从台湾公益广告看海西文化圈的共通意义空间

"Common Sentiment" in Culture Identification of the Western Coast of the Taiwan Straits by Taiwan Commonweal Advertisement

从传播学的视角探讨公益广告对两岸文化认同培养的要求和路径,通过考察台湾广告作品的意义结构与传播价值和区域性特点与意义分享两个视阈所呈现的意义空间的影响力,提出以公益广告建构海西文化圈路径的建议:建立开放的政治文化认同的价值体系,建立双向传播的有共通意义空间的符号系统,以区域经济的影响力加强组织机构、企业和媒体为主导力量的合作机制。

The paper,from the perspective of communication studies,discusses the demand of the commonweal advertisements on culture identification across the Taiwan Straits and its realization.Through two features of Taiwan commonweal advertisements which have exerted some cross-Strait ＂common sentiment＂ impact,paper suggests three way to strengthen the culture identification of the Western Coast of the Taiwan Straits by the commonweal advertisement,such as constructing open political value system,accelerating two-way communication system,and enhancing the collaboration among relative institutions,enterprisers and media.