广告传播与文化传播的互动作用管窥

On the Interaction between Advertising and Cultural Communications

本文试将广告传播与文化传播置于相同的学术视野之内，从传播学角度研究广告与文化之间的互动关系，并以此观照广告传播，以期提高广告传播的系统文化意识，使其更好地发挥传播效果。

This paper is a discussion of the advertising and cultural communication from the viewpoint of mass media science in order to see the interactive relationships between advertising and culture. A further study of advertising is made on the basis of the above discussion in view to strengthening its systematic cultural consciousness and communicative efficiency.