广告的文化属性与文化传播意义

The Cultural Attribute and the Significance of Dissemination of Advertisement

广告是一种文化形态,一种文化传播载体。广告的传播特性和社会影响力使之在文化传播中充当了重要的角色。这些因素决定了广告的文化属性和文化传播意义。广告文化作为社会文化的组成部分,在纷繁复杂的文化世界中以独特的现象与意义出现,与其他文化形态同构社会文化的大系统,形成一个焕发着勃勃生气的多元共生的文化生态环境。而无论哪种广告都应该传播先进、健康的文化,成为现代社会文化的积极力量。

Advertisement is a form of culture and a way of cultural propagation. The feature of media and social influence of advertisement makes it play an important role in the cultural dissemination. These essential factors confirm the advertisement's cultural attribute and propagating significance. The culture of advertisement, as a part of social culture, which appears with special phenomenon and significance in the complex world of culture, constitutes a lively culture environment with other forms of culture. What ever kind of advertisement should spread the advanced and beneficial parts of culture, and serve the modern civilization.