【作者】 刘蓓；

【导师】 王军元；

【作者基本信息】 苏州大学 ， 传播学， 2008， 硕士

【摘要】 广告对于我们,就像大自然里的水、空气和阳光一样,已经成为生活中不可或缺的一部分。在近30年的时间里,伴随着中国政治、经济、文化等各方面的发展,中国的现代广告业方兴未艾,其影响已远远超出了经济和商业的范畴,其触角已深深地进入大众的生活之中,成为一种大众性的商业文化现象。诚然,商业性是广告的生命,正如大卫·奥格威所说的“我们的目的是销售,否则便不是做广告。”但事实上,无论你是否承认,从社会的精英阶层到我们的普通大众,从我们的价值取向到我们的行为方式,从我们的生活理念到我们的日常用语无不受着广告的影响。广告已经成为当前非常引人注目的文化载体。人文关怀向来被认为是中国文化的一大特色,也是中国文化基本精神的重要内容。近年来,在我国的广告传播中,人文关怀色彩日趋浓郁,秉承了中国文化关注“人”、关心“人”的传统,人性、人情、人欲、人格等在现代广告中得到了不同程度的彰显。但是由于广告本身的功利性和广告传播者缺乏社会责任感等原因,我国广告传播中显示的更多的却是人文关怀的缺失。一些违背人文关怀精神的广告创作还是不断出现在人们的视线中。人文关怀是广告应有的品格,人文关怀是广告打动消费者的最终手段,人文关怀是现代广告发展的一个趋向。好的广告不仅有效地推销了产品,还如同一切美好的事物一样,拨动着我们的心弦。本文将主要结合近年来广告传播中的一些具体个案,从现代广告人文关怀的内涵,现代广告人文关怀的理论基础,现代广告人文关怀的表现以及现代广告人文关怀的缺失和对策五个方面进行比较全面的论述。更多还原

【Abstract】 Advertisement is inseparable in our life like the combination of water,sunlight and air. The advertisement has boosted in the past 30 years with the development of China’s politics, economy and culture. Its development has surpassed the realm of business, and spread among people’s everyday life.It is also become a commercial and culture phenomenon with popularity.As defined by David Ogilvy,“Our aim is sale ,or ,no advertisements.”In fact,whether you admit or not, advertisements are inflecting all lines of our society,from elites of society to populace,from our sense of worth to the routine activities,from our life guidelines to our colloquial languages,etc..Advertisement has become a conspicuous cultural media. Humanism is a characteristic and also a key content of fundmental spirits of Chinese culture. Recently, Humanism become stronger and stronger in China, which embanks Chinese culture of care of human. Modern advertisements express more and more on humanity,human feeling,human libido and personality.However,the lack of Humanism is very common in China advertisement due to profit-chasing of advertisement itself and lack of social responsibility among advertisers.Some advertisements without humanism are often shown these days.Humanism is a necessary speciality of advertisements,and ultimate method of moving customers.Good advertisement is a good promotion of products,it also likes any other aesthetical things which touch us innerly.Base on many examples,the article illustrates the following 5 aspects on humanism of modern advertisements:connotations,theoretical basis,expressions,lackness and ways of dealing with the loss of humanism.更多还原