摘要
广告的本质功能是推销商品,广告并不承担过多的社会文化责任。广告在对社会经济产生巨大作用的同时,对社会文化也造成了不可避免的伤害。且不说虚假广告会对社会带来这样的伤害,就是在法律允许范围的广告也不可避免地给社会文化带来极大的伤害,并且,因为其合法性,其对社会文化的伤害更具隐蔽性,因此更应该引起我们的注意。首先,广告对产品信息有选择、夸张的不完全传递本质会对社会诚信造成极大的伤害;其次,广告中大量妇女形象的滥用会造成社会对妇女形象的伤害;最后,广告通过制造时尚提倡超前消费,导致享乐主义思想泛滥。广告对社会文化的这些伤害是由广告本身所固有的特点造成的,是不可避免的,只有在提高广告从业者的高度自律的情况下,才会降低这种伤害。
Advertisement has its intrinsic function as to promote commodity rather than shouldering much of social and cultural responsibilities. While it has great impact on social economy, its also does harm to social culture inevitably. Its hidden and warning harm ness comes both from the false ones and the ones within laws. Firstly, its intrinsic quality of unto tally choosing and exaggeratingly transferring the information of the products will ultimately harm the social credibility. Secondly, the abuse of women images in large numbers will cause the hurting of women’s images. Lastly, the concept of pre-consuming that ad advocates by making fashions will result in the overflow of hedonism .To sum up, the unavoidable harm nesses which ad does to social culture one decided by its own characteristics, only if the ad-makers’self-discipline improves, could its harm nesses be reduced.
出处
《湖南科技学院学报》
2005年第1期212-216,共5页
Journal of Hunan University of Science and Engineering
