内容摘要：我国广告业在飞速发展的同时，在语言文字使用上却存在着一些不合规范和引起公众争议的广告语言文字问题。本文就这些问题的产生原因作出了分析。
关键词：广告 广告语言文字 广告管理 广告语言文字规范
广告语言文字使用及管理现状
改革开放以来，我国广告业发展非常迅猛，连续20年高速增长，广告市场营业额多年保持两位数的年增长率，这个发展速度已被公认为世界之最。2003年广告市场营业额首次突破1000亿元的大关，达到1078.68亿元，约占国民生产总值的0.92%,在世界上列第四位。广告在我国经济建设和社会生活中的地位和作用越来越重要，在促进营销、树立品牌、引导消费、扩大出口等方面都起到了非常积极的推动作用。各种媒介的广告产品丰富多彩，制作水平和艺术水准也都大大提高，已经成为社会生活中具有广泛影响的事物，也是公众比较关注的事物。中国的广告在语言文字应用方面不断创新，是语言创新比较活跃的领域，出现了很多脍炙人口的广告语，有些甚至成为同时期的流行语，对丰富我国语言文字的表达与应用手法起到了一定的积极作用。但随着广告业的飞速发展，在语言文字使用上也存在着一些问题，明显违反国家通用语言文字法以及其他相关规章。
中国国家通用语言文字法第十四条（二）规定招牌、广告用字应该以国家通用语言文字为基本的用语用字，国家工商行政管理局1998年1月15日发布了《广告语言文字管理暂行规定》，并于当年3月1日开始实施，这是目前规范和管理广告语言文字使用的直接依据。《广告语言文字管理暂行规定》，其他的一些国家法律和部门法律规章也对广告的语言使用作了相关规定，包括：《广告法》及《广告管理条例》（1994年10月27日第八届全国人民代表大会常务委员会第十次会议通过）、《广播电视广告播放管理暂行办法》（国家广播电影电视总局2003年8月18日发布）、印发《关于企业、商店的牌匾、商品包装、广告等正确使用汉字和汉语拼音的若干规定》的通知（国家语言文字工作委员会、商业部、对外经济贸易部、国家工商行政管理局1987年4月10日发布）、《关于规范企业名称和商标、广告用字的通知》（国家工商行政管理局1996年11月1日发布）。
各地方政府根据这些法律和规章也制定了一些相应的地方规章。这些规章对广告语言文字使用的规定主要在以下几方面：
广告用语用字应当使用普通话和规范汉字。
广告使用的语言文字应当符合社会主义精神文明建设的要求，不得含有不良文化内容。
广告使用的语言文字，用语应当清晰、准确，用字应当规范、标准，包括不得使用错别字，不得违反国家法律、法规规定使用繁体字，不得使用国家已废止的异体字和简化字，不得使用国家已废止的印刷字形，不得故意使用错别字，广告中因创意等需要使用的手书体字、美术字、变体字、古文字，应当易于辨认，不得引起误导。
广告中不得单独使用汉语拼音。广告中如需使用汉语拼音时，应当正确、规范，并与规范汉字同时使用。广告中不得单独使用外国语言文字。广告中如因特殊需要配合使用外国语言文字时，应当采用以普通话和规范汉字为主、外国语言文字为辅的形式，不得在同一广告语句中夹杂使用外国语言文字。广告中的外国语言文字所表达的意思，与中文意思不一致的`，以中文意思为准。
广告中成语的使用必须符合国家有关规定，不得引起误导，对社会造成不良影响，不得故意用谐音乱改成语。不得使用国家级、最高级、最佳等用语。不得利用或篡改领袖人物名言作为商业广告用语。
广告语言文字使用情况的监督管理由各地工商行政管理局执行，违反《广告管理条例》的行为最高可罚款3万元。但是在实际的广告产品中，依然存在着各种违反相关规定的语言文字使用现象。
广告语言文字使用中的问题与争议
滥用外文
现在在各种媒介的广告中大量出现外文，很多使用的方式都是违反有关规定的，有的广告完全以外文作为广告语，如著名的耐克运动鞋广告，广告语为Just do it；中央电视台2005年经常播放的日产（Nissan）汽车的广告最后的配音解说只有一句英语：Nissan, shift the future。广告中夹杂外文情况更是常见，很多夹杂在广告中的外文不作翻译和解释，而且很多英文广告语在广告中占据主要部分。而在网络广告中，使用外语的情况更多，有些招聘广告完全用外文书写。网络广告是后起的广告媒介，对于网络广告的管理目前还比较薄弱。
