试析广告人在构建和谐社会中的社会责任.doc

试析广告人在构建和谐社会中的社会责任 【摘要】和谐文化是构建和谐社会的重要内容，广告作为一种文化传播，对整个社会的物质和精神文明建设都有着十分重要的作用。本文从当前广告业鱼龙混杂，层次高低不一的情况出发，着重分析了广告在为受众提供商品信息、传播消费文化的同时也受商业文化的渲染所带来的与先进文化不相协调的负面效果及其原因，从而提出作为广告业主人的广告从业人员队伍在未来我国广告发展中应该具有的责任和义务：广告人既要追求广告活动的经济价值和功能，又要树立正确的义利观与文化责任感，正确履行广告人在构建和谐社会中应有的传播健康文化社会责任义务。并对广告人和广告业的发展提出了一些建议性措施。 【关键词】广告人；和谐社会；社会责任；道德 【ABSTRACT】Cultural harmony is to build a harmonious society important content, advertising as a cultural transmission of the whole societys material and spiritual civilization construction have a very important role. This article from the current promiscuous the advertising industry, high and low levels of different situation and focus on analysis of advertising for the audience to provide commodity information, dissemination of consumer culture while the commercial culture brought about by the rendering of advanced culture and not coordinated with the negative effects and Reasons, so as to owners of the ad advertising practitioners in the ranks of Chinas future development in the ads should have the responsibility and obligation: advertising campaign it is necessary to pursue the economic value and function, but also establish a correct concept of justice and facilitate cultural sense of responsibility , To correct advertisements in building a harmonious society in the proper dissemination of health culture of social responsibility obligations. Advertising and the advertising industry and the development of a number of recommendations measures. 【Keyword】Advertisement person; Harmonious society; Social responsibility; Moral 和谐社会具有结构性，只有社会的政治、经济、文化等各个领域和部分都紧密联系、相互协调，整个社会才能保持和谐有序的状态。和谐文化是构建和谐社会的重要内容，在当代社会，大众传媒已成为社会文化的传播者和导向者，对社会的影响日益深刻。广告传播作为大众传播的重要组成部分，其作用和地位的重要性也日益彰显。广告文化不仅影响并引导人们的消费，潜移默化中也影响着人们的价值观念、生活方式乃至社会风气、社会文明，对于构建和谐社会有着非同寻常的意义。 一、广告文化传播的现状 勿庸置疑，广告与商品经济几乎同时起源和产生，广告业连接着意识和物质这两个人类社会的主要形态，因此广告理所当然地具备了社会责任和社会价值。近三十年，随着改革开放和社会主义市场经济体制的建立，广告业发展速度和成就是惊人的。如今，我们每个人每天都在自觉不自觉中接触着不同形式、不同内容的广告，广告不仅让众多精明的企业不断创收，更成为了现代文化进步的有力助推器。但辉煌数字的背后，我们也付出了道德代价，广告在其为受众提供商品信息、传播