of advertising are shown to the viewers.

Chinese Central Television (CCTV) - is the first TV-station in China, which has been operating since 1958. Up to date Central Television broadcasts over 1.1 billion of the population (90% of China territory). Every day 72.8 million viewers watch CCTV programs. On average, a viewer watches the programs 45 minutes a day, which is 30% of the time spent in front of TV. The main age category of the viewers - people from 25 to 64 years old  Richet-Cooper D. CCTV, 1.2 billion viewers strong // INA Global, 2011. URL: http://www.inaglobal.fr/en/television/article/cctv-12-billion-viewers-strong#intertitre-3 (reference date: 03.02.2018). CCTV controls several TV-channels, like CCTV 2 - financial channel, CCTV 4 - international channel in Chinese, CCTV 5 - sports channel, etc. However, CCTV 1 is the first and primary channel of Chinese Central Television (CCTV) with the universal set of programs (programming includes drama series, variety shows, news, animations, and live broadcast of specials events) without any specialization like politics, economics, religion, etc. It started to broadcast in 1958 and its broadcasting lasted 6 hours a day. Now it is 24 hour broadcasting channel which available both for cable and terrestrial viewers. Moreover, CCTV 1 is the channel with the most expensive advertising. Thus, the prime-time broadcasting (about 7:59 p.m.) of one advertising video lasting 5 seconds costs 100,7 yuans, excluding the period from February 15 to March 2 as this time is for holidays of the Spring Festival in China Prices of TV programs and advertisements on CCTV-1 Channel for 2018 // URL: http://1118.cctv.com/3/01/index.shtml.

ViuTV is a Cantonese TV Channel set by Hong Kong Television Entertainment Company, based in Hong Kong, free to air on Channel 99. The channel focuses on people and human nature by producing factual entertainment programs. The aim is to establish an �open platform� for creative people in Hong Kong, and even around the globe, to promote Hong Kong's original TV programs to the world, so that �creativities that belong to Hong Kong, can go beyond Hong Kong�. Channel 99 has been starting 24-hour broadcasting across the whole city since April 2016, bringing a real choice of TV entertainment to all people in Hong Kong Official web-site of ViuTV Channel // URL: https://viu.tv/. According to the price-list published on the official website of the channel advertising price depends on the program and the time. Thus, for example, broadcasting of advertising during TV series �School 2017� (�WУ 2017 Xuexiao 2017), time: 19:00-19:55 from Monday to Friday, costs $538,000 (starting price) for 1 month (April, 11 - May, 11) Program Highlights for March/April // URL: https://viutv-cms.s3.amazonaws.com/shteqUEQ98UXusBZ.pdf .

DaAi TV was established in 1995. DaAi TV strives to provide wholesome programs for viewers of all ages, to help bring about a society characterized by peace and harmony and inspire lives of truth, goodness and beauty. The range of programs is various: news, dramas, popular science and medical programs, cultural programs suitable for the whole family. The channel does not broadcast commercial advertising in the common sense, but create its own unique advertisements promoting not only products but also proper social behavior. For this reason, this kind of commercial combines both product promotion and promotion of public service Official web-site of DaAi TV Channel // URL: http://www.daai.tv/ .

The results of the analysis let me to separate four types of the advertising, which coincide with the types emphasized in the previous research, namely:

1) Advertising of Foreign Products. In this type of advertising foreign products produced abroad are usually promoted. Often the subject of the advertising is a product of a world-known international brand, but local products (for example, produced by a neighbor country) also can be promoted.

However, foreign brands also use local social and cultural elements in advertisements in order to localize the product faster, integrate it into a new society and get to local market easier. Using Zhongguo Yuansu makes advertising original and such advertising can attract consumers' attention. This sub-type of commercial - advertising of foreign products with social and cultural elements - also can be seen in the research material. For example, advertising of McDonald's on Hong Kong channel - ViuTV. Right before the Spring Festival the world known fast food company decided to launch a commercial with traditional elements, such as calligraphy and traditional wishes for the Spring Festival.

