信息创意产业视阈下中日广告文化的比较研究

A Comparative Study of Chinese and Japanese Advertising Cultures from Creative Industry of Cultural Information Perspective

当今社会,信息创意产业备受各国关注,其发展势头也一浪高过一浪。它已成为当前文化竞争力提升的重要载体和手段。通过发展信息创意产业来传播文化,既可以避免依靠硬实力介入国家间交往所造成的消极影响,又能够有力地宣传民族文化,从而提升国家和民族的形象、地位,最主要的是它促进了经济的快速且可持续发展。广告文化是信息创意产业中重要组成部分。因此,笔者在当今信息创意产业的宏观视域下,以中日两国的广告文化为研究对象展开比较分析,追寻隐含在广告背后的两国不同的文化特质及其产生的根源。

In today＇s society, creative industry of cultural information has attracted particular attention of the world. As today＇s important carrier and method of improving cultural competitiveness, it is experiencing a rapid development momentum. Spreading culture by means of developing creative industry of information can avoid the negative effect caused by involving hard power in interstate communication and effectively disseminate national culture to promote national image and status. Most importantly, it can foster rapid and sustainable development of the economy. Since advertising culture is the most important part in the creative industry of cultural information, the author, from a broad perspective of today＇s creative industry of cultural information, conducts a comparative analysis on Chinese and Japanese advertising culture with an aim to explore the different cultural traits and its root cause behind advertisement.