广告传播中的人文关怀及其发展趋向探析

Analysis on Humanistic care and its Development Trend in the Advertisement Dissemination

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。从广告的题材选择、诉求角度和表现方式等方面分析了广告中人文关怀的的传播特色,并着重论述了广告中人文关怀的发展趋向。

Humanistic care is the basis for advertising audiences to accept it in psychological conditions. Advertising communication with the humanistic care possesses modern value of conveying the spirit and philosophy of life demands to people. In the social environment full of consumer culture, it is required that we must attach importance to the humanistic care situation in the advertising dissemination, take social responsibility seriously, and make the ad industry truly become a part of social culture construction so as to establish correct social values to promote the healthy development of the harmonious socialist society. This paper analyzes the advertising spreading characteristics of humanistic care in the several aspects, including advertising subject, demands perspective and manifestations with focus on the development trends of ads humanistic concern.