2) Advertising of Domestic Products without Social-Cultural Elements. Products usually promoted in such commercial are made in home country (in PRC, Taiwan and Hong Kong in this particular case), but from the visual point of view this type of commercial has no significant differences with the first type. However, this type usually pursues the same purpose - to create an image of domestic production and stimulate consumers' demand for national products.

3) Advertising with Social-Cultural Aspects or Zhongguo Yuansu. This kind of advertising means the usage of different traditional and cultural elements in the content. These elements belong to a particular nation and have different form of representation, such as traditional music, clothes, handicrafts, etc.

4) Public service advertising. Public service advertising pursues the aim to attract people's attention to particular social problems, promote special way of life and behavior, create a particular opinion on a subject. This type does not promote a product in order to increase sales and make a profit, it is absolutely non-commercial.

��������� �� http://www.allbest.ru/

The results of the content analysis of prime-time broadcasting for CCTV 1 from January 17 to January 22 are the following: the majority of the advertising content broadcast is the second type, or advertising for domestic products without social-cultural elements (46,9%); advertising with social-cultural aspects takes one forth of the content, or 25,3%; public service advertising represents 9,5% of the content, and the minority of the content is foreign products advertising (only 1,7%).

No doubt that advertising of domestic products takes the largest part of the content. Most of the promoted products represents the latest goods in the sphere of technology and technics, for example, cars, computers, smartphones and so on, but ordinary products like food, drinks, clothes, cosmetics and services are also promoted.

The examples of such type of advertising are different brands of cars - car model GM8 by Chuanqi Company (������˾), by Volkswagen Group China (��������)��Changan Company (������˾), Gag Gruoup (��������)��car model S7 by Biac Group (��������)��car model Song Max (��MAX) by BYD Company (���ǵ�)��motorcycle Aima (����); domestic appliances by Haier Company (������˾) (washing machine), Midea Company (���Ĺ�˾) (kitchen hood)��Fotile Company (��̫��ҵ) (dishwashing machine)��Gree Company (����) (air conditioner and air humidifier); Huawei (��ΪƷ��) and Gome (����Ʒ��) smartphones.

As concerned other products, the most frequently broadcast commercial videos are, for instance, yogurts of Xiaoyangren Company (С����); energy drink Tizhi Nengliang ������������by Henan Woshi Company (������ʵ���޹�˾); soya milk Doubendou (������) by Dali Foods Group (����ʳƷ����) and almond drink Lulu (¶¶); corn oil of Changshouhua Food Company (���ٻ�ʳƷ���޹�˾)��sunflower oil by Duoli Company ��������˾��and Jinlongyu Company (�����㹫˾)��peanut oil Luhua (³��); toothpaste by Yunnan Baiyao (���ϰ�ҩ); shampoos for men and women by Lanyueliang Brand (������Ʒ��) and See Young Brand (��Դ); milk Yili (����); infant formulas by Junlebao Company (���ֱ���˾), Changhe Company (���׹�˾) and Jinlingguan Company (�����); ceramic tiles Dalishi (����ʯ) and Marco Polo (���ɲ��޴�ש).

TV commercial also includes promotion of different types and kinds of services like shopping malls Wuyue (���ù㳡) and Wanda (���㳡)��real estate Biguiyuan (�̹�԰)��online shopping platform Suning (����), etc.

However, according to the analysis results, advertising of foreign products occupies only a little part - 2.1%, or only 5 commercial videos for 6 days. The products promoted are shampoo Head&Shoulders, toothpaste Crest, Japanese car Isuzu and American car Ford. Such a small promotion of foreign goods and services could be explained by two reasons, which are, nevertheless, connected with each other.

