商业广告“涉政”现象分析

Analysis of the Phenomenon of Commercial Advertising That "Involves Politics"

商业与政治之间没有隔离带,商业广告活动并非不问政治,无关政治。商业广告不仅表达政治诉求,引发政治风波,也将政治作为创意资源,借以提升品牌的价值和市场地位。而国际广告传播不仅反映了国际市场上的合作与竞争,也隐含着国家之间的政治博弈,是国家在世界政治、经济新格局建构过程中谋求地位、施展影响的一种传播方式。

There is no insurmountable 'isolation zone' between business and politics,and commercial advertising is related to politics.Commercial advertising is not only to express political aspirations,but also utilize politicians and political events to attract attention and enhance brand value and market position.In particular,the international advertising communication not only reflects the cooperation and competition on the international market,but also implies the political game between countries.And it is a country's communication mode of seeking status and displaying influence in the process of the construction of new world political and economic pattern.