文化型广告:顺应经济与文化一体化发展趋势  

Culture-type Advertisement: the Unification of Economy and Culture

作　　者：金涛声[1] 

机构地区：[1]宁波大学传播与艺术学院,浙江宁波315211

出　　处：《宁波大学学报（人文科学版）》2001年第3期32-37,60,共7页Journal of Ningbo University：Liberal Arts Edition

摘　　要：高扬广告文化，是２０世纪以来现代广告历史发展的明显走势，是顺应世界经济与文化一体化发展新趋势和消费者日益增长的文化审美新需求的必由之举，是当今广告业生存发展和提高效能的当务之急，也是社会精神文明建设的必然要求。高扬广告文化，开创广告新纪元，就要赵越广告单纯追求商业功利的推销主义旧模式，建立以真、善、美为目标，融商业行为与文化功能于一体的文化广告新模式，以适应新时代的需求。Since the 20th Century, the tendency of the history of ad development is to highly develop ad culture. It is also an unavoidable way to the unification of world economy and culture as well as an urgent matter to increase the efficiency and development of ad industry for the construction of spiritual civilization. To highly develop ad culture and open new era of ad mean the abolition of the old mode of ad which aimed at promoting sales and high profits of goods. It also means the establishment of new mode of ad culture which combines commercial purposes with cultural functions with the standard based on sincerity, kindness and beauty.

关 键 词：发展趋势 广告文化 经济 文化型广告 一体化 精神文明 

分 类 号：G206.3[文化科学—传播学] F713.8[经济管理—广告]