商业广告的公益化现象研究.docVIP

毕业论文 ( 2010届 ) 论文题目 商业广告的公益化现象研究 COMMUNITY PHENOMENON RESEARCH OF COMMERCIAL ADVERTISEMENT  郑 重 声 明 我谨在此郑重声明：本人所写的毕业论文《商业广告的公益化现象研究》均系本人独立完成，没有抄袭行为，凡涉及其他作者的观点和材料，均作了注释，若有不实，后果由本人承担。 承诺人（签名）： 年 月 日 商业广告的公益化现象研究 摘要：广告一词，相信所有人都不会陌生，它早已渗透到我们生活的各个层面，与我们的生活息息相关。每个人，只要你生活在人群中，生活在这个现代的社会中，广告就是你所必须接触的东西，它也在竭力地改变着我们的生活环境以及生活方式。每个人都不能否认的是，我们生活在一个广告的时代。随着商业广告的不断发展，竞争也愈加地激烈，商业广告需要开辟一条新的道路，继续前行。商业广告的公益化现象在近几年开始慢慢出现，让原本“冷冰冰”的商业广告充满了人文关怀，充满了“人情味”，也引起了一些专家学者的关注。这一现象出现的背景、原因、表现形式等方面都是非常值得我们去研究和探讨的，也是传统意义上的商业广告可以借鉴、学习的。虽然这一现象在发展过程中存在着各种各样的问题（如怎样处理好商业广告的商业性和公益性之间的关系），但是每一种新事物都会有一个发展变化的过程，问题是可以发现、解决的。我们可以预见，公益化将会是商业广告一个新的发展趋势，商业广告的公益化现象将会是广告史上辉煌的一页。 关键词：商业广告；公益性；公益化现象；人文关怀 COMMUNITY PHENOMENON RESEARCH OF COMMERCIAL ADVERTISEMENT ABSTRACT: Advertisement is, I believe, a word which everyone knows. It already infiltrated all aspects of our lives and we are familiar with it in our daily life. Everyone, as long as you live in the crowd, live in the modern society, advertise is what you must access to and trying to change our living environment and lifestyle. Everyone can not be denied that we live in an era of advertising. With the continuous development of commercial advertising, competition has become even more fiercely, and commercial advertising needs to build a new road. Community phenomenon of commercial advertisement began to emerge slowly in recent years., so that the cold commercial advertising is full of humane care, full of human touch, but also caught the attention of a number of experts and scholars. The background of this phenomenon, causes, forms, etc. are all very deserved of our research and study, and it is what the traditional commercial advertising can learn. Although there are a wide variety of issues (such as how to deal with the commercial and public relations in the commercial advertising,) in the course of development, each new development and changes of things will be a process, and the p