广告语中不适当使用外文是明显违反国家语言文字管理和广告管理法规的现象，但这一现象不像其他的广告语言文字问题那样引人关注，公众争议的焦点很少集中在这方面。
滥用谐音及篡改成语
此类现象中的典型广告案例如“没痔了”、“咳不容缓”等。两种方式其实是相关的，篡改成语主要也是使用谐音字替代的手法。这是公众关注最多也是争议最大的广告语言文字使用现象。有关法规中已经作了规定，工商管理部门在执法中也常常以违法处理，但这种方式在中国的广告中非常流行，不断在出现，如“新年购车‘礼’油多多”、“制冷鲜锋”、“好色之涂”、 “有痔无恐”、 “无胃不治”、“默默无蚊”、“骑乐无穷”、“随心所浴”、“随寓而安”、“无泄可击”、“钙不能缺”等等不胜枚举。对此种现象持批评态度的公众认为这是在破坏语言规范，对消费者容易造成误导，而受伤害最大的是中小学生，会造成以讹传讹。有些调查显示这些广告语确实对中小学生对成语的认知产生了负面影响。陕西华商报2004年10月在网上作了一个调查，被调查者中认为谐音容易给人造成误导、产生不良影响，应该坚决取缔的占43％；认为这样做是店家提高自己知名度、招揽顾客的一种方式，不必大惊小怪的占39％；还有19％的人认为见怪不怪。也有人认为，广告语如果有问题，只能来自内容，或虚假，或不健康，或违反有关规定。而包括谐音在内的语言技巧是为内容服务的，只有当内容有问题时，技巧才起到了帮倒忙的作用，而如果内容没有问题，语言技巧则为广告语增辉添色。因此，在广告语中使用谐音之类的修辞手段不应被一律封杀。对于使用谐音作广告语的是与非的问题却是比较复杂，一概禁止缺乏足够的依据和说服力，放任自由又确实会造成一些不良社会影响。对此，笔者认为应组织专家进行一些实证性的研究，对各种具体案例及其产生的效果和对公众的态度进行深入调查分析，以找到一些衡量的标准，据此才能基本明确什么情况禁止，什么情况允许。
滥用双关语
使用双关语是广告语当中另一种常见的现象，使用得好可以收到很好的效果，如20世纪90年代末期著名的“丰韵丹”广告词“做女人挺好”曾被认为是非常好的广告语。但也有很多广告引起争议，主要是因为有些双关语广告词给人造成的联想有违公众的道德与价值观，如“你有二房吗”，广告的意思是“你有第二处住房”，但“二房”的本意属于社会丑恶现象，容易引起反感。同样，有人仿拟“做女人挺好”制作了“做男人挺好”的广告，因为性的暗示较明显而被工商部门制止。此类现象往往难以判断是非，不过，社会公众的感受也可以作为评判的参照。
存在各种语病
很多广告在词语选择、搭配以及语法方面存在明显的不当和错误，除了有些是故意反常规使用以求取得特殊表达效果之外，有很多是属于缺乏语言知识和粗心大意造成的。具体表现为用词错误、生造词语、语法错误等。这些问题容易被公众忽视，工商部门在检查广告时也较少注意这方面的问题，但这属于明显的不规范语言，应该引起足够的重视。
用字错误
在广告语中用字错误也是常见的现象，这主要是由于粗心大意和语言文字修养不够引起的。湖北某地邮政部门曾经在邮政特快专递收据上印制邮政广告，其中出现过这样两条错误：“储蓄存款哪去存取方便到邮局”中的“哪”字印成了“那”， “特快通全球信息连五洲”中的“洲”字印成了“州”。在这样小小的只有两行字的广告中竟出现明显的错误，说明广告主以及制作人在审查上疏忽至极。
表义不清
即广告在语言表达上有意思模糊不清或者有歧义，如上海的某公司招聘广告中写着“有信用卡经验者优先”，可以理解为有使用信用卡消费经验的人优先，但其本意是指有信用卡开发工作经验的人。又如，某广告的标题“某手机又出爆炸新闻”，这既可以理解为“某手机自身爆炸而产生的新闻”，也可以理解为“某手机又出了爆炸般令人惊奇的新闻”。
使用表示“最好、最高”义的词语
