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.

The presenting of humanistic advertising is due to the development of the marketing economy, the concepts of the mass communications, and the increasing demands of consumers.

Analyzing Advertisement Texts: A Rhetorical Framework from the Perspective of Kenneth Burke s New Rhetoric;