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一、金融广告的性质、任务及其作用 所谓金融广告就是通过传播金融广告信息,衔接、沟通和协调金融活动与经济发展的相互关系,推动金融与经济共同发展的一种经济现象,它是促进我国社会主义物质和精神文明的重要宣传工具。金融广告的任务是指通过在金融广告活动中树立竞争观念和服务观念达到广告的目的,其含义包括两方面,一是通过金融组织形象信息传播的宣传,让人们来认识金融、理解金融、支持金融,创造良好的社会环境,发展金融;二是通过金融业务信息传播的宣传,为社会提供金融服务使其参与金融,创造效益,推动经济运行和发展。它的作用体现在以下几个方面: 1.金融广告有利于塑造金融形象,
I. The Nature, Tasks, and Roles of Financial Advertising Financial advertising is an economic phenomenon that promotes the common development of finance and economy through the dissemination of financial advertising information, the convergence, communication, and coordination of the mutual relationship between financial activities and economic development. An important propaganda tool for China’s socialist material and spiritual civilization. The task of financial advertising is to achieve the purpose of advertising by establishing competitive concepts and service concepts in financial advertising campaigns. Its meaning includes two aspects. First, it promotes people’s understanding of finance, financial understanding, and support through the promotion of image information dissemination by financial organizations. Finance, to create a good social environment, and develop finance; Second, through the dissemination of information on the financial business information, to provide financial services to the community to participate in finance, create benefits, and promote economic operation and development. Its role is reflected in the following aspects: 1. Financial advertising helps shape the financial image.