To Discuss The Influence Of Advertising Guidance On Today's Society

Advertisements are the product of economic development. Study of traditional advertising market is the focus of the dissemination of information laws. This paper will be the guide to the audience's role as a research analysis and elaboration. Modern commercial advertisements are in a state of ideological and cultural impact of people's values. This fictional world, to the right of the people from the guide, but also enable to damage the people's physical and mental. It is deemed by this thesis, that advertising, as the most common carrier transmutation, in this information world, should play a significant role in showing the active and healthy way of life and guiding the reasonable sense of value, which means advertisements as well as news possess the quality of guidance.Based on the realities of China, the thesis makes a research on advertising guidance by setting it on the extension and relevant of the direction of public opinion. The author focus on commercial advertising guidance society today exist on the impact of advertising ,at the same time the public also made some guidance note. By inducing the nature and function of advertising guidance, the thesis states the development and actuality of advertising guidance, makes clear the relationship between advertising guidance and direction of public opinion, and tells the reason of advertising guidance and advertising ambiguity and advertising misunderstanding come into bring. In the specific analysis, mainly from political guidance, thoughts guidance, moral guidance and cultural guidance of the advertising guidance, multistage to explain the function of advertising guidance in the aspects of consumption guidance, cultural edification, aesthetic enjoyment and so on. It suggests the staff in media in the process of advertising be aware of self-guard and controlling the advertising guidance and bring the active effects of advertisements into play.The vast majority of China's advertising direction of the impact on society is positive and progressive, but we must to see, in the commercial advertising, which in the aspects of consumption guidance, cultural edification ect, there exist the guidance deviations in different extents. In view of that, it is extremely urgent and exigent to strengthen the scientific management of advertising guidance. In conjunction with the my own in the media more than 10 years of experience and lessons, this thesis advance strengthen the supervision of the relevant government departments,enhance the media self-discipline and sense of social responsibility, improving the quality of advertising staff and raising the self protecting awareness of the audiences in order to play a positive role of advertising guidance and in promoting the advertising in a healthy and orderly development.At last, the thesis adopts two examples to explain the great influence of advertising guidance on society. One is a commercial advertisement-nursling formula of brand Yili; and the other one is public advertisement-activity of half naked representing "pink silk ribbon". Both of these cases the specific analysis, we look forward to attach great importance in advertising guidance by the media leader, advertisers and the whole society.