经济全球化时代的广告传播文化安全问题

On the Safety of Cultures of Advertisement Transmission in the Globalization Era

作为一种特殊的文化形态,广告是商品经济时代的必然文化产物。但是,在广告传播的过程中,它给文化价值的建构所带来的负面影响却是不容忽视的。然而,从本质上说,广告传播中所暴露出来的文化安全问题实际上并不是由广告自身的本质属性所决定的。我们在分析广告对现代文化的不利影响的同时,还应从广告本体意义的角度出发,看到作为商品传播介质的广告,是不应该承担建构形而上的价值理念的文化功能的。广告传播的文化安全有赖于人们对广告本体意义的确认。

As a special cultural form in the society, advertising is an inevitable outcome in the commercial and economic era. As we all know, in the process of its transmission, the side effect that advertising brings to cultural values should not be neglected. However, essentially speaking, the security problems of cultures from the transmission actually is not determined by the culture itself. This essay not only analyzes the impact of advertising on modem cultures but also points out, from the point of view of the purport of advertising itself, that as a medium of commodity transmission, advertising should not be responsible for taking the function of establishing virtual concept. This essay also points out that the security research on the cultural transmission depends on people＇s confirmation on the purport of advertising.