| As the coming of globalization, advertising has been fully developed recently and everywhere it is flooded with advertisement. That's why some people say advertisement is a kind of"ceremony"in the current culture, the sermon that every body will participate in. In this thesis, advertisement is a kind of culture form, as well as culture carrier with obvious culture property and significance. However, advertisement culture is contained in the inside information of advertisement. Being part of a social culture, it belongs to a special phenomenon with particular meaning in the numerous and complicated cultural world. The life conception, value orientation and aesthetic standard spreaded by culture has played an important role to enlighten teenagers'value education, but large amounts of negative effects on teenagers caused by advertisement can't be forgiven. In the advertisement culture, such negative phenomenon has created bad effects on teenager's value education, like our emerging encoded life, advertisement affection, regretless youth, unbalanced sex discrimination, culture's misunderstandings and so on .The departure in advertisement culture's own value orientation and the lost of value conception lead to teenagers'total alienation on values such as their view on life and moral, aesthetic judgments. Therefore, I choose the relationship between advertisement and teenagers'value education as my research topic of this thesis.This thesis consists of three parts:The first part is advertising culture's integration with teenagers. The paper discusses the decoding and rich meaning of advertisement along with closed relationship between advertisement culture and value education and how they interact with each other.The second part is interpretation for conflicts of advertisement culture and teenager's value education .This part of the paper analyses in detail the negative effects culture has on teenagers'value education from six aspects .They are: bondage of free spirit, stink for material desire and paradox of emotion, free of fashion and flood with individualization, exaggerated advocacy about mans power, clear up knowledge value and praise for science. The passage tries to interpret the reason of the current state to arouse people's attention on facing the negative effects caused by culture. Discussing the problem is aimed at avoiding the bad points to broadcast its positive influence on teenagers and form their favorable value conception.The third part is teenagers'value education under the view of advertisement culture. On the basis of the preceding part, this part mainly explains how to take advantage of the positive influence on teenagers'value education .It deals with the construction from following three aspects. Firstly, to educate the youth in life values from the truth of life in advertisement culture, sublimating the youth life circumstances. Secondly, to educate the youth in morality from the beneficence of morality in advertisement culture, achieving the human nature's transcending and thirdly, to educate the youth in aesthetics from the aesthetic flavor in advertisement culture and advancing people's life taste.The influence of advertisement culture towards the youth is a practical fact at present. It has been putting a challenge to the value education towards teenagers. Evading it is not a way to solve the problem. Further speaking, the effects of advertisement are inevitable. Therefore, we should make full use of the advertisement culture as the double-edged sword to carry forward the strong points and get rid of the weak points. We must fully endow advertisement culture more life meaning, moral taste and aesthetic implication to carry out positive effects on teenager's value education. We can more efficiently guide the youth to open their minds, uplift their spirits, enrich their life and have a bright future in the advertisement culture. |
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