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商业广告作为一种信息传播活动,不但能促进经济的发展,对我国的社会文化也有着直接或间接的推动和引导作用。但目前我国的商业广告业没有充分认识到商业广告的重要性,以致出现了传播违背道德规范、违反相关广告法规等不良影响的虚假广告,危害了和谐社会的构建。这是一个值得我们深思的问题。无论是广告制作方、媒体刊播方还是公司企业方在广告活动中都要具有强烈的社会责任感,要充分认识广告的文化传播作用,让广告在传递商品信息的过程中,产生积极的文化影响。
Commercial advertising, as an information dissemination activity, not only promotes economic development, but also directly or indirectly promotes and guides our social culture. However, at present, China’s commercial advertising industry does not fully recognize the importance of commercial advertising, resulting in the dissemination of illegal advertising contrary to moral norms, violations of relevant advertising laws and regulations and other adverse effects, undermining the construction of a harmonious society. This is a problem worth our consideration. Whether it is an advertisement producer, a media publisher or a company enterprise, it is necessary to have a strong sense of social responsibility in the advertising campaign. To fully understand the cultural communication function of advertisements, the ads should have a positive cultural impact in delivering the product information .