| 从工具理性到价值理性:广告与社会关系的重大调整 |
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| 引用本文： | 柳庆勇.从工具理性到价值理性:广告与社会关系的重大调整[J].国际新闻界,2012(3):84-90. |
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| 作者姓名： | 柳庆勇 |
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| 作者单位： | 三峡大学文学与传媒学院 |
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| 基金项目： | 三峡大学科学基金项目“广告创作价值论”(KJ2011B055)最终成果一部分 |
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| 摘 要： | 广告工具理性片面追求广告作为营销工具的有效性,推动了广告发展,也导致广告与社会关系紧张。广告价值理性,包容、超越广告工具理性,全面考虑广告价值,并指向人的自由全面发展,不仅能调整广告与社会的关系,而且能推动广告协调发展。因此,广告应该由工具理性走向价值理性。
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| 关 键 词： | 广告 工具理性 价值理性 |
From the Instrumental Rationality to the Value Rationality: Adjustment of the Relationship between Advertising and Society |
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| LIU Qingyong.From the Instrumental Rationality to the Value Rationality: Adjustment of the Relationship between Advertising and Society[J].Journal of International Communication,2012(3):84-90. |
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| Authors: | LIU Qingyong |
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| Institution: | LIU Qingyong(College of Art and Communication,China Three Gorges University,Yichang,443002) |
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| Abstract: | Instrumental rationality of Advertising,which goes for the effectiveness of advertising as a marketing tool,promotes the development of advertising,while it leads to relationship tension between advertising and society.Value rationality of advertising,which includes and exceeds the advertising instrumental rationality,comprehensively considers advertising value,and points to the ultimate concern,not only can adjust the relationship between advertising and society,but also can promote the coordinated development of advertising. |
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| Keywords: | Advertising Instrumental Rationality Value Rationality |
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