广告传播中的人文关怀及其发展趋向  

Analysis on humanistic care and its development trend in advertisement dissemination

作　　者：杜永利[1] 

机构地区：[1]武汉工业学院人文系

出　　处：《广告大观（理论版）》2008年第5期71-75,共5页Journal of Advertising Study

摘　　要：人文关怀是广告传播中受众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。消费文化的社会环境要求我们必须重视广告传播中的人文关怀状况,重视广告传播担负的社会责任,使广告真正成为社会文化建设中的一个有机部分,以建立正确的社会价值观和促进社会主义和谐社会的健康发展。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 possess modem value of conveying the spirit and philosophy of life demands. In the social environment full of consumer culture. It requires that we must attach importance to the humanistic care situation in the advertising dissemination and take social responsibility seriously, so as to make the the advertising industry truly become a part of social culture construction and establish the correct social value with pushing ahead healthy development of the harmonious socialist society. This paper analyzes the advertising spreading characteristics of humanistic care in several aspects including advertising subject, demands perspective and manifestations with focusing 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：F713.8[经济管理—广告] D616[经济管理—产业经济]