First of all, November 8, 2016 CCTV implemented a project called Plan for National Brands (����Ʒ�Ƽƻ�). Under this Plan CCTV issues an advertising tender for companies. The terms of the tender is that the product would be promoted during CCTV national news (��������) and a program Talks on Focus (�����̸), which are in the air from Monday to Sunday at 7 p.m. and 7:38 p.m., respectively. CCTV signed contracts with different Chinese companies and places their advertising at the aforementioned time. For this reason, CCTV created a list of companies included into the Plan, for example, the following companies are presented: Lanyueliang Brand (������Ʒ��), Jinlongyu Company (�����㹫˾), Changan Company (��������), Fotile Company (��̫��ҵ), Gome (����Ʒ��), BYD Company (���ǵ�), etc. Guojia Pinpai Jihua (Plan for National Brands) // Baidu Baike URL: https://baike.baidu.com/item/%E5%9B%BD%E5%AE%B6%E5%93%81%E7%89%8C%E8%AE%A1%E5%88%92/20563665?fr=aladdin (reference day: 08.01.2018)

The purpose of the created plan is �to change Chinese products into Chinese brands, and make these brands prosper�, encourage �Made in China� politics and take brand competition as a national strategy. One of the advantages of the Plan is that it provides small and medium enterprises with access to the channel with the biggest amount of viewers Xie J. Guojia Pinpai Jihua: bu zhi shi guanggao name jiandan (Plan for National Brands: Advertising Could Not Be More Simple) // Xinwen Zhanxian (News Front). - March 27, 2017. URL: https://mp.weixin.qq.com/s/8625MH9sxXVrYVQUA74a8Q .

For this reason, only national products are promoted from 6 p.m. to 8 p.m., while advertising of foreign products starts only after 8 p.m. As the analyzed content of CCTV air mostly covers just this period - from 6 p.m. to 8 p.m., the percentage of the first type of advertising is very low.

The third type of advertising - advertising of domestic products with social-cultural aspects - takes almost one third of analyzed content, or 29,4%. This advertising also promotes domestic products, so it is included into the Plan.

The analysis of this type of advertising was done on the basis of ethno-cultural elements and traditions in the content of the commercial videos. These elements are represented by different aspects of culture, both material and spiritual, but the most frequently used elements are the following:

- traditional music (12 videos, or 35,2%) (for example, in the commercial video of a drink Jiaduobao (�Ӷ౦), cosmetics Meifubao (������), vodka Mengzhilan (��֮��);

- calligraphy and traditional writing (11 videos, or 32,3%) (for example, in the commercial video of a vodka Guojia Maotai (����ę́), online shop Jingdong (����), vodka Jiannanchun (���ϴ�);

- traditional architecture and interior (11 videos, or 32,3%) (for example, in the commercial video of a company providing medical services Hengda Jiankang Group (��󽡿�����)��traditional Chinese medicines by Zhangzhou Pien Tze Huang Pharmaceutical Company (?�B�Ўe?ҩҵ�ɷ����޹�˾��), a drink Liuge Hetao (��������) by Yangyuan Zhihui Drink Company (��Ԫ�ǻ���Ʒ�ɷ�);

- traditional clothes (8 videos, or 23,5%) (for example, in the commercial video of a drink Jianlibao (����������), alcoholic beverages by Qinghuacijiu Company (�໨�ɾƹ�˾), traditional Chinese medicines by Zhangzhou Pien Tze Huang Pharmaceutical Company (?�B�Ўe?ҩҵ�ɷ����޹�˾��);

- traditional landscape Shanshui (ɽˮ,Mountains and water) (6 videos, or 17,6%) (for example, in the commercial video of a vodka Qinghualang (�໨��), traditional Chinese medicines by Tianjin Lisheng Zhiyao Company (�V�×͐���ҩ�ɷ����޹�˾), cosmetics Meifubao (������)��

- traditional decoration (5 videos, or 14,7%) (for example, in the commercial video of an online shopping platform Suning (����), vodka Mengzhilan (��֮��) and liqueur Hongmao Yaojiu (��éҩ��).

In advertising of domestic products without social-cultural elements, ethnocultural components and references to traditions - Zhonggu yuansu - can be used in different ways and in different quantities: for example, a single advertising video can be completely devoted to a certain traditional holiday or strongly saturated with various ethno-cultural components. At the same time there are videos, in which zhongguo yuansu appear only for a few seconds, so initially, even this video can be attributed to another type of advertising. In addition, in a certain advertising video one cultural component or several traditional elements at once can be used.