这是违反广告管理法规较多的一种情况，2004年第2季度，海淀工商分局广告科和各工商所监测各种报刊杂志媒介广告90934条，涉嫌违法广告45条。在涉嫌违法的广告中，使用“顶级”、“最佳”、“国家级”等绝对化用语的居多，占违法广告的45%。因为这类词语有很多，广告主不断花样翻新，想方设法使用各种具有“最好、最高”义的词语，比如“极品”、“第一品牌”、“雄冠天下”、“技压群芳”等，层出不穷，国家工商行政管理局1997年9月16日还专门发布了《关于立即停止发布含有“第一品牌”等内容广告的通知》的文件，专门通知有关部门制止这种现象。在这方面，只要监管部门工作到位，应该是可以防止问题继续发生的。
加大对广告语言文字使用的审查力度
在广告语言文字使用中还存在着不适当使用方言、误用标点符号以及格调低下等问题，这里不一一枚举。总体上看，广告语言文字使用中存在的不规范现象是比较多的，其来源很清楚，就是广告设计、制作单位，其背后的广告主当然也起一定作用，但广告语主要是广告设计、制作单位创作的。按照工商管理部门的规定，广告公司在登记注册时必须有两名以上的广告审查员，对于广告的语言文字规范和适当使用问题首先应该由广告审查员把好关。但广告公司本身首先关心的是客户的需求和广告能否抢眼球，在创作广告时容易忽视广告语言文字的规范和适当使用，而广告审查员语言文字素养还存在很明显的不足，所以在广告设计这一环节不能把好关，广告发布代理公司以及媒体广告部的广告审查员也存在同样的问题，这样就不断地让有问题的广告与公众见面。
要解决以上问题，管理好广告审查员是有效的途径。一方面应该加强对广告审查员的监管，不要让他们只是成为摆设；另一方面也要对他们进行语言文字方面的培训，提高他们的语言文字素养。广告由工商管理部门监管，但对于语言文字本身的问题，语言文字管理部门更有发言权，但各级语言文字工作委员会不是执法部门，工商行政管理部门应该和文字管理部门加强合作，共同做好这方面的工作。
广告的利弊(The advantages and disadvantages of advertisement)
Nowadays ther are a lot of false advertisements in society. They have caused many harms to society. Generally, their harms can be listed as follows.
First, they exaggerate the functions of the goods they advertise and mislead consumers. Second , some advertisements contain obscene contents and bring about spiritual pollution. Third, they seriously damage the credit of businesses because the shops which sell those goods will be distrusted and even considered the conspirators of those advertisers by consumers.
Personally, I am usually vigilant against any advertisements and so I have never been taken in. However, some people are credulous and are easily taken in. Therefore, in my opinion, effective measures must be taken to ban false advertisements and protect consumers'interests. First, all the advertisements must be strictly censored by the authorities concerned before they are published. Besides, severe punishment must be inflicted on those who publish illegal advertisements.
