广告的文化内涵研究

发布时间：2018-03-23 15:01

本文选题：广告　切入点：文化内涵　出处：《河海大学》2006年硕士论文

【摘要】：广告已深入到人们社会生活的各个角落,成为一种文化现象。广告文化作为一种社会文化现象,在传播过程中,它传递出某种文化信息,体现出某种价值观念,这就潜移默化地改变着人们的思想和价值观念,引导和改变着人们的消费行为和消费方式。不同时期的广告反映一个国家和民族不同时期的文化发展、价值观念、审美情趣和经济状况。本文从文化角度入手,挖掘广告的文化内涵。主要表现在哲理、道德、历史、民族、艺术等方面。不同的广告反映了社会文化的不同方面,也作为社会文化的构成因素丰富了社会文化。对广告文化探讨的主旨是提高广告的文化品味,挖掘广告应具有的文化意蕴,增强广告的艺术表现力,使广告人驾驭广告的艺术创作规律,创作出符合社会主义精神文明建设和美学要求的广告作品,更好地为建设社会主义的先进文化服务。广告借助大众媒介得以广泛传播。广告作为传播思想与文化的一种特别形式,就必然成为思想政治教育与社会精神文明传播的载体。通过本文的研究和探索,期望能利用大众传媒的普遍性和渗透性以及广告的影响力,在广告中蕴涵积极健康的文化内容,倡导健康向上的生活方式,使其成为思想政治教育的有力工具,并有助于建设精神文明和建构社会主义的新文化。
[Abstract]:Advertising has penetrated into every corner of people's social life and become a cultural phenomenon. As a social and cultural phenomenon, advertising culture, as a social and cultural phenomenon, conveys certain cultural information and embodies certain values in the process of communication. This will change people's thinking and values, guide and change people's consumption behavior and consumption style. Advertising in different periods reflects the cultural development and values of a country and a nation in different periods. Aesthetic taste and economic condition. This article starts from the cultural angle, excavates the cultural connotation of the advertisement, mainly displays in the philosophy, the morals, the history, the nationality, the art and so on. The different advertisement has reflected the different aspect of the society culture, The purpose of discussing advertising culture is to improve the cultural taste of advertising, to excavate the cultural implication of advertising, and to enhance the artistic expression of advertising. So that advertisers can control the law of advertisement's artistic creation, create advertising works that meet the requirements of socialist spiritual civilization construction and aesthetics, and better serve the advanced culture of building socialism. Advertising can be widely spread with the help of mass media. As a special form of communication of ideology and culture, advertising will inevitably become the carrier of ideological and political education and the spread of social spiritual civilization. Hoping to make use of the universality and penetration of mass media and the influence of advertising, to contain positive and healthy cultural content in advertising, to advocate a healthy and upward way of life, and to make it a powerful tool for ideological and political education, And contribute to the construction of spiritual civilization and the construction of a new socialist culture.
【学位授予单位】：河海大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F713.8

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