试论广告人格化

广告人格既涵容广告人的人格 ,也涵容广告活动的人格化特征 ,前者是广告个体特征 ,后者为广告群体人格特征 ,二者的统一与互补是为广告人格。广告人格是制约广告活动、广告行为和广告作品的一个具有决定性意义的重要变量。广告人格是在众多广告活动中产生和形成的 ,借助广告行为和广告作品体现出来的。广告人格具有鲜明的社会性和时代性 ,社会主义广告道德构成我国广告人格的重要内核 ,对培养和树立广告理想人格具有重要意义。

On personification in advertising

Advertising personification includes both personality of advertising devisers and personification characteristics in advertising activities.The former refers to the personality characteristics in advertising individuals,while the latter refers to the personality characteristics in advertising groups.The combination and mutual supplement of these two kinds of characteristics is called advertising personality.Advertising personality is a decisive variable which restricts advertising activities,advertising behaviors and advertising designs.Advertising personality is borned and formed out of so many advertising activities and shows itself in virtue of advertising behavior and advertising designs.Advertising personality has social characters of both fresh sociality and times.Socielist advertising morality makes up of the core of national ad characters,which plays a siginificant role in cultivating and establishing ideal personalities.