浅析广告文化的传播效应

广告凭借独特的审美情趣和移情功能．成为社会文化必不可少的一部分。深刻地影响着现代人的价值观念、生活方式和审美情感。广告兼具正面和负面的双重效应，要保证广告文化传播的正确导向性，需要深刻认识广告的社会责任，定位广告的文化目标。尽量营造出良好的社会文化氛围。文章从现代广告文化的主要表现形式入手．分析了广告文化的正面作用，揭露了当前广告文化传播的负面效应，并以此为基础提出了克服广告文化负面效应的具体要求，旨在使读者了解强化广告文化传播正面效应的必要性。

Propagation Effects of Advertising Culture

Advertising with a unique aesthetic taste and empathy, as a part of social culture essential, profoundly influenced the value idea, the modern way of life and aesthetic emotion. Advertising has both positive and negative effect, to ensure the correct orientation of the advertising culture, needs a thorough understanding of social responsibility of advertisements, cultural orientation of advertising, to create a good social atmosphere. The main forms of modern advertisement culture, analyzes the positive role of advertising culture, reveals the negative effect of the advertising culture communication, and based on this proposed to overcome the negative effects of advertisement culture specific requirements, in order to enable the reader to understand the necessity of strengthening the positive effect of advertising culture communication.