华语广告对儒家思想的继承与消解-传播学专业论文.docxVIP

AbstractAdvertising Abstract Advertising is not isolsted,developing with the social culture i乜baelq；round．Meanwhile, advertising has cotmteraetive influence on the social culRllt．based which this thesis Tnakes a survey Oil the cultural function ofthe advertisement and me cun哪status ofour social culture, eslⅪeially the functioning of modem advertisement oil the traditional culture．Though the miditional Confucianism is no longer in the dominant position nowadays,i13 cultural elements锄 embodied in 0111daily life and there is close relationship between the advertisement and恤 Confucianism．The∞fore,Ibis thesis has its social signitiemlee in opelliIIg out lllc influene地of modem advertisement oil traditional culture,the social value and cultural fUllCtion of modem advertisement against cun喇social background and the problems existing both in file cultll∞and the audiences psychology nowadays． This thesis is divided in 4 sl烈Jons．Starting from presenting tlle relatiomhip bctween the advertising and traditional cultum in the ilspt∞ts ofbeing filial,being伍蚺way ofbeing a wife and middlebrow,this thesis exemplifies file eotmteraetive influence of the modem Chinese laaguage advertisement two forms of in脯ting from traditional Confucianism and exterminating it,the reason and impact of which has been explained later from a maeroseoloical level．All above prove that Chinesl。language advertising has recessive but imp011珊effect on laadition,which is not artificial oF occasional，but 8／1 inevitable trend．1astly,130 mattel-the effect mentioned above has mole advantages oF disadv∞tages；envisaging file reality and its influence is qu沁urgent． Key words- Chinese language advertising,Confucianism,succession,咖mination H 前言 前言 一、研究目的与意义 广告并不是孤立存在的，社会文化是其生长发展的大背景，同时，广告对社会文化也 有着反作用力．虽然在当前的社会背景下，传统的儒家文化已不再居于统治地位，其文化元 素散落在日常生活之中，广告与儒家文化之间还是有着千丝万缕的联系。结合二者，我以广 告对儒家思想的反作用为研究论题，力求以小见大，来审视现代广告的文化功能与我们的社 会文化现状，特别是现代广告对传统文化作用。 本论文的写作也有一定的社会价值。首先，广告与传统文化间的关系是广告文化中的 课题之一，是对广告的社会价值与文化功能的再认识再思考。商业社会的发展，广告无处不 在