张家口职业技术学院学报
張傢口職業技術學院學報
장가구직업기술학원학보
JOURNAL OF ZHANGJIAKOU VOCATIONAL COLLEGE OF TECHNOLOGY
2011年
4期
4-7
,共4页
商业广告%社会文化%作用%现状%分析%建设性意见
商業廣告%社會文化%作用%現狀%分析%建設性意見
상업엄고%사회문화%작용%현상%분석%건설성의견
commercial advertisement%social cultural%function%present condition%analysis%constructive suggestion
在经济全球化的今天,广告在社会生活和经济生活中扮演着日益重要的角色。在关注其商业盈利性的同时,我们不应忽略其社会文化作用。商业广告对社会文化既有积极作用,也有消极作用。调查发现,张家口市广播电视业广告现状令人担忧：大量粗制滥造的广告的播出,严重影响了节目质量,并且对城市的文化形象建设极为不利。因此,从受众角度出发,对我市广播电视业广告播出现状进行分析,并对今后的发展方向提出建设性意见。
在經濟全毬化的今天,廣告在社會生活和經濟生活中扮縯著日益重要的角色。在關註其商業盈利性的同時,我們不應忽略其社會文化作用。商業廣告對社會文化既有積極作用,也有消極作用。調查髮現,張傢口市廣播電視業廣告現狀令人擔憂：大量粗製濫造的廣告的播齣,嚴重影響瞭節目質量,併且對城市的文化形象建設極為不利。因此,從受衆角度齣髮,對我市廣播電視業廣告播齣現狀進行分析,併對今後的髮展方嚮提齣建設性意見。
재경제전구화적금천,엄고재사회생활화경제생활중분연착일익중요적각색。재관주기상업영리성적동시,아문불응홀략기사회문화작용。상업엄고대사회문화기유적겁작용,야유소겁작용。조사발현,장가구시엄파전시업엄고현상령인담우：대량조제람조적엄고적파출,엄중영향료절목질량,병차대성시적문화형상건설겁위불리。인차,종수음각도출발,대아시엄파전시업엄고파출현상진행분석,병대금후적발전방향제출건설성의견。
Advertising is playing a more and more important role in social and economic life under the trend of present economic globalization.Besides the concern over the commercial profits,we should pay more attention to its social cultural function.Commercial advertisement has both positive effect and negative effect on social culture.Through the investigation we find the present advertising condition of Zhangjiakou radio-television industry is worrying,the broadcasting of a lot of pursue-the-quantity-and-ignore-quality advertising seriously affects the quality of program and is extremely unfavorable to the construction of urban cultural image,and therefore we analyze the present advertising broadcasting condition of Zhangjiakou radio-television industry from acceptors＇ perspective and put forward some constructive suggestions for its future development trend.
