广告传播中的人文关怀及其发展趋向探析  

Analysis on Humanistic care and its Development Trend in the Advertisement Dissemination

作　　者：杜永利[1] 

机构地区：[1]武汉工业学院人文系,湖北武汉430023

出　　处：《渤海大学学报（哲学社会科学版）》2008年第6期155-160,共6页Journal of Bohai University:Philosophy & Social Science Edition

摘　　要：人文关怀是受众广告传播心理接受的基础条件,广告传播中的人文关怀具有向人们传达人生哲学观念和精神诉求的现代意义。论文从广告的题材选择、诉求角度和表现方式几方面分析了广告中人文关怀的传播特色,并着重论述了广告中人文关怀的发展趋向。Humanistic care is the basis for advertising audiences to accept it in psychological conditions. Advertising communication with the humanistic care possesses modern value of conveying the spirit and philosophy of life demands to people. In the social environment full of consumer culture, it is required that we must attach importance to the humanistic care situation in the advertising dissemination, take social responsibility seriously, and make the ad industry truly become a part of social culture construction so as to establish correct social values to promote the healthy development of the harmonious socialist society. This paper analyzes the advertising spreading characteristics of humanistic care in the several aspects, including advertising subject, demands perspective and manifestations with focus on the development trends of ads humanistic concern.

关 键 词：广告传播 人文关怀 发展趋向 

分 类 号：F713.80[经济管理—广告]