Research On Humanistic Advertising Idea

Modern advertisement is a remarkable symbol of the industrial society, the view of merchandise-based advertising is the basic idea of 20 century advertisement. At the present time, the condition of advertising communication has a new trend. The new trend must cause huge change of advertising communication. A rational view of advertisement must is a view that it is propitious to development of human and progress of the society. A kind of new view that humanistic advertising concept just raised.The evolution of advertisement view is a continuously developmental and abundant process. The evolution of advertisement view is a continuously developmental and abundant process. Each kind of new idea is summing-up and inherits of the old concept. Each kind of new idea is summing-up and inherits of the old concept. So this text hackles advertisement view of 20 century. From"salesmanship on paper","rational vendition faction","emotional vendition faction", the theory of"USP"to"IMC", advertisement concept experience all-directional expand: From tell and reason to the alignment all-directions communication, from "disseminator" to "embracer", from the product center to taking consumers as center. Humanistic advertising already showed up.At a word, humanistic advertising is a concept that it takes consumer as direction, takes consumer as jumping-off place and stay point, takes with person of overall development of person as the ultimate target of advertisement principle. Humanistic advertising takes conventional as reference object. It persevere in the value standard that"people oriented, people foremost", pay attention to the person's spirit need and realization of person value. It persists in make people the center of scientific consumption concept; make great efforts to promote overall development of the people. The following is performance of the humanistic advertising: 1.Treating with the relation of person and publicity in advertisement. Constructing fair words syetem.2.The performance of advertising is much more lives turn. 3. Combining"at that moment concern" together with"ultimate concern"; 4.Pay attention to society sense of responsibility and constructions of humanism.The new surroundings promote is the importance reason that naissance the humanistic advertising. Human-oriented scientific concept of development is brought forward, the transformation of the consume idea and the evolution of advertising concept; these factors urge to born the humanistic advertising.Humanistic advertising is a kind of new advertisement idea and also a kind of new thinking mode who is seasoned with modern marketing idea and modern dissemination idea. Humanistic advertising is abundance and development of the traditional advertising view, is betterment and transcendent of the merchandise-based advertising. This kind of concept is the substance and source of the commercial advertising. Humanistic advertising will blaze a new way in the advertisement industry.Harmonious society calls for harmonious advertising, the formation of a harmonious advertising needs a kind of mature advertising concept's guidance. Giving modern with the modern advertisement by humanistic consciousness and the human consideration quality, is the social development demand,is also the need of the modern advertisement's healthy development.Construction of concept of humanistic advertising would be beneficial to lead China's advertising industry to the road of harmonious development and to build the harmonious society.