| This essay analyses the three developmental stages of Chinese TV-Advertisement with humane and social concern.It focuses on the Integrated Marketing Communications(IMC)theory,which synthesizes the doctrine of marketing.This essay illustrates the theory advantage of IMC and the challenge that IMC may meet in China.The transmission of IMC theory has not changed the communication doctrine of Chinese advertisement completely and Chinese advertisement needs a deeper practical change,that is,converging IMC and humane solicitude & social solicitude into a new advertising model,which is called in this essay "new advertising doctrine revolution".New advertising doctrine revolution pays attention to human nature, respecting people,understanding and reforming people.It tries to make people accomplish the truth,kindness and beauty in life.And based on this,it attempts to repay and transform the society,looking for the supreme humane & social solicitude that comes from advertisement and constructing a positive & healthy life style which embraces truth,kindness as well as beauty.New advertising doctrine revolution will reconstruct the communication doctrine of Chinese advertisement,and realizing the fundamental change which takes person first rather than material first.This essay tries to survey the significance that new advertising doctrine revolution may contribute the social development of China. |
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