In conclusion, false advertisements must be eliminated in our society.
广告的利弊(The advantages and disadvantages of advertisement)
These days it is easy to find faults with advertising, and yet none can deny entirely that this art of persuasion is good for economy. By circulating information mixing half truth with half lying, advertising can nevertheless penetrate the public mind with desires even for something worthless. All told, however, advertising is doing more good than evil.
今天如果想挑广告事业的弊病简直是轻而易举，话又说回来，对于这种具有说服力的艺术谁也不能不承认其经济利益。靠着传播消息半真半假，广告居然能够渗透大众人心，兴起欲望购物，甚至使人买到毫无用途的东西。尽管如此，广告带来的好处总比坏处多。
To think that advertising is bad is understandable, and indeed there seems to be a common perception growing increasingly negative. Perhaps history will see advertising as one of the real evil factors of modern time because it is stimulating people to constantly want things; want this and want that. It is true that many consumers are convinced to spend money they do not have for things they really do not need. It is also true that the high sales of popular consumer goods is a reflection of the power of advertising rather than the real needs of the society in which they are sold. That kind of "impulsive buying" as consumer behavior can easily turn need into greed. Apart from misleading people to desire something not necessary or completely useless, advertising is surrounding them nearly everywhere and anytime on the point of boring them to death.
认为广告会带来不良的影响，想来也不无道理，好像就是越来越有对广告产生反感的概念。也许将来历史可以证明现代真正之弊病之一就是广告，主要是因为广告不断地刺激人的需要，又要这个又要那个。千真万确，很多消费者没钱了还被引诱去买他们不是真正需要的东西。同样一点儿都不假地，大众消费货品所以如此畅销，无非是反应广告的威力，而不是反应消费市场实际的需求。广告把那种“冲动采购”的消费行为轻而易举地从需要改变成贪婪。广告误导购物欲望，害人购买了不需要或毫无用途的东西，不仅如此，广告甚至于无时无地包围消费者，真是令人烦不胜烦。
The good news is that advertising serves market economy well, thanks in part to the media outlets like television, radio, newspapers, magazines and the Internet. Through the media, particularly television, advertising gives people a chance as consumers. People are told about new products and services that improve their lives. In fact, economy is at its best when the advertising industry is booming, imagining that when people are starving and freezing there should be no advertising whatever to sell food and fuel. Advertising holds a mirror to an affluent society in a virtuous cycle benefitting many sectors. More advertisements mean more money to all media outlets, which in turn boosts more sales, which in turn pushes more production and creates more jobs and therefore more buying power.
广告带来的好消息是其工作符合市场经济的运行，这还得部分归功于大众媒体如电视，收音机，报纸，杂志与因特网。透过媒体广告，特别是电视，广告提供给消费者大好机会。消费者因此得知新产品与服务的信息而得以改善生活。事实上，当广告事业特别兴旺的时候，也正是经济的佳期，这点可以想象得到，因为假如人人又挨饿又寒冷，哪里有需要靠打广告来卖食品与炉油。所以广告像是一面镜子反射富足社会的良性循环，因而造福各行各业。广告卖得越多，媒体的收入也越多，接着更加督促生产，创造更多的就业机会，同时也就促成更大购买力。
Those who think that advertising is bad must think again about the value of a market system which thrives on economic prosperity. Contrary to popular belief, it seems that most consumers do not hate advertising because of their own foolish desires. They are aware that probably half the money they spend on advertising is wasted, without knowing clearly which half.
