Towards a Humanistic Advertising

The present author maintains that traditional advertising is merchandise oriented and its ultimate aim is commercial promotion while a humanistic advertising is more human oriented, whose advert is due to the ideological transformation of the modern people on advertising, the development of the market economy and the nature of mass communications. Six features of humanistic advertising is explained in the paper:it sees consumers as living humans; it stresses a comprehensive communication and understanding; it aims at the establishment of a life long relationship between the consumer and a brand; it does not neglect the aesthetic quality of the advertising; it takes upon itself certain social obligations; and it engages in cultural construction.