【作者】 王春媚；

【导师】 丁长春；

【作者基本信息】 河海大学 ， 马克思主义理论与思想政治教育， 2006， 硕士

【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。更多还原

【Abstract】 Advertisement affects our life in all parts. Advertisement becomes a culture phenomenon. During dissemination, advertisement culture, as a phenomenon of social culture, delivers some cultural information, expresses some value, which unobtrusively and imperceptibly changes and influences people’s ideology and values, and guides people’s behavior and way in consuming. The advertisements in different times inflect a country’s or a nation’s culture developments, values, esthetic interests, and economic conditions in its period.This text proceeds with culture angle, wants to find out its culture meaning. Advertisement has cultural meaning which mainly contains philosophy, morals, history, nation, arts. The different advertisements inflect various social cultures and are affluent in social cultures as part of that. To discuss the advertising culture is for improving the culture taste of advertisement, finding out its; culture meaning, increasing its art appearance. All that is for advertising designers, who can control the regularities of advertising arts and then design the advertising works that correspond the socialism morals building and esthetic request, then serve well for socialist advanced culture.Advertisement widely disseminates through mass media. As a special form in promulgating idea and culture, advertising becomes carrier of ideology and political education and social morals. By researching and seeking this thesis, which wants to us the popularity and permeability of mass media, and the influences of advertisement, positive cultural information and guide positive living way can be made, which are helpful in building morals and constructing socialist new culture.更多还原