Ideology As The Domain Of Advertising

Advertising is a category of the communication theory, and there are lots of Books and theoretical articles studying about advertising from the view of communication theory. In the meantime, as the advertising is closely related with people's production and life, more and more people pay more attention to this point, and its research horizon also greatly be expanded. Especially in re-cent years, there are many people studying advertising from the linguistics, aesthetics, history, etc. As produced in man's communication needs,advertis-ing has an important impact on Man's existence and development. But Philoso-phers have paid a little attention to it. Only a few people study advertising from philosophical perspective. Recently advertising's influence is growing. Ideology is the tools which can enhance the advertising's influence. The fusion of adver-tising and ideology is forming a powerful strength, impact on people's daily life, casting people a new way of life and social relations. The foothold and point of this paper is to interpret advertising from the perspective of ideology, and fully using the basic principle of Marxism philosophy.The study mainly starts the discussion from four parts:The first part is about ideology horizon of the advertising implication. Ad-vertising can't depart from ideology. Advertisement must rely on ideology to promote their products or services. Ideology should rely on advertising to ex-press. Otherwise, Ideology also is meaningless.The second part focuses on ideology horizon of the advertising structure and function. There are dual compound structures in the advertisings of ideolo-gy horizon:surface structure and deep structure. Advertising social significance lies in promoting communication on interpersonal demands. Advertising guides social following the right direction, and leads people to create material and spirit life.The third part explains ideology horizon of advertising alienation. In the primary stage of socialism, because of the ownership of imperfect and the un-derdeveloped productivity, human nature and human essence development is just a possibility, therefore alienation can't effectively eliminated.The fourth part mainly describes ideology horizon of advertising rationality construction. The only way is to be adhering to the people-centered principle, truly embody humanistic care.In a word, studying advertising from ideology perspective break through the limitation of pure research of advertising, and expand the scope of advertis-ing. To further explore the regularity of understanding of advertising, and un-derstand the operation mechanism and function of advertising principle has the vital significance.