论“炒作”语境下的广告设计文化

The Advertising Design Culture in the Context of "Hype"

目的以当前中国各行业各类广告概念"炒作"乱象为例,揭露商业市场繁荣背后盲目追逐经济利益而违背道义伦理的社会现状,对此滋生的社会危害性进行批评。方法结合广告所应担负的使命,从经济、政治、文化、艺术等领域来论述广告的社会角色与责任,与此同时,对"炒作"语境导向下的广告设计文化病态进行分析与抨击。结论从社会文化心态的失衡、国际多元文化与传统文化的冲击、高科技及信息全球化影响等多个视角,揭示广告设计文化病态的症结成因与弊端,并藉此呼吁政府与社会各界提高认识与紧迫感,着力扭转此类社会文化病态,抓紧建设健康的社会文化大环境。

Objective To reveal the social status quo behind the prosperity of the blind pursuit of commercial market economic interests contrary to the moral ethics, and social harmfulness of this breed are criticized, with the Chinese advertising concept ＂hype＂ chaos in the current various sectors for a example. Methods It discussed the roles and responsibilities of social advertising combined with the mission of advertising from economic, political, cultural, arts and other fields.At the same time, advertising design cultural pathologies on the ＂hype＂ context-oriented are analyzed and criticized. Conclusion It revealed the crux of advertising design culture morbid causes and drawbacks, from multiple perspectives of the imbalance of social and cultural mentality, international cultural and traditional culture shock, the high-tech and the impact of information globalization and to appeal to the Government and the community to improve awareness and sense of urgency, to reverse such social cultural pathologies, build social and cultural environment health.