认为广告事业危害不浅的人应该再想一想市场经济的价值何在，就是促进经济繁荣。也许一切反感都是错觉，到底多数消费并不怨恨广告的不利影响，到头来都终于觉悟到一切都是出自自己愚蠢的欲望。受广告影响而买东西也许真会造成大约一半的'无谓浪费，可是又好像搞不清楚到底是那一半。
广告的利弊(The advantages and disadvantages of advertisement)
With the development of informatization, people have more and more chances to choose the commodities they like. But the more goods exist, the more confusion people feel in choosing one. Therefore, advertisement stands out to take the responsibility for people to choose the products they prefer. But advertising has advantages and disadvantages. Some people are in favor of it, while some are on the contrary. As for me, I’m in the neutral place.
随着信息化的发展，人们有更多的机会选择自己喜欢的商品。但是商品越多，人们在选择的时候就越困惑。因此，广告站出来帮助人们选择他们喜欢的产品。但是广告既有优点也有缺点。有些人赞成，而有些人则相反。至于我，我在中立的立场。
On the one hand, advertisements help people have a better understanding about products. Advertisements always tell people the advantages and functions of the products. People can buy the things they want by reading advertisements. By the way, advertisements are free for consumers. Moreover, advertising is much more interesting than the instructions on the packaging box, because advertisements contain various factors, such as pictures, videos, voice plots and so on. Don’t you think it is a good way for choosing a product?
一方面，广告有助于人们更好地了解产品。广告总是告诉人们产品的优势和功能作用。通过阅读广告人们可以买到他们想要的东西。顺便说一下，广告对消费者是免费的。而且，广告也比包装盒上的说明书要有趣得多，因为广告包含各种元素，如图片，视频，情节等。难道你不觉得这是选择产品的一种好方法吗?
On the other hand, sometimes advertisements are tempting and deceptive. In order to attract the target customers, the advertiser will fill the content of decorating expressions, regardless of the filthy measures they have taken or the severe damages they may bring about. The advertisements always exaggerate the advantages and functions of the products. As a result, they mislead consumers to buy things that are not deserved.
另一方面，有时候广告是具有诱惑性和欺骗性的。为了吸引目标客户，一些广告商为了满足修饰产品的作用，而忽视他们使用的一些肮脏措施，或者他们所带来的严重损害。广告经常夸大产品的优势和功能作用。结果，他们误导了消费者购买不值得的东西。
To sum up, advertisements have the good side and the opposite side. If we just take them as a reference, it will be good. But if we depend on them to buy things, we may suffer losses in the end.
总之，广告有好的一面也有不好的一面。如果我们只是把它们当成是参考，广告会是好的。但是如果我们依赖于它们来买东西，我们最后可能会遭受损失。
广告的好处(The Advantage of Advertisement)
With the development of society, there are more and more new industries appear in people’s life. Advertising industry is one of them. It is at the trends of flourishing. In some extend, it changes our life, bringing great benefits to us. We can’t live without it. There are several reasons to account for me view.
随着社会的发展，越来越多的新产业出现在人们的生活中。广告业就是其中之一。而且还在蓬勃发展。在某种程度上，它改变了我们的生活，给我们带来了很多的好处。我们的生活不能没了它。有几个理由可以支持我的观点。
First of all, advertising provides clear goods information to us. When we walk into the supermarket, we will see dazzling commodities. It is common that we don’t know what to choose as we don’t have a better understanding about them. At that time, advertisement can offer help for us. We can choose a product according to its advertisement, because every advertisement will show the best part for that product. Even though we don’t know the commodities well, but we can have a little understanding about it. In the other words, advertisement plays the role as assistance when we are buying things.
首先，广告为我们提供了明确的商品信息。当我们走进超市的时候，我们会看到琳琅满目的商品。通常我们都不知道要买什么因为 我们不怎么了解它们。这个时候，广告就可以帮助我们了。我们可以根据广告来选择商品，因为每个广告都展示了产品的最好部分。虽然我们不了解商品，但我们还是可以有一点点了解的。换句话来说，在我们买东西的时候，广告帮了我们很多。
Secondly, advertisement also gives a chance for many people to find a job. The ad is everywhere around us. So it must need many people to work for it. In the competition society, it is a good opportunity for us to solve the difficulty of employment. Without advertising industry, there are many people will lose their jobs?
