青岛科技大学学报（社会科学版）
青島科技大學學報（社會科學版）
청도과기대학학보（사회과학판）
JOURNAL OF QINGDAO UNIVERSITY OF SCIENCE AND TECHNOLOGY(SOCIAL SCIENCES)
2012年
4期
40-43
,共4页
和文化广告%生态失衡%误读传统
和文化廣告%生態失衡%誤讀傳統
화문화엄고%생태실형%오독전통
the advertising of harmonious culture%ecological imbalance%the tradition of misreading
和文化在文化传播和广告信息的传递中已经引起人们的重视,和文化广告作为文化信息的传递方式也引起了人们的广泛关注.和文化广告在发展中存在的问题表现为传递生态失衡信息、误读传统文化、宣传人的情感与理性的片面发展.制约和文化广告发展的原因体现在技术发展的表征、对传统文化理解的偏差和经济利益的驱动方面.倡导生态意识、提高文化素养、以个体情感与理性的协调发展促进人类的和谐成为和文化广告健康发展的策略.
和文化在文化傳播和廣告信息的傳遞中已經引起人們的重視,和文化廣告作為文化信息的傳遞方式也引起瞭人們的廣汎關註.和文化廣告在髮展中存在的問題錶現為傳遞生態失衡信息、誤讀傳統文化、宣傳人的情感與理性的片麵髮展.製約和文化廣告髮展的原因體現在技術髮展的錶徵、對傳統文化理解的偏差和經濟利益的驅動方麵.倡導生態意識、提高文化素養、以箇體情感與理性的協調髮展促進人類的和諧成為和文化廣告健康髮展的策略.
화문화재문화전파화엄고신식적전체중이경인기인문적중시,화문화엄고작위문화신식적전체방식야인기료인문적엄범관주.화문화엄고재발전중존재적문제표현위전체생태실형신식、오독전통문화、선전인적정감여이성적편면발전.제약화문화엄고발전적원인체현재기술발전적표정、대전통문화리해적편차화경제이익적구동방면.창도생태의식、제고문화소양、이개체정감여이성적협조발전촉진인류적화해성위화문화엄고건강발전적책략.
Harmonious culture has aroused people’s attention in the cultural communication and the transmission of advertising messages. As a transfer mode of culture, the advertising of harmonious culture also has aroused widespread attention. The problems of harmonious culture in advertising development showed up as passing the ecological imbalance information, misreading the traditional culture, and the lopsided development in propagandizing emotion and ration of human being. The reason for constraining harmonious culture in the development of advertising is reflected in the characterization of technical development, the deviation of understanding in traditional culture, and the driving force of economic interests. The strategy of developing the harmonious cultural advertising is to promote ecological awareness of people, and improve the cultural cultivation to promote the harmony of human being with the harmonious development of individual emotion and ration.
