在和谐社会成为社会政治生活主旋律的今天,广告作为社会系统的一个重要的组成部分,亦要重视和谐性。但广告与生俱来的逐利性致使其在实现营销功能的过程中与社会产生了冲突,对社会和谐性造成伤害。本文试图找出构建和谐广告文化环境的途径,用健康、积极的广告文化去参与社会文化建构,促进和谐社会的早日实现。 As the harmonious society has become the main theme of social and political life today, advertising as an important part of the social system should also attach importance to harmony. However, the inherent profit-seeking nature of advertising leads to conflicts with society in the process of realizing marketing functions, and harms social harmony. This article attempts to find a way to build a harmonious advertising cultural environment, with a healthy and active advertising culture to participate in the social and cultural construction, and promote the early realization of a harmonious society.