其次，广告也提供了机会给那些找工作的人。广告在我们身边随处可见。所以肯定需要很多人来为它工作的。在竞争激烈的社会，这是解决就业难的一个很好的机会。没有广告行业，有很多人会下岗?
To sum up, it is my point about the advantages of advertising. We should make full use of it in our daily life and occupation.
总之，这是我对广告优势的一些看法。我们应该在日常生活中和就业中充分利用它。
广告的利与弊英语
Nowadays, no matter where you get around in a city or even in the countryside, it is pretty easy for you to find one or two signs introducing a product. This has been increasingly becoming popular in our daily lives. Whether the influence of advertising is good or bad could be examined as follows.
We will start by talking about the merits of advertising. Firstly, advertising is informative, which provides the customers with a quick access to the product needed. Take me as an example. I am a new resident of Guangzhou, a metropolitan city located in the south of China. At the very beginning when moving to this city, I did not have a clue about where to purchase all of the necessities for my newly-bought flat. Thanks to the ads on TV and in newspapers, amazingly almost all of the items ranging from furniture to household appliances were settled within a week. Secondly, consumers can expect to have a best price by comparing and contrasting the prices and specifications of the commodity advertised by different suppliers.
However, advertising involves some defects and I would like to list two of them herein. Initially, the popularity of advertisements has been growing along with the increased layout of design as well as showing up in the marketplace more frequently. The cost will definitely be passed on to the customers. Furthermore, the generation Y would probably lose their individuality because many of them buy the same goods advertised constantly in media during a certain period of time, which makes them appear alike.
After the above analysis of the pros and cons, I tend to be in favor of the positive effects. Undoubtedly, nothing is more important than living in a society where ordinary people can enjoy the conveniences and competitive prices brought by commercials. I believe that the negative effects can be minimized through sustainable economic growth and education.
如今，无论在城市或者在乡村的哪个地方，要找到介绍产品的一两个标记很容易。这在我们的日常生活中已日益普遍。到底广告的影响是好是坏可以剖析如下。
我们将开始讨论广告的优点。首先，广告信息提供给用户快速了解产品的需要。以我为例，我是一个新的广州居民，一个位于中国南部的城市。最初搬到这个城市时，我不知道去哪里为我的新公寓购买所有的必需品。感谢电视和报纸广告，令人惊讶的是几乎所有的东西从家具到家用电器一周内解决了。其次，消费者可以通过由不同供应商的广告比较和对比价格和商品规格得出一个最好的价格。
然而，广告也包含有一些缺陷，我想列出其中的两个。最初，广告的日益普及与增强的布局设计显示在市场上越来越频繁，成本会转嫁给顾客。此外，这一代人可能会因为他们在一定时间内的许多人购买媒体上广告的同一商品而失去了自己的个性，这使得他们看起来一样。
通过对优点和缺点上述分析后，我趋向于正面的影响。毫无疑问，普通人生活在社会里，没有什么比通过广告购买商品可以享受的便利而有竞争力的价格这更重要的'。我相信的负面影响可以通过持续的经济增长和教育降到最低。
广告的利与弊英语作文2
nowadays, no matter where you get around in a city or even in the countryside, it is pretty easy for you to find one or two signs introducing a product. this has been increasingly becoming popular in our daily lives. whether the influence of advertising is good or bad could be eamined as follows.
we will start by talking about the merits of advertising. firstly, advertising is informative, which provides the customers with a quick access to the product needed. take me as an eample. i am a new resident of guangzhou, a metropolitan city located in the south of china. at the very beginning when moving to this city, i did not have a clue about where to purchase all of the necessities for my newly-bought flat. thanks to the ads on tv and in newspapers, amazingly almost all of the items ranging from furniture to household appliances were settled within a week. secondly, consumers can epect to have a best price by comparing and contrasting the prices and specifications of the commodity advertised by different suppliers.
