文化安全视阈下商业广告中存在的问题及对策研究

Research on the Problems and Countermeasures Existing in Commercial Advertisements from the Perspective of Cultural Security

文化是一个国家稳定、民族团结的重要基础。广告作为文化传播的工具,其本身就是一种文化现象。好的广告不仅包含了品牌营销价值,也包含了一个国家的历史文化、民族精神等。特别是商业广告,在互联网传播速度快、传播地域广、传播受众多元的时代下,显得越发的浮躁,缺少文化内涵。他们为博眼球,赚流量,追求广告的感官刺激效应,致使一些庸俗媚俗的商业广告摒弃悠久醇厚的历史文化,违背优秀传统道德观念,不断地挑战大众审美下线。这些商业广告的传播不仅影响了行业与社会经济的发展,同时对社会伦理道德观念,精神文明建设,民族文化传承带来巨大的负面影响,给国家文化安全造成威胁,这不得不让我们有了危机感,引起我们的反思。

Culture is an important foundation for the stability and national unity of a country.As a tool of cultural communication,advertising itself is a cultural phenomenon.A good advertisement not only contains the value of brand marketing,but also contains a country's history,culture and national spirit.In particular,commercial advertisements appear to be more impetuous and lack cultural connotations in an era when the Internet spreads fast,spreads across a wide area,and spreads to a diverse audience.They gain eyeballs,earn traffic,and pursue the sensory stimulation effect of advertisements,causing some vulgar and kitsch commercial advertisements to abandon the long and mellow historical culture,violate the excellent traditional moral concepts,and constantly challenge the public aesthetics to offline.The dissemination of these commercial advertisements not only affects the development of the industry and the social economy,but also has a huge negative impact on social ethics and morality,the construction of spiritual civilization,and the inheritance of national culture.It poses a threat to the national cultural security.The sense of crisis arouses our reflection.