论广告的文化效应  

The Cultural Effect of Advertisement

作　　者：孔维永[1] 

机构地区：[1]浙江湖州师范学院人文学院,浙江湖州313000

出　　处：《商业研究》2006年第15期209-211,共3页Commercial Research

摘　　要：“广告是一种说服艺术”一直以来是对广告发挥作用的一种通行的认识。然而广告是不可能够说服消费者的。因为在消费者的消费行为决策中,广告只是其中的一个影响因素,最终让消费者采取消费行动的不是广告,而是“文化”。所以广告发挥作用的根本应该是文化示范,且这种示范提供给消费者更多的价值取向,供消费者在消费决策中进行参考。A common recognition on how advertisement plays its role is that it is a kind of persuadable art,However, it is unlikely for advertisement to persuade consumers to buy. Because it is only one of many factors influencing people in their decision - making course, whether they take action to buy is detemined not only by advertisement but also the underlied culture, The kind of modeling provides the consumers with more value orientation, which give them more references when making the consumption decision.

关 键 词：文化 消费 广告 

分 类 号：F713.8[经济管理—广告]