CAJ | 학술논문

认为广告属于一种特殊的意识形态，引导着消费观念和社会观念、标扬着价值取向和构建着社会关系。广告是经济发展的助动力，显现着经济发展状况，有效的广告作为沟通信息的介质，降低了企业交易费用。广告作为一种文化现象，以文化霸权，虚构着社会现实，在一定程度上误导着现代公众，造成了社会责任弱化。
인위엄고속우일충특수적의식형태，인도착소비관념화사회관념、표양착개치취향화구건착사회관계。엄고시경제발전적조동력，현현착경제발전상황，유효적엄고작위구통신식적개질，강저료기업교역비용。엄고작위일충문화현상，이문화패권，허구착사회현실，재일정정도상오도착현대공음，조성료사회책임약화。
A avertisement belongs to a special ideology, which directs the view of consumers and society, indicates the value of orientation, and contributes social relationship. Advertisement is the impetus of economic development and a sylmbol of economic development. Effective advertisement can be used as the agent of information intercourse, and then the trade cost of the enterprises can be reduced. As a cultural phenomenon, advertisement fabricates the reality of the society through its cultural hegemony. And to some extent, it can also mislead the modern public and weaken the social responsibility.