广告传播中的人文关怀及其发展趋向

Humanistic Concern and Its Developments among Audiences of Advertising Transmission

人文关怀是广告传播中受众心理接受的基础条件。广告传播中的人文关怀具有向人们传达人生哲学观念和精神诉求的现代意义。消费文化的社会环境要求我们必须重视广告传播中的人文关怀状况,重视广告传播担负的社会责任,使广告真正成为社会文化建设中的一个有机部分,以建立正确的社会价值观和促进社会主义和谐社会的健康发展。

Humanistic concern is the basis for psychological acceptance among audiences of advertising transmission, and it possesses modern significance of conveying the philosophic and spiritual conceptions to people. In the social environment of consuming culture, it is of necessity that we should attach importance to the humanistic concern in the process of advertising transmission, and should emphasize the social responsibilities of advertising, so as to make ads an organic part of social culture construction, establish the correct views on social values, and realize the healthy development of socialist harmonious society.