The Philosophical Interpretation Of The Advertisement Culture

The perspective of the advertisement culture from the layer and view angle of philosophy and the interpretation of advertisement under the background of mutual conflicts of various kinds of culture, are a brand-new angle chosen in the thesis. Inquiry on the philosophical theme of the modern advertisement culture, the interpretation of the cultural implications hidden in deep layers of an advertisement, the demonstration of deep and complex political, economic and cultural background of the modern advertisement and the rectification of advertisement culture by means of criticism, are key points discussed in the thesis. Advertisement culture is a kind of commercial culture embodied in advertisement activities and advertisement works, and is an integration of values, behavior manner and the mutual-motion process with social culture. Philosophical notions, such as modern pragmatism, humanism and technique-oriented notion constitute the theoretical foundation of advertisement culture. And consumerism, hedonism and mammonism are the power that causes the advertisement to become "culture". In the background of mutual conflicts of various kinds of culture, any advertisement cannot be a sole commercial operation. In transmitting commodity information, it consciously or unconsciously transmits a certain kind of spiritual consciousness, is thus changing people's ideology and values, and is leading people's non-consumption behaviors and life style. Various images and appeals of the advertisement are always conveying and reproducing a certain kind of cultural ideology and philosophical notion. At its layers of material, knowledge and technology, modern people's deep layers of cultural deposits such as thinking mode, life style, life attitude, value orientation, moral principles and aesthetic temperament and tastes, are embodied or reflected. As a "pioneer" and an "avant-garde" that exhibit popular culture, an advertisement expresses and carries the practical pursuit in modern people's social life by using its own distinctive cultural mode. When we examine the position and role of the advertisement in the social development, we cannot stop at its materialized state of its economic behavior. We should view it as a distinctive cultural phenomenon, examine it and reveal its very deep political, economic and cultural background of the philosophical basis of the advertisement culture, and also reveal the cultural mood of contemporary citizens. The cultural tastes of the advertisement should be promoted under the guidance of the era spirit. We should construct the contemporary advertisement culture, help it to develop in a healthy manner and consciously undertake the historical mission of propagating advanced culture.