摘要
广告,作为物质文明发展过程中的产物,在现代社会中的功能多种多样。笔者从结构-功能主义的视角出发,根据帕森斯的功能分析模式,考察现代社会中广告所发挥的积极作用与目前广告中存在的负面问题,探讨广告社会功能的内容和行使、异化情况。进而思考现代社会中广告功能探讨的现实意义以及就如何规范广告,使其为达到社会和谐平衡发挥作用的一些看法。
As the product of progressing material civilization, the advertisement plays multifarious roles in the modem society. According to the T. Parsons＇ functional analysis model, we study the positive role and negative one of advertisement in the modern society, and discuss the content, application and alienation of its functions in the society from the view of structural- functionism. Furthermore, we do research about the practical significance of the discussion of function of advertisements in the modern society, and the way to manage the standardization of advertisement, making it to play a role in the society development with harmony and balance.
出处
《宜宾学院学报》
2006年第5期82-84,共3页
Journal of Yibin University
关键词
广告
社会功能
功能分析
畀化现象
Advertisement
Social Function
Analysis of Function
Alienation
