The Advertisement Under The Culture Visual Angle

The advertisement has already become people's part of the daily life today. Advertisement which has an economic function and the cultural one plays the obvious impetus to social development of economy. There is influence that can't be ignored on the construction of social culture either; On the other hand, the realistic social cultural environment is restricting and influencing the whole course that the advertisement spread also. The society instantly is the society of a style of opening. Today of reform and opening-up, the social culture of China presents the situation that pluralism coexists, which will inevitablely reflect to and restrict in the spread activity of the advertisement. Globalization ,which is the most important characteristic in this age, has already deeply changed the appearance and pattern of the world. In such condition, we not merely face domestic audiences, but also the world audiences. On the foundations of theoretical research of relevant disciplines such as advertisement , communication, science of culture , sociology and psychology etc., this text has done some relevant thinking of the culture principle about the advertisement based on the analyzing of plural culture demonstrated in the advertisement and the whole analyzing of double phenomena and effect of nowadays. The text putforward some concrete countermeasure separately from three aspects-- howto improve its own cultural intension of advertising, how to improve the cultural dependence to the audiences of the advertisement, and how to pay attention to the social effect of advertisement.