广告创作中的价值观缺失与应对

The lack of values and countermeasures in advertising creation

针对广告独特的视听语言以及此种语言对大众的精神世界所产生重要的影响进行了论述,指出优秀的广告作品能够有效地传达产品信息,丰富民众的精神文化需求;劣质的、特别是在广告创作、传播过程中违背社会规范、伦理道德的广告,会对民众的精神世界乃至社会的主流文化造成恶劣影响。因此,在广告创作的过程中,于内,树立广告创意的社会责任感至关重要:于外,媒介的把关和职能部门的监管不可或缺。唯有如此,广告才能实现社会价值观的正面取向,成为社会文化的有效组成部分。

For important influence produced by advertising unique audio-visual language and its language of mass spiritual world,this paper points out that the excellent advertising works can effectively convey the product information,and enrich people’s spiritual and cultural needs;inferior advertising creation and dissemination process violates social norms,ethical advertising,causing bad influence on people’s spiritual world and social mainstream culture.Therefore,in the process of creative advertising,establishing creative advertising social responsibility sense is crucial to that media gatekeeper and functional regulation indispensable.Only in this way,can advertisement realize the positive orientation of social values,and becomes part of the social culture.