摘要
现代商业广告不仅传达各种商品和各类服务项目信息,而且传播各种文化意识,从而作用和改变着消费者的思想和价值现,影响着他们的消费性行为和非消费性的行为。商业广告时于文化具有传播功能、改造功能,交流和整合功能。
Modem business advertisements not only transmit the information of all sorts of commodities and service items, but also spread various of cultural consciousness. The change of consumers＇ thought and values affect their consuming behaviors and non-consuming behaviors. Therefore business advertisements have certain cultural functions of spread,reformation, exchange and integration.
出处
《南宁师范高等专科学校学报》
2006年第2期44-47,共4页
Journal of Nanning Junior Teachers College
关键词
广告文化
企业文化
文化传播
文化整合
advertising culture
corporate culture
cultural spread
cultural integration
