广告创意视野下的社会价值观  

Social Values in the Ads Creativity

作　　者：郭晶星[1] 

机构地区：[1]南昌大学人文学院新闻与传播学系,江西南昌330031

出　　处：《南昌大学学报（人文社会科学版）》2009年第4期96-99,共4页Journal of Nanchang University(Humanities and Social Sciences)

摘　　要：在现代社会中,广告已经成为建构社会文化、实施社会影响的重要因素之一。但广告创意(创作)为了争夺受众眼球往往忽视社会价值观的正确表达,这势必对社会的进步和企业的发展造成不良影响。因此,广告创意要有社会责任意识,大众传媒也要把好关,对广告的发布进行过滤,政府要加强对广告创作的监管和指导,这样才能促进广告创意把握社会价值观的"正"取向。In the modem society, advertising has been one of the important factors which are building our social culture and affect our society. But now, for scrambling for audience, the ads creativity always ignores the right values expression. This will hurt social advancement and enterprise development. So the ads creativity should assume the social responsibility, the mass medias should hold the pass of the ad publication and the government should strengthen the supervision and management of the ads creativity, so as to promote the right orientation of social values in the ads creativity.

关 键 词：广告 创意 价值观 社会责任 

分 类 号：G206.2[文化科学—传播学]