现阶段中国广告文化弊端的微观透视

广告文化作为广告活动中许多文化要素构成的复合整体,其结构体系包括广告文化的物质层、组织制度层、观念层三个层次。在国际竞争日益激烈的市场环境中,中国广告业的发展面临严峻的挑战。而中国现阶段广告文化凸显出一系列的弊端,从微观方面来说,具体表现在广告文化观念需要更新、广告组织制度文化层有待完善、广告物质文化层次存在诸多漏洞。透视广告文化存在的这些弊端,可以为我国广告业的健康发展和国际竞争力的提升提供一点借鉴。

Microcosmic Perspective of the Present Chinese Advertising Culture Abuses

Advertising culture is the compound unity of many cultural elements in advertising activities.Its structural system includes three levels: substance level,organization system level and concept level.The development of Chinese advertising industry is confronted with severe challenge in the market including ever-increasingly furious international competition.And the present Chinese advertising culture obviously emerges a series of abuses.See from microcosmic aspect,it embodies in the concept of advertising culture needs to be renewed,the level of advertising organization system culture expects to be improved,the level of advertising substance culture exists a good many flaws.Perspective of Chinese advertising culture abuses could provide some references to the nice development and advancement of international competition of our advertising industry.