The use of cultural and traditional components in commercial advertising makes it possible to form and strengthen in the public consciousness a positive image of their homeland, to activate ethnocultural and ethnopsychological dominants of the world outlook and world pictures and develop a sense of national unity and pride for the cultural achievements. The use of various forms of representation of such components, for example, musical series, text, audio text, etc., helps to activate the visual and audio perception of the viewer, thereby increasing the effectiveness of the advertising effect, which in the highest degree realizes its double goal.

Despite the fact that the audience perceives the ethnocultural content included in the advertisement at a subconscious level, its use is not a hidden intention of the state to act secretly on the public in order to achieve certain tasks. The creation of advertising content with this specificity is enshrined by the state legislatively, as we could see by studying the normative acts and documents, which is one of the main differences between advertising in the PRC from Western models and, particularly, from, Hong Kong and Taiwan. Therefore, we can say that in China advertising is not just the main method of commerce, but also an effective political tool that allows the state through its influence on people to implement their strategies.

When speaking about public service advertising, as it has been already mentioned above this type of advertising must be included into advertising content of channels according to the Chinese legislation. The analysis reveals that public service advertising takes 11.8% of the content. Most of the videos introduces to a viewer different provinces and regions of China: these videos tell about different special features of a particular region, its famous places and sights, traditions and customs, handcrafts, etc. For example, this kind of public services advertising represents Guizhou province (����ʡ), Fujian province (����ʡ), Jiangxi province (����ʡ), Anhui province (����ʡ)��Gansu province (����ʡ)��different cities and towns like Yichang (�˲�), Fukang (����).

Some of the videos transmit traditional sociocultural patterns of behavior and etiquette, both the rules of everyday communication, etiquette forms, and ways of realizing the principle of the sons' reverence xiao (Т) are presented. The concept of xiao (Т) is semantically complex, it includes love and respect for elders both in the context of the family, and in the context of society and the state. Thus, one of the videos is devoted to the family and the necessity to come back home and see parents.

Another type of public service advertising presents a concept of modern Chinese dream on the basis of a clear indication of the meaningful orientations of modern Chinese and their correlation with the goals of state, social and economic development of the PRC. The Chinese dream, being a symbol of the life strategy of the whole Chinese people and of its individual representatives, is based on the desire of the individual and the state to form and develop social harmony, relying on the centuries-old tradition and spiritual experience of previous generations.

Furthermore, public advertising promotes safe behavior among the society: it tells people of the necessity to fasten a seat bell in a car. Another serious problem of China is ecological issue, so some videos are also created for nature protection. It is also vital to mention that most of public service advertising videos is broadcast from 6 p.m. to 7 p.m.

��������� �� http://www.allbest.ru/

Regarding the analysis of TV-content in Hong Kong, the results are the following: like in China the majority of advertising in the content is taken by the second type of adverting - advertising of domestic product without social-cultural elements (46,0%). However, in contrast with China, where the adverting of foreign products is strongly discouraged, in Hong Kong this type is the second popular (31%). The advertising of domestic products with social-cultural elements is also broadcast on TV, but almost twice as less than in China (29.4% vs. 14.1%). Advertising content on ViuTV also contains public service advertising (8.9%).

The second type of advertising - advertising of domestic product without social-cultural elements - also promotes various range of products and services: bank PrimeCredit Limited (�������J���޹�˾), travel company Miramar Travel (�����A���[), online travel agency Hutchgo, insurance company AIA Group (�����Ѱ�U), face mask Meiyuan Facai (��Դ����)��shop of healthy and organic products Market Place, supermarket Welcome (�ݿ������г�), jewe,.lery Chow Sang Sang (������)��learning center MathConcept (��ѧ˼ά), medicines by Herbalgy Pharmaceutical Ltd. (���jͨˎ�I���޹�˾), sport event Cycle for Millions (����������), medicines by Ling Nam Medicine Factory (hk) Ltd. (����ҩ��(���)���޹�˾), etc.

