谈广告传播的原则

On the principles of advertisement communication

广告除了具有传播商业信息的功能之外,也携带着文化传播的功能。在广告的传播过程中,消费者的思想、行为往往会不知不觉地深受其影响。广告在传播过程中要遵循真实性原则、道德性原则、艺术性原则。

Advertisements have the function of communicating culture besides spreading business information. Consumer＇ s ideas and behaviour are often influenced without awareness by the spreading of advertisements. Advertising must obey the principles of truthfulness, moralism and aesthetics in communication.