当代商业广告中的人文性因素

Humanism Factor in Contemporary Commercial Advertisement

立足于人类文明从工业—机械文明向信息—生态文明大转变的历史进程中,人的主体价值和精神需求逐渐强化,人与人、人与社会、人与自然的关系日益受到重视的现实状况,从广告内涵的发展沿革与趋势的角度,探讨了广告,尤其是商业广告中所蕴含的人文性现象,认为以体现人文关怀为基本特征的人文性广告,可视为新广告的趋势与潮流。

This article is on the basis of the human civilization's huge transformation in history process, from a industry-mechanism civilization to a information-ecological one; human's requirement on principal value and spiritual were strengthened gradually. Also the relationship between human and human, human and society, human and nature is getting recognition, according to above realistic status, from the advertisement development evolution and its trend's point of view. The article probes into the advertisement, especially the humanism contained in commercial advertisement, and reaches to the conclusion: humanism nature advertisement with the basic character of human concern, shows powerful life force by degree, it could be regarded as the trend and fashion of new advertisement.