文化观与广告创意原则综论

A comprehensive review about the outlook on culture and the principle of ad creating

迄今为止 ,文化观与广告创意之间的制约关系在广告创意学的专著中仍被忽视 ,笔者认为 ,没有新颖的理念 ,技术技巧何用 ?故选取其中至关重要的三个原则 :价值原则、行为原则、习惯原则加以分析阐述 ,通过成功案例的示范剖析 ,从文化学的角度揭示其本质规律。

Up to know, the mutual restrictive relationship of the outlook on culture and ad creating is still neglected in monographes on ad creating. There is not a new idea, techniques and skills will be no longer effetive. This paper, through expounding three important priciples, including value priciple, act priciple, and custom priciple, and analysing successed cases, sheds its essential laws from the cultureal point of view.