| Modern advertising,which is viewed as the behaviour of communicating essentially,takes effect to transmit all kinds of information related to commerce and products,create reputation and image and boost economical atmosphere.However, from another perspective,modern advertising involves major matters of moral philosopy,value judgement in the society and aesthetic standards as the behaviour of art.Great concerns rises when it comes to the problem of how to give a definition of successful advertising and how to balance between significative advertisement and profitable advertisement.The heated dispute goes on continually in the society where commercialism is highlighted.The author holds the opinion that dispute come along with the crisis of moral and value which due to the rapid 'and huge developments of industry and commerce. Correspondingly,such kind of change brings a series of bewilderment.It's necessary to explain the whys and think over how to keep modern advertising healthy and promising.The answer is the spirit of humanism.For example,the Confucianism, which exists as the most significative and influential philosophy throughout Chinese history is extremely precious in modern society.It's meaningful to resolve scope of practical problems of the time based on its janusian and wisdom.As a result,it surely helps to reflect the great impact to modern advertising brought by itself and the close relationship between culture and business.Referring to the impact brought to advertising by Confucianism,it not only includes the inheritage and development but also the abandon.The author tries to illustrate that the Confucianism works positively to give correct guide to the bright future of modern advertising and contribute to its compatibility of localization and internationalization.This paper also makes some suggestions and points out a few of shortages which can be used as reference to the professionals in the Confucianism and modern advertising field beneficially. |
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