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随着市场经济的发展,弥漫于我国工商界的广告大战也日趋激烈。但从某种纯粹商业文化观点来看,目前我国广告业的相对繁荣带有很大的欺骗性,更多的广告没有深入到商业文化自身的价值层次上去实现其目的,也没有深入中华民族的心理深层中去实施自己的策略,而多停留于一种对国外广告的简单模仿和不顾国情的一味追求形式的浮华和浪漫上。因此,就目前的多数广告特别是电视广告来说,其风格的花俏和对观众的纯审美化的形式感动无疑都有值得称道的地方,但遗憾的是,商业广告在本质上并不是要求把自身变成某种纯娱乐性需要的补充品,也不是着眼于对广告受众的某种无
With the development of the market economy, the advertising war that has permeated the business community in China has become increasingly fierce. However, from a purely commercial culture point of view, the relative prosperity of China’s advertising industry is highly deceptive. More advertisements do not go deep into the value layer of the business culture to achieve its purpose, nor do they go deep into the Chinese nation. Psychologically deep in the implementation of their own strategies, but mostly stuck in a simple imitation of foreign advertising and regardless of the country’s blind pursuit of form flash and romance. Therefore, for most of the current advertisements, especially television advertisements, their style of fancy and undoubtedly moved to the audience’s purely aesthetic form are commendable, but unfortunately, commercial advertising is not essentially required. Turning yourself into something that is purely entertaining is not a supplement to the needs of advertising audiences.