| 谈广告传播的原则 |
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| 引用本文： | 李建华.谈广告传播的原则[J].镇江高专学报,2006,19(2):74-75,88. |
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| 作者姓名： | 李建华 |
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| 作者单位： | 华南理工大学,新闻与传播学院,广东,广州,510640 |
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| 摘 要： | 广告除了具有传播商业信息的功能之外，也携带着文化传播的功能。在广告的传播过程中，消费者的思想、行为往往会不知不觉地深受其影响。广告在传播过程中要遵循真实性原则、道德性原则、艺术性原则。
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| 关 键 词： | 广告 传播 真实性 道德性 艺术性 |
| 文章编号： | 1008-8148（2006）02-0074-02 |
| 收稿时间： | 03 28 2005 12:00AM |
| 修稿时间： | 2005-03-28 |
On the principles of advertisement communication |
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| LI Jian-hua.On the principles of advertisement communication[J].Journal of Zhenjiang College,2006,19(2):74-75,88. |
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| Authors: | LI Jian-hua |
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| Institution: | School of the Journalism and Communication, South China University of Technology,Guangdong 510640, China |
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| Abstract: | Advertisements have the function of communicating culture besides spreading business information. Consumer ' s ideas and behaviour are often influenced without awareness by the spreading of advertisements. Advertising must obey the principles of truthfulness, moralism and aesthetics in communication. |
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| Keywords: | advertisement communication truthfulness moralism aesthetics |
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