Research On The Ideological Function Of Commercial Advertising

In recent years,in the face of profound changes in the communication environment,methods and technology,the party and the state have increasingly attached importance to the ideological construction in the advertising field.Although there are various types of advertising in modern society,it can be fundamentally divided into two categories : profit-seeking commercial advertising and non-profit public service advertising.Public service advertisements give full play to the function of spreading mainstream ideology,but the ideological attribute function of commercial advertisements has not attracted enough attention from all walks of life.With the prosperity and development of the socialist market economy,commercial advertising,as a high frequency and wide range of information dissemination activities,is increasingly closely related to people ’s daily life.While spreading commodity information and serving commodity sales,commercial advertisements also transmit specific ideas explicitly or implicitly,affecting people ’s values and shaping people ’s thinking and behavior patterns in a subtle way.Therefore,it is an urgent theoretical and practical issue to analyze the generation mechanism and mode of action of the ideological function of commercial advertising,to study the characterization of the ideological function of commercial advertising,and to promote commercial advertising to help the spread of mainstream ideology.The ideological function of commercial advertising refers to the effect and function of commercial information,ideas and social environment.The ideological function of commercial advertising is pluralistic.Cognition,integration and guidance are the three basic functions in its functional system,which are compound,duality and indirect.The ideological function of commercial advertising mainly includes :using media power to realize ideological indoctrination;apply psychological influence to form value identity;provide role models to promote imitation behavior.Taking the typical commercial advertising in the past ten years as a case,combined with the Marxist ideology theory,this thesis analyzes the ideological function representation of the current commercial advertising.From a positive perspective,the ideological cognition,guidance and integration functions of commercial advertisements are characterized by reflecting on social life,spreading excellent culture and uniting values.From the negative level,they are characterized by misleading social cognition,dispelling cultural self-confidence and eroding social fashion.The causes of negative representation lie in the inherent characteristics of market economy,the development of media technology,the weak sense of responsibility of advertising subjects,the lack of media literacy of advertising audiences and the imperfect system of advertising supervision.In order to effectively use the positive ideological function of commercial advertising,eliminate the negative ideological function,and promote the spread of commercial advertising to help the mainstream ideology,the following strategies are proposed : innovate ideas and enhance the awareness of commercial advertising to help the spread of mainstream ideology;improve the institutional system and compact the responsibility of commercial advertising to help the spread of mainstream ideology;strengthen support conditions and improve the efficiency of commercial advertising to help spread mainstream ideology.