广告的文化传播效应

摘要

As an important part of social culture, modem commercial advertisement has its distinct cognitive, empathizing and aesthetic functions and it is likely to produce either positive or negative impact on people in terms of their value of concept, lives and aesthetic concepts. In order to ensure the positive impact, advertisement must have the standards that specify the integrity of truth, kindness and beauty as the purpose of advertisement. On the other hand, advertisement must specify its cultural responsibility to the society, namely, to create a healthy social-cultural atmosphere.%现代商业广告是社会文化不可忽视的组成部分。广告通过其自呈特色的认知、移情和审美等文化功能，影响人们的价值观念、生活方式和审美情趣，既可产生正面效应，也可以产生负面效应．为了保证广告文化传播的正确方向，一要树立评价标准，明确广告的文化追求目标，力求达到真、善、美的统一；二要提高自觉意识，明确广告的社会文化责任，为营造良好社会文化氛围、把握正确舆论导向和建设现代社会文化作出应有的贡献。