广告文化的负效应探析

A Study of the Negative Effect of Advertising Culture

广告在给社会文化带来积极影响的同时,也带来了诸多负面效应。一是广告形象的超现实性,导致享乐消费观念的过分张扬;二是广告传媒在"爆炒"文化的背后,带来了对传统文化的曲解和价值判断的迷惘;三是电视广告语言和画面的庸俗化倾向,导致广告文化品位和价值导向的迷失。

Advertisement brings both positive influence and some negative effects to social culture. The latter shows the following three aspects: firstly, the surreality leads to overpublicizing; secondly, the overpropaganda of advertising media misinterprets traditional culture and puzzles the judgment of value; thirdly, the vulgarizing of the discourses and pictures in TV advertisement misleads the pursuing of grade and value of advertising culture.