Briefly describe the economic and social functions of advertisements. Who can help me? Thank you very much

Category: Business/Financial Management

Problem description:

The sooner the better! ! ! !

Analysis:

Advertising can be divided into two categories: economic function and social function.

1. People have recognized and formed many theories about the economic function of advertising. Each of us will have different degrees of personal experience of the consumer public opinion formed and guided by advertisements. It is worth noting that in the process of economic globalization and economic and cultural integration, the economic and cultural functions of advertisements are more and more closely combined. Advertisers pay more attention to consumers' psychological, emotional and spiritual needs in the world brand war, pay more attention to forming consumer public opinion from a cultural perspective, and strive to establish long-term good relations with consumers in communication, so as to strengthen and enhance brand reputation and loyalty. Under the new situation of economic and cultural integration, the economic function of advertising public opinion will surely play a more important role.

2. The social function of advertising can be divided into two categories: cultural and political.

At the beginning of the 20th century, the acceleration of large-scale industrial production and modernization in the West was the social reason for the prosperity of modern advertising. Some people compare the influence of mass advertising with that of schools and churches. Under the guidance of increasingly abundant product and advertising public opinion, the human society in the 20th century was called the consumer society: "When brands became family words, when packaged and processed foods appeared widely, and when cars occupied the center of American culture, the consumer society came into being in the 20th century in the United States." According to public opinion polls in the United States and Japan, people measure success through consumption, and this situation is increasing. Various forms of advertising * * * people's material desires, advocate personal material interests and material enjoyment, and set off waves of consumer public opinion, becoming the key role of "consumption culture". ?

If the public opinion function of advertising in the early 20th century was mainly positive guidance, which did more good than harm to social development, then by the middle and late 20th century, the negative social impact of advertising public opinion was more and more seriously criticized. There is a serious imbalance between human spiritual civilization and material civilization, and the global pursuit of material enjoyment is increasingly in crisis. Social problems such as "moral vacuum", "corruption" and "environmental pollution" in the process of China's transformation from tradition to modernization are caused by many complicated factors, and the "consumer culture" advocated by advertising media is one of them. Toynbee once warned the negative public opinion in advertisements: "The fate of our western civilization will depend on the outcome of all our struggles with Madison Avenue." Frankfurt School, represented by Marcuse, pointed out that "products play the role of ideological indoctrination and manipulation" and "consumption control" are serious social ills, while advertisements encroach on people's leisure time through mass media and other forms, resulting in lasting and powerful consumer public opinion, which should bear an important responsibility for the so-called "false demand". ?

Based on the social influence of advertising public opinion, western countries have paid more and more attention to public service advertisements since the middle and late 20th century. The state has invested more and more money in public service advertisements, and it is more and more common for famous enterprises to invest in public service advertisements. In recent years, China's attention to public service advertisements has also been greatly enhanced. For example, an enterprise invests one million yuan to collect public service advertisements; 200 1 at the beginning of the year, CCTV public service advertisements collected ideas with a bonus of 654.38+10,000 yuan. Public service advertisements involve all aspects, such as promoting and protecting the ecological environment and cherishing natural resources such as forests, oceans and rivers. And promote social morality and righteousness, criticize cults, oppose drug abuse, laugh at illegal driving, satirize littering, etc. The positive public opinion caused by public service advertisements will surely grow and develop in China. ?