摘要
广告,不是纯粹的商品行为中的促销手段,更不是纯经济现象,而是一种在特定的社会文化背景与文化机制下的文化现象.现代广告必须以追求社会效益和受众的文化需求为目标,不断扩充广告的文化内涵,以适应各层次的受众.
The author hold that advertisement is not a pure promotion means in the commercial transactions not even a pure economic phenomenon but a cultural phenomenon under the specific social cultural background and mechanism． Modern advertisements should be aimed at expanding the cultural implications of ad and laying stress on social effects in order to meet the needs of ad acceptors of various kinds．
出处
《江西财经大学学报》
2000年第5期62-64,共3页
Journal of Jiangxi University of Finance and Economics
