The Study On "violence" In Advertising

Papers try to define "violence" in Adverting, and list its various forms. Researchers have long been aware of this undesirable phenomenon, and they have done much work about the analysis of its causes and adverse effects from their respective discipline of view involved。There is just a slightly deficiency. So far, they haven't formed a complete system of research findings. What is the "violence" in Adverting? It is the undesirable phenomenon in advertising who ignores the respect for the rights of consumers, makes use of the strengths of money and media, and last takes advantage of these Measures forcing consumers to receive information.Paper has discussed adverse effects about Advertising "violence" cross-flow who led to a series of industry and social issues from the form elements of the ecosystem of ads communication. The "violence" in Adverting does serious violation of the consumer's ability, has been malignant overdraft advertising credit that is not conducive to ecological balance of media industry. Simultaneously, paper makes rational exposition to tell advertisers the "violence" in Adverting can cuts the lifeblood of the brand's long-term and become a stumbling block that lies in the long-term development road of the brand. What's more the the "violence" in Adverting does serious violation of the consumer's ability, who drops self-willed violation of their private sector, who confuses of their right to know the truth with dream discourse, who makes deviation in consumer's self-identity with its myth of the internal logic. In the paper, I refer to some classic theory to support my view, such as Herbert Marcuse's false needs, One-Dimensional Man, Marshall McLuhan's Industrial Man.The view held in the paper insists advertising communication is an organic process of cooperation closely related to consumer, media and society. The appearance of "violence" in Adverting is the result of the role of each aspect-strong capital invasive of advertisers, one-sided pursuit of "attention economy" of ads men's, The Unification of the media and capital, Consumer passive information filtering and feedback function. Last, paper focuses on how to propose effective strategies to avoid "violent".