广告的革命——《广告的革命——社会文化广告论》一书的前言  

The Advertising Revolution ——A Preface to the Advertising Revolution: on Socialcultural Advertisement

作　　者：潘泽宏[1] 

机构地区：[1]湘潭大学中文系,湖南湘潭411105

出　　处：《湘潭大学社会科学学报》2000年第5期152-155,共4页Social Science Journal of Xiangtan University

摘　　要：工业技术文明创造了辉煌的物质成果 ,同时也带来严重的生态危机。历史发展到今天 ,要求广告自身进行一场革命性的变革。广告应从过去的单一的商业性广告中走出来 ,大力发展社会文化广告 ,积极参与社会文化的建设 ,宣传“生态文明”、“环境文明”、“生态效益”、“绿色消费”、“可持续发展”以及“学会关心”等全新的文明观念 ,疏导社会文化心理 ,建设新的伦理道德规范 ,帮助社会全体成员形成共同的价值观念体系 ,以利于社会健康有序和谐地运转 ,使人类与自然共生共荣 。The industrial technology civilization results in not only tremendous materialistic success, but also serious ecological crisis.The epoch requires the advertisement to be revolutionarily transformed. The single commercial advertisement should be paralled with the socialcultural one. It should play an active role in the socialculture construction,and is expected to give publicity to the new concepts such as ecologic civilization, environmental civilization, ecologic civilization, green consumption, sustained consumption and learning to care. It should aim at enhancing socialculture psychology, establishing new ethical and moral models, helping the masses form the ideological systems of values. As a result, it will make great contributions to the harmonious and sound development of the society and make the human and the nature co-exist and sustainedly develop.

关 键 词：社会文化广告 生态文明 环境文明 伦理道德 

分 类 号：F713.8[经济管理—广告] G206.3[经济管理—产业经济]