我国历次广告风波原因探析（1979—2009）

The Advertisement Events and Mentality of Chinese People （1979---2011 ）

本文以改革开放以来国内重要广告风波为研究对象，探讨国人在历次风波中呈现的心理实景并分析其原因。研究发现，不同时期的广告风波及其引发的舆论关注与具体的社会发展阶段及该时期社会心理关系密切。这些广告事件真实地折射出国人不同时期的心理实景，也反映出广告与社会文化、社会价值观念间的相互影响。

This paper discusses the reaction of Chinese people towards the series events of advertisements since 1979 and analysis the reason from the social psychological perspective. This study found the public attention caused by the advertisement was closely associated with different stages of social development and its social mental state. These advertisement events can truly reflect the actual mentality of the Chinese people in different period and they can also exhibit the interaction of advertisement, social culture and social values.