Foreign products advertised in the first type are represented from different countries: USA, UK, Japan, Greece, Israel, Germany, New Zealand, France, Italy and so on. The main promoted products are English courses for children by British Council, jewelry and accessories by Folli Follie, furniture German Pool, online travel agency Expedia, domestic appliances Hitachi, fast food restaurant KFC, cheese Anchor, professional cosmetics Ingrid Millet, shampoo Ichikami, pans Ballarini, cosmetics D.U.P., muesli Fitness. In one of the videos for cosmetics Skin Relief even a famous American actress Jenifer Aniston was starring.

However, the third type - advertising of domestic products with social-cultural elements - also appears on Hong Kong TV. The examples of such type can be presented by the following promoted products and services: restaurant by Maxim's Group (���ļ���)��supermarket Welcome (�ݿ������г�), products by Fortune Pharmacal Co., Ltd (�؏��Ҹ�ֹʹ��), retail company Jin Yuan (��Դ��ҵ(���)���޹�˾), dumplings Baoyudan (���㵰).

The most frequently social and cultural elements used in ViuTV advertising are the following: calligraphy (50%, or 3 videos out of 6), traditional clothes (50%, or 3 videos out of 6), traditional interior (33,3%, or 2 videos out of 6), traditional cuisine (16,6%, or 1 video out of 6) and traditional architecture (16,6%, or 1 video out of 6).

The advertising content of Hong Kong TV also contains public service advertising. Nevertheless, it deeply differs from the one on Chinese CCTV. If Chinese public service advertising mostly focuses on introducing China to a viewer, promoting particular behavior and values, praises the greatness of China and so on, Hong Kong public service advertising instead tells a viewer different governmental services, rights and obligations of citizens, instructions how to apply to various bodies and institutions - in fact, the advertising client in this case is governmental bodies themselves. For instance, Legislative Council (����؄e�����^������) launched a video telling about the procedure of the declared by-elections; a video of Social Welfare Department of the Government of the Hong Kong Special Administrative Region (����؄e�����^�������������) contains information about its services, and also different preferences and subsidies for one or another population category. Another example is a public service advertising by Transport Department (����؄e�����^���\ݔ��): the video tells about appropriate behavior on public transport and necessity to help disabled people. The public service advertising of Labor and Welfare Bureau (����؄e�����^���ڹ���������) is also devoted to disabled people or, more precisely, to guide dogs and necessary information on how to get the relevant assistance. The relevant videos were also presented by Communication Authority (ͨӍ�„չ�����) and Rating and Valuation Department (����؄e�����^�������A��I���r��) introducing viewers to activities of these two bodies. Moreover, most of public service advertising videos are accompanied by sign language interpretation which making it more available for different population categories.

If speaking about advertising content of Taiwanese DaAi Channel, it should be mentioned that it forms a special case. DaAi TV is an exception, this channel has its own concept and forms of material presentation. The channel concept is concentrated on love and peace, reaching a harmony for each individual and society in the whole. However, this concept is implemented not via broadcasted range of programs, but exactly via advertising. The key point is that DaAi TV has a special right to create its own advertising, and it pursues not only commercial goal but also contains social and cultural elements, which helps to promote certain values and traditions. The amount of advertising is also very low - from 10 to 15 videos for 2 hours, but they are usually longer than those on Chinese or Hong Kong Channels.

Commercial videos of the following companies combines both commercial and public service aims: laptops and other electronic devices by ASUS (�A�T), investing company Dadu (���), medical products by Mingtai Chemical Co., Ltd. (��̨�����ɷ����޹�˾), exporting company Ancheng (������I���޹�˾), Universal Container Terminal Co., LTD. (�h��}���ɷ����޹�˾). Unfortunately, DaAi TV advertising does not promote foreign companies or goods but it is only due to the channel's policy, not for the reason of legislative prohibitions or politic or economic obstacles of the region.

