广告的文化认同

Cultural Identification of Advertisements

广告以文化作为附加值已经广泛地用于广告创意中,并取得良好效果。这类广告常常通过唤起受众的文化认同以实现文化共享,使受众在充溢着文化品味的氛围中消除对商品广告的偏见,从而达到预期的传播目的。其传播原理为:广告通过某种特定文化意涵引起受众认同;广告用以负载特定文化意涵的符号为广大受众认知、识别和理解,传受之间实现相同含义的交流;同时,广告的文化认同使之具有传播和推销文化的作用。

Advertisements with culture as added value have been widely used in advertising design and achieved good results.They often share the culture with the receivers by arousing their cultural identification in order to free them of the prejudice against commercial advertisements in a cultural atmosphere and reach the desired goal of transmission.The principle of transmission is that the receivers' identification with advertisements through specific cuhural meanings and their cognizing,distinguishing and understanding of the signs with these meanings make it possible to realize the commu- nication between transmitters and receivers.At the same time,advertisements' identification with culture plays a role in the spread of it.