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广告的本质功能是信息告知还是劝服一直是学术界研究的核心问题,50年前万斯·帕卡德深刻揭示了广告运用各种隐形的技巧对消费者进行愚弄与操纵,对社会带来的重重忧虑。本研究对作者的广告批判思想进行了重新解读,认证了在新的传播背景下,广告不仅有消退其劝服特性而且还演绎得更为隐形,因而提出要加强对消费者的广告教育,为社会一个净化的广告业,呼唤广告向信息告知本位的回归。
The essential function of advertising is to inform or persuade the information has been the core issue of academic research, 50 years ago Vance Packard profoundly revealed the use of advertising invisible tactics to fool consumers and manipulations brought to the community Of the many concerns. This study re-interprets the author’s critical thinking of advertising and certifies that in the new context of communication, advertising not only recedes its persuasion characteristics but also implies that it is more invisible. Therefore, it is proposed that education on advertising be strengthened for A purified social advertising industry, calling for advertising to tell the return of information.