Rethinking Advertising Skepticism in China after West

The present article reviews skepticism on the instrument of advertising in China which emphasizes that advertising in its existing institution doesn’t fit in the Chinese context. The literature reveals that consumer perceives the meaning of controversial, deceitful and waste of resources of advertising practice. It is reason of consumption of luxurious goods and increases the values of advertised item. Consumerism, consumer culture, sexual imagery, materialism and social differences are the conducive elements by advertisers to exploit for their utmost desire of maximization of profits. The review indicates that the regulation/code of conduct of advertising in the Western style is not a panacea. The elucidation of advertising as phenomena can arguably be addressed in the indigenous socio-political and cultural setting. In post-socialist China, Confucius ideals recommended as cultural, political, social and economic manifestation for authorities. It is suggested that institutionalization of advertising in accordance to Confucius’ “li”, “ren” and “xiaokang” serve the objectives of harmony, fair balance between economic growth and development and moreover issues concerning to the ecology.