however, advertising involves some defects and i would like to list two of them herein. initially, the popularity of advertisements has been growing along with the increased layout of design as well as showing up in the marketplace more frequently. the cost will definitely be passed on to the customers. furthermore, the generation y would probably lose their individuality because many of them buy the same goods advertised constantly in media during a certain period of time, which makes them appear alike.
after the above analysis of the pros and cons, i tend to be in favor of the positive effects. undoubtedly, nothing is more important than living in a society where ordinary people can enjoy the conveniences and competitive prices brought by commercials. i believe that the negative effects can be minimized through sustainable economic growth and education.
广告的利与弊英语作文3
随着社会的不断发展，广告已成为了大众生活的重要部分，无处不在。每天我们通过各种大众媒体，接收到各种电子或纸质的广告。广告对人们的生活既有负面的影响也有正面的意义。广告使人变得物质至上。新产品不断得被推销给大众。大众为了追赶潮流而浪费钱在无用的东西上。广告对大众的消费观影响深远。举例说明，某玩具广告中，小女孩向伙伴炫耀自己的新玩具。广告传达了每个孩子都应该拥有该产品。无形中孩子会互相攀比，价值取向被扭曲。同时广告还会误导大众对于文字的使用。众所周知，商家会使用一些大家熟知的成语作为广告语来吸引消费者的眼球。然而同音不同字往往会使消费者混淆正确的原文字。可谓是对传统文化的一种破坏。
但是凡事都有两面性。广告发展至今已不只是为了推销产品或者服务，现在广告有了更广的覆盖范围。广告也可以传递正面的信息给大众。以某一公益广告为例，画面中将组成FAMILY这个单词的每个字母都拆开来，并赋予其中几个字母以家庭中的某个角色，演绎了一个关于孩子在家庭中成长的感人故事。故事中的F（父亲）和M（母亲）在I（孩子）小的时候细心呵护，可随着孩子的长大，孩子企图冲破家长的保护与束缚来自由成长，不断的与爸妈发生冲突。后来，孩子
广告是社会发展的产物，无处不在也不可避免。重要的是如何过滤信息，取其精华，去其糟粕。
With the rapid development of the society, advertising has become an important part of our life. We no longer search for advertising, but the advertising finds us. Everyday we receive advertising information via varieties of mass medias, either electronic ones or paper ones. Advertising affects our life both negatively and positively.
Advertising makes people materialism. New products are endlessly introduced to the public. People pursue the fashion trend and a lot of money is wasted for useless stuffs. Consumption concept is significantly influenced by advertising. For example, in some advertisement a little girl shows off her new toy to her little friend and says “I have. And you?” The hint is that everyone should have this toy. Subconsciously children will be likely to compare with others. Value orientation is twisted. Advertising misleads the public people in language use. As we all know
merchants always use well known idioms as a slogan to catch the eyes of the consumers. Actually only the same pronunciation but not the right word. The public will probably mix up the original correct usage. This is a kind of ruin of the traditional culture.
However, every coin has two sides. Advertising is not just a way of selling products or service, the range is much more wider now. It is also deliver positive information. Take a public service advertising as an example. In the flash, Word FAMILY is split into single letters and some of the letters stand for family members. F stands for father, M stands for mother, I stands for the child. The story is about the growing pains of the child. The child grows up gradually and has conflicts with his parents because he would like to get rid of the constraints. After the child steps into the society and tastes the bitter of life. He knows that he should take the responsibility to take care of his parents. Father and mother rely on the child and the child builds up a shelter for them. What a touching story. This advertisement tells in a positive and vivid way that we should respect and love the family members.
Advertising is the product of society. It is everywhere and unavoidable. What is important is that we should learn to filter the information,discard the dross and keep the essence.
