本文選題：廣告　切入點(diǎn)：文化內(nèi)涵　出處：《河海大學(xué)》2006年碩士論文

【摘要】：廣告已深入到人們社會(huì)生活的各個(gè)角落,成為一種文化現(xiàn)象。廣告文化作為一種社會(huì)文化現(xiàn)象,在傳播過(guò)程中,它傳遞出某種文化信息,體現(xiàn)出某種價(jià)值觀念,這就潛移默化地改變著人們的思想和價(jià)值觀念,引導(dǎo)和改變著人們的消費(fèi)行為和消費(fèi)方式。不同時(shí)期的廣告反映一個(gè)國(guó)家和民族不同時(shí)期的文化發(fā)展、價(jià)值觀念、審美情趣和經(jīng)濟(jì)狀況。 本文從文化角度入手,挖掘廣告的文化內(nèi)涵。主要表現(xiàn)在哲理、道德、歷史、民族、藝術(shù)等方面。不同的廣告反映了社會(huì)文化的不同方面,也作為社會(huì)文化的構(gòu)成因素豐富了社會(huì)文化。對(duì)廣告文化探討的主旨是提高廣告的文化品味,挖掘廣告應(yīng)具有的文化意蘊(yùn),增強(qiáng)廣告的藝術(shù)表現(xiàn)力,使廣告人駕馭廣告的藝術(shù)創(chuàng)作規(guī)律,創(chuàng)作出符合社會(huì)主義精神文明建設(shè)和美學(xué)要求的廣告作品,更好地為建設(shè)社會(huì)主義的先進(jìn)文化服務(wù)。 廣告借助大眾媒介得以廣泛傳播。廣告作為傳播思想與文化的一種特別形式,就必然成為思想政治教育與社會(huì)精神文明傳播的載體。通過(guò)本文的研究和探索,期望能利用大眾傳媒的普遍性和滲透性以及廣告的影響力,在廣告中蘊(yùn)涵積極健康的文化內(nèi)容,倡導(dǎo)健康向上的生活方式,使其成為思想政治教育的有力工具,并有助于建設(shè)精神文明和建構(gòu)社會(huì)主義的新文化。
[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.
【學(xué)位授予單位】：河海大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 張國(guó)方;陳令華;;汽車廣告文化及其在汽車營(yíng)銷中的應(yīng)用[J];汽車工業(yè)研究;2010年05期

相關(guān)碩士學(xué)位論文 前4條

1 陳雅勤;中國(guó)元素在中國(guó)廣告創(chuàng)意中的表現(xiàn)[D];四川大學(xué);2007年

2 王玲梅;現(xiàn)代商業(yè)廣告設(shè)計(jì)多維度考量[D];青島大學(xué);2008年

3 楊莎莎;儀式理論視角下的廣告文化探究[D];湖南師范大學(xué);2010年

4 周代芳;排斥與認(rèn)同：跨文化廣告?zhèn)鞑サ那笸娈怺D];湖北工業(yè)大學(xué);2010年

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本文編號(hào)：1653968