摘要
创意在广告创作中具有重要地位,并且创意的优劣会直接影响到广告最终的传播效果。影响广告创意的因素是多方面的,其中文化对广告创意的影响极其重要,因为它是沟通全球人类面对广告取得认同交流的前提。由于文化认同、文化差异、区域文化的不同存在,影响着广告创意的定位与诉求。
Creativity has an important role in advertising creation and the merits of it will directly affect the final results of the advertisement spread.Many factors impact advertising creativity,among which,culture is extremely important,because culture is the premise that all the human being in the earth can communicate in advertisement and agree with it.As the existing degree of cultural identity,cultural differences and regional culture is different,it impacts the positioning and aspirations of advertisement creativity.
关键词
广告创意
文化认同
文化差异
亚文化
advertisement creativity, cultural identity, cultural differences, sub-culture