Undoubtedly, the channel with such content also broadcast pure public service advertising without promoting any products or services. This type of advertising focuses on a healthy lifestyle, ecological problems (especially, importance of collecting garbage, introducing to traditional handicrafts, customs and values.

Moreover, DaAi advertising content includes a special column called Jingsi (��˼) in which quotations related to religion and said by outstanding Buddhist monks, different poets and philosophers are shown.

The case of DaAi TV is an excellent example of how free advertising markets work without any intervention from the government. The channel has a right to broadcast its own created videos making advertising suitable for the accepted concept according the channel's adopted formats and standards That kind of situation is highly difficult to imagine on Chinese advertising market where channels and advertisers are facing severe restrictions from the state.

Conclusion

In conclusion is should be mentioned that using advertising as a propaganda method of one or another aim, particularly, cultural strategies is rather effective method, as advertising is able to attract wide mass of people in spite of nationality, education level, social origin, etc. Chinese advertising both commercial and public service differs from West advertising (as well as from advertising in Hong Kong and Taiwan) structurally, contently and semiotically. Using of social and cultural components in advertising in order to attract people's attention to history, culture and traditions promotes the formation in social perception the image of the state's exclusiveness in historical and cultural sense, encourages the propaganda and overall promotion of national traditions and values making them actual up to date.

Implementation of Chinese cultural strategies through modern TV-advertising to strengthen basic social-cultural and traditional values, communicational behavior patterns in the society.

At the same time, the situation in advertising sphere in two regions - Taiwan and Hong Kong, which are officially considered to be the territories of the People's Republic of China, differs radically from that one in mainland China. Practically, both Taiwan and Hong Kong are stables market-oriented economies, which are similar to a structure of a post industrial country with developed service sector. As it could be expected, Taiwan and Hong Kong advertising markets are more look like the West model and more free from the government regulation, advertising in any way is not used is a mean of achievement of particular political or other purposes.

For the achievement of the aim and purposes stated in the frame of this research, I studied and analyzed the TV-content of three channels in the PRC, Taiwan and Hong Kong in prime-time in order to reveal what kind of advertising actually is broadcast during this high time. According to the results of the content analysis, it was stated that social and cultural elements are used in the PRC and Hong Kong advertising but the approaches to their using are different. The PRC broadcated advertising mostly does not include promotion of foreign products while this type of advertising takes one of the largest part of Hong Kong advertising content. The results of analysis of Taiwanese advertising content shows that Taiwan makes a special case. Furthermore, the typology of the analyzed commercial was made.

Moreover, in order to understand which instruments are used to make advertising market functioning, the legislation and regulating authorities were analyzed.

In other words, the results of the analysis made in this course paper helps to solve the main problems that allowed to see the main difference between advertising of Taiwan, Hong Kong and China, find out the main trends of advertising market in Taiwan, Hong Kong and China, their functional characteristic and reveal their specificity:

- The main distinguishing feature of the advertising sphere in the PRC from advertising in Taiwan and Hong Kong is the high level of state participation, which regulates advertising content and uses it as one of the means of propaganda of cultural strategies where history and traditions play a key role. Thus, the dual role of commercial advertising in the PRC is formed: the commercial purpose and promotion of goods and the transmission of cultural and traditional components to the public.

The intervention of the government into advertising sphere is confirmed by the relevant documents, for example, by Advertising Law (adopted in 1995, amended in 2015), Notice of Production of Public Service Advertising, different adopted programs and concepts like Zhongguo Yuansu (2004) and Plan for State Brands (����Ʒ�Ƽƻ�). The main bodies regulating advertising market and content are State Administration of Press, Publication, Radio, Film and Television of The People's Republic of China, State Administration of Radio and Television of the People's Republic of China, Publicity Department of the Communist Party of China.

