广告中的人性异化现象应该引起人们关注。在广告中普遍存在人性物化、感官化和反人性现象,由于广告大都通过主流媒体传播发布,产生的负面社会效应是巨大的。广告从业人员应接受现代营销理念,关注人性。贝纳通的广告运动是广告关注人性的范例,它不但提升了该公司企业形象,还创造了商业利润。 The phenomenon of human alienation in the advertisement should draw people’s attention. The materialization, sensualization and anti-humanity of humanity are widespread in advertisements. As most advertisements are distributed through the mainstream media, the negative social effects are enormous. Advertising practitioners should accept the modern marketing concept, concerned about human nature. Benetton’s advertising campaign is an example of an ad’s focus on humanity, which not only enhances the company’s corporate identity but also creates business profits.