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广告已成为现代商业社会无处不在、无孔不入的市场活动形式。对广告作为营销手段的品味、真假、优劣的研究和评论颇多,但将广告作为一种文化现象,作为现代商业社会文化的一个组成部分,对其价值倾向、观念特征、社会效应,却缺少理性的分析和判断;尤其是对于广告文化对青年——现代社会消费的先导群体、时尚的主要载体、商业广告的主要目标受众——的影响,缺乏自觉的认识和观念疏导。这使得我们面对潮水般涌出的广告,面对广告文化对青年日益强烈的观念渗透和行为塑造,缺少起码的准备。
Advertising has become a ubiquitous and pervasive form of market activity in modern business society. There are a lot of researches and comments on the taste, authenticity, merits and inferior of advertisements as a marketing tool. However, as a cultural phenomenon, advertising is an integral part of the modern business and social culture, and its value orientation, concept features, social effects, But lacks rational analysis and judgment. Especially, the influence of advertising culture on the youth, the leading group in modern social consumption, the main carrier of fashion, and the main target audience of commercial advertisements, lacks conscious awareness and perceptions. This makes us face the flood of advertising, the face of advertising culture increasingly strong concept of infiltration of young people and behavior shaping, lack of minimum preparation.