A Research On Humanism In Commercial Advertisement

The humanism in commercial ads is a recovery of the value of the human. This subject deserves researching deeply for that it has been ignored for a long time under the nature of seeking exorbitant profits in the ads. In recent years commercial ads has embodied humanism in some sense with the charge of concept of commercial ads and strengthening audience-centered gradually. Yet the lack of humanism in the commercial ads is here and there influenced by goods-centered concept and commercial interest. So it is necessary to us to get a deepen understanding, analyze the situation of it and search for the tactics of accomplishing the humanism in the ads. There are three parts in this article: The first part defined the concept of humanism and the humanism in commercial advertisement and sized up the relation between the commercial goal and the humanism and point out that handling the relation between them correctly is the key to resolve the problem of humanism in ads. The second part analyzed the present situation of humanism in commercial ads and pointed out that there the humanism have appeared in some ads but the lose of humanism is still obvious. I summarized six phenomenon of lacking humanism in recent Chinese advertising in this part and analyzed the reason caused it. In the last part, we reason that to improve the human consideration in the line of advertisement, we should gather the efforts of advertising employers, the advertisement company, and the media of advertisement, the most important of which is the efforts of the advertisement company. Besides all the above, the management, the expostulation, and the criticism of the advertisement is also a must.