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随着市场经济的蓬勃发展,企业和商家为了产品的销售和市场的拓展,愈来愈倚仗于广告这一传播手段,广告行为已经成为一种对消费者及受众最具影响力的大众传播形式。本文对广告行为中社会教育功能问题进行了初步的探研。主要包括:广告行为的社会教育功能;广告行为的社会教育功能的表现特征;对广告行为中社会教育功能的评价标准。
With the vigorous development of the market economy, businesses and merchants rely more and more on advertising as a means of distribution and market expansion, and advertising has become a form of mass communication that has the most influence on consumers and audiences . This article has carried on the preliminary research to the social education function question in the advertisement behavior. Mainly include: the social education function of advertisement behavior; the performance characteristic of social education function of advertisement behavior; the evaluation standard of social education function in advertisement behavior.