广告传播中的人文关怀及其发展趋向探析  

On the Development and Trend of Humanistic Care in Advertising Communication

作　　者：杜永利[1] 

机构地区：[1]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《兵团教育学院学报》2009年第1期34-37,共4页Journal of Bingtuan Education Institute

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 possesses modern value of conveying the spirit and philosophy of life demands. In the social environment of consumer culture, we must attach importance to the humanistic care situation in the advertising communication and to the social responsibility, so as to make the ad industry become a part of social culture construction. This paper analyzes the characteristics of advertising communication with the humanistic care in terms of advertising subject, demands and expressions focusing on the development and trend of humanistic care in advertising communication.

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]