Study On The Culture Function Of Commercial Advertisement

When referring to the function of the commercial advertisement, what people thought of at first are their economic functions. In fact, modern advertisements permeate every aspect of social life with peculiar economic function, thus becoming strong driving force of social economic development, and participate in the social cultural construction in an all-round way with its peculiar cultural tension, and participate in people's socialized process as well. Because the social function of the commercial advertisement has dual characters: it may produce the good effect as well as the negative effect. So we must pay attention to the cultural function of thecommercial advertisements which have important theoretical and practical meanings to the socialist spiritual civilization. This text adopts the method to combine the analysis with research, launching describing from five respects .This text proceeds from the concept of the commercial advertisements , basic function, using the method of comparing and consulting to draw the function of commercial advertisement, and sum up four kinds of function through a large number of advertising cases :propagating the values, transmitting the human emotion, moulding the life style realizing the self-value.Secondly, the article analyses in the second part and the third part the mechanism and the relation among key elements of the commercial advertisement. These two parts are the main body and the theoretical foundation of this text. The second part .using systematical method .draws the conclusion that commercial advertisement structure three kinds of relations.. On this basis, the fourth part , viewing from dynamic angle , combining the respects of other disciplines such as psychology .elucidatesexternal and internal mechanism. Economy, technology, culture are their external mechanisms; audiences' spirit need , construction from the outside and the within, the emotion is their inherent mechanisms.Finally the article analyses unfavorable factors that influence the realization of its functions, and put forward the measures as to how to strengthen the cultural function of the commercial advertisement in the fifth part: structuring the new mode of the commercial advertisement, implementing the effective control on information , launching media education etc.