On the other hand, unlike in China, advertising markets in Taiwan and Hong Kong are free from the government regulation and act independently. The markets are regulated by a number of bodies and organizations. For example, in Taiwan the main of them are the National Communication Commission, the Fair Trade Commission, Food and Drug Administration of Ministry of Health and Welfare and others, and they can adopt necessary laws, acts and other legal documents regulating advertising sphere. The advertising market is regulated by the following documents: Television Advertising Production Act (regulates advertising content), Fair Trade Law (prohibits using of misleading information), Radio and Television Law (regulates proper use of broadcasting resources), Act Governing Food Safety and Sanitation, Statute for Control of Cosmetic Hygiene, Drugs and Pharmacists Management Act (state that the product must be approved by Health Authority and receive a relevant certification document), Television Advertising Production Act (regulates the content of advertising).

Concerning Hong Kong, the bodies regulated advertising market are Customs and Excise Department (��ۺ��P), Communications Authority (ͨӍ�„չ�����), Consumer Council (���M��ί�T��). The legislation in Hong Kong concerning advertising sphere includes the following laws and regulations: Trade Description Ordinance (��Ʒ�f���l��), The Generic Code of Practice on Television Advertising Standards (�ҕͨ�ØI���؄t), Broadcasting Ordinance (�V���l��), Trade Marks Ordinance (�̘˗l��), Consumer Council Ordinance (���M��ί�T���l��), Undesirable Medical Advertisements Ordinance (�����V��(�tˎ)�l��).

- According to the purposes of the research (to understand what kind of content is broadcasted and whether social and cultural elements are included in it or not), all advertising content of China and Hong Kong channels was divided into 4 main categories, which are: 1) Advertising of Foreign Products; 2) Advertising of Domestic Products without Social-Cultural Elements; 3) Advertising with Social-Cultural Aspects or Zhongguo Yuansu; 4) Public Service Advertising.

- The results of the analysis showed that in both regions the vast majority of advertising content takes the second type of advertising, or advertising without social and cultural elements - 46.0% in Hong Kong and 56.7%, respectively. However, the difference between the figures is about 10%. At the same time, advertising with social and cultural elements takes almost one third, or 29.1%, of the content in China, while in Hong Kong it also included into the content but its amount is lower - only 14,1%. As it also can be seen in the results, the advertising of foreign products is almost absent in Chinese content and occupies only 2,1%, when it is one of the most important part of Hong Kong broadcasted advertising - 31%.

Furthermore, as it was stated above, cultural elements were also used in the advertising of foreign products by McDonald's on Hong Kong channel - ViuTV. Foreign companies usually use them in order to enter the local market quicker through the cultural dimensions. Traditional elements encourage local people for buying the product as the elements help to increase the trust of the local consumers as the product is promoted from the local point of view.

The predomination of the advertising of domestic products, both with social and cultural elements and not, can be explained by Plan for National Brands, adopted by CCTV Channel in 2016 and implicating the advertising only of national brands for their dominating promotion in the society.

Public service advertising is also presented on both channels and in equal proportion - 11.8% in China and 8.9% in Hong Kong, respectively. However, their purposes are different in the regions. Public service advertising on ViuTV has civil nature, telling the citizens about their rights, different document procedures, functions of one or another governmental body. In China this type of advertising is mainly devoted to culture and traditions, it tells about the individuality of different Chinese regions, praises the CPC.

Totally the content of 2-hour live air of CCTV 1 Channel (China) and ViuTV (Hong Kong) in prime-time in the period of January, 17-22, was analyzed.

- Social and cultural elements in the videos are represented by various aspects. For example, in the commercial videos of CCTV the most frequently used are the following: traditional music (12 videos, or 35,2%); calligraphy and traditional writing (11 videos, or 32,3%); traditional architecture and interior (11 videos, or 32,3%); traditional clothes (8 videos, or 23,5%); traditional landscape Shanshui (ɽˮ,Mountains and water) (6 videos, or 17,6%)��traditional decoration (5 videos, or 14,7%). The results for Hong Kong ViuTV Channel are the following: calligraphy (50%, or 3 videos out of 6), traditional clothes (50%, or 3 videos out of 6), traditional interior (33,3%, or 2 videos out of 6), traditional cuisine (16,6%, or 1 video out of 6) and traditional architecture (16,6%, or 1 video out of 6).