谈人本观广告

人本观广告是随着市场营销观念的发展、传播观念的演变、消费者心理需求层次升级而出现的。人本观广告的创作有以下几个特点:注重广告的文化内涵,满足人的总体需求;传播符合受众心理的价值观念;塑造品牌形象,培育品牌性格;弘扬高尚感情,体现人文关怀;符合受众的审美心理和审美观念;体现社会责任,关注人类生存环境

On the Humanistic Advertising

The presenting of humanistic advertising is due to the development of the marketing economy, the concepts of the mass communications, and the increasing demands of consumers. Six features of humanistic advertising are presented in the paper: it absorbs the connotation of the culture; it spreads the concepts which people are glad to accept; it cultivates the image and the character of the brand; it advocates the magnificent passion of the mankind; it accords with the aesthetic minds of people; it pays more attention on the social liability.