广告作为工业文明的产物发展至今天,已成为世界市场经济体系的核心构成之一。评价和研究广告对社会的影响,即是所谓的“广告文化批评”。在全球一体化的市场经济社会里,广告的主要作用是施加影响使人们想要并且购买数量越来越多,范围越来越广的产品,而这正是这个市场体系和社会制度赖以生存的基础,这就意味着广告不仅是生产力,同时也成为生产关系的重要表征。它对社会产生和影响是多样化、全方位的。因此确在必要对广告文化进行独立、全面、系统的 Advertising, as a product of industrial civilization, has today become one of the core components of the world market economy. Evaluating and studying the impact of advertising on society is what is called “advertising culture criticism.” In a globally integrated market economy, the main function of advertising is to exert influence on making people want and buy more and more products in an ever-wider range, and this is exactly the survival of the market system and social system This means that advertising is not only a productive force but also an important manifestation of the relations of production. Its impact on society is diversified and comprehensive. Therefore, it is indeed necessary for the advertising culture to be independent, comprehensive and systematic