| 如何处理广告的商业利益和文化责任之间的关系 |
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| 引用本文： | 张洁. 如何处理广告的商业利益和文化责任之间的关系[J]. 孝感学院学报, 2005, 25(4): 72-75,97 |
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| 作者姓名： | 张洁 |
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| 作者单位： | 孝感学院,广告系,湖北,孝感,432000 |
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| 摘 要： | 近年来在广告的商业利益和文化责任的问题上有几类广告争议很多：女性以花瓶或贤妻良母等形象出现的广告,有性暗示的广告,无厘头风格的广告.争议表明广告中的商业利益和文化责任会产生冲突.辩证法告诉我们,对立和统一是并存的.广告的商业利益和文化责任是可以统一起来的.统一的途径有两条：一是市场调节,通过消费者的舆论压制广告的负面影响;二是宏观控制,健全有关的广告法规,提高广告主和广告经营者的素质,倡导企业形象广告.以多方之力,以多种途径来保证广告的可持续性健康发展.
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| 关 键 词： | 女性形象 性暗示 商业利益 文化责任 |
| 文章编号： | 1671-2544（2005）04-0072-04 |
| 收稿时间： | 2005-05-12 |
| 修稿时间： | 2005-05-12 |
On Dealing With the Relationship Between Profit and Cultural Duty of Ads |
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| ZHANG Jie. On Dealing With the Relationship Between Profit and Cultural Duty of Ads[J]. JOURNAL OF XIAOGAN UNIVERSITY, 2005, 25(4): 72-75,97 |
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| Authors: | ZHANG Jie |
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| Affiliation: | Advertising Dept, Humanities Academy, Xiaogan University, Xiaogan, Hubei 432000, China |
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| Abstract: | In recent years,many ads.with flower-vase-like female or good-mother-and-wife-like female images,sex implication and wulitou style in them which caused many controversies between profit and cultural duty.Dialectics say that the unity of opposites is the fundamental law of the universe.Thus profit and cultural duty of ads can be integrated.Two ways can help us reach the unity:the first one is market adjusting.The second one is macroscopic control |
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| Keywords: | female image sex implication profit cultural duty |
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