Research On The Generation And Dissemination Of Advertising Ideology

Advertising is not only the main tool to promote commodity information,but also acts as an important channel for people to exchange ideas and expand social contacts.The content of advertisement is rich and colorful,uneven,and there are both genuine and legal,and there are some false and vulgar things.In today's society,advertising everywhere,it has gradually developed into a passive way of people,in people's daily life,like the shadow.For the survival and development of people,advertising is playing an increasingly influential role,and has a subtle influence on people's ideas,thinking and decision.Ideology is an important means of advertising to enhance publicity effect and expand its influence.Through the integration of ideology and advertising,advertising exerts a strong impact on people's daily life,and cultivates and shapes a new way of life and social relations.As a kind of social phenomenon,affecting the advertising plays in the society has already transcended the narrow category of commodity as promotional tools,but to fully penetrate into the ideology of society,exerts a subtle influence on people's concept of the world.The role of advertising in the ideological field,formation mechanism,transmission mechanism,and the impact on the mainstream ideology of society and so on,should arouse our attention.To carry out the research on this topic,on the one hand is to promote advertising play a positive role in the field of ideology,make the advertisement better by changing the audience consumption ideology to serve the product promotion,but also help us to guide the advertising ideology through the formation of mechanism and propagation mechanism of search advertising ideology towards the mainstream consciousness of the society development,the formation of the benign interaction with the society.The "advertising ideology" this concept is defined as:it belongs to the field of consumer ideology,refers to the sale of advertising discourse contains the logic of commodity producers and some specific consumption concept and value orientation,it is to stimulate consumer desire and drive sales as the ultimate goal.It permeates through the media and advertising works continuously on consumer education and indoctrination,and ultimately make consumers in order to identify it,and gradually internalized to form a habit,as a kind of standard of value guide consumer behavior.Based on the definition of advertising ideology,this paper mainly studies the ideology of advertising play a role and propagation mechanism based on communication model construction and analysis of advertising advertising ideology;ideological communication logic generation and transmission to the social mainstream ideology construction and Deconstruction and the advertising dissemination of ideology derived from advertising discourse.Finally,it also carries out a critical reflection on the four aspects of alienation caused by the formation and dissemination of advertising ideology,and puts forward the principles and approaches of social responsibility construction of advertising based on the mainstream ideology.