| The advertisement acts on more and more important in today's society, that is, it promotes the economical development and provides the advance living style. However, advertising communication is the double-function communicational active. There is some negative effect of the advertising communication in our country .The untimely concept, consciousness of the advertising communication has influenced the mode of thinking and the behavior pattern of the audience subtly. The thesis tries to analyze the negative effect of the advertising communication comprehensively and deep.Firstly, the thesis induces a variety of negative effect of the advertising communication, including communicating false information, polluting the environment, melting the culture, abetting to imitate and plagiarize, propagating material supreme and mammonism and harming the female image as so on. Secondly, the thesis analyses the reason that produces these negative effect from psychology, the mass culture, communication, advertisement. Lastly, the thesis puts forward some views on how to get rid ofthe negative effect from quickening to supervise and manage advertising, accelerating to cultivate the talent, improving the quality of the advertising worker and enhancing the advertising moral education. |
