广告创意与广告文化

CREATIVE INTENTION OF ADVERTISING AND ADVERTISING CULTURE

广告创意过程是一种复杂的思维过程,是激活潜意识,孕育和产生灵感的过程,并且受主观客观诸多因素的制约和影响。广告创意必须依照广告策略的整体框架进行。广告创意离不开广告文化,广告文化从属于大众文化。广告作为一种大众消费文化在推动社会发展方面起了重要的作用。不同民族的价值观接受不同的广告创意,不同的广告创意则孕育出各具特色的广告文化。广告人应认识和把握文化的共通性和差异性,在世界范围的竞争中创建中国特色的广告文化。

The process of creative intention of advertising is a sophisticated thinking course, during which potential consciouness is to be activated and inspiration is to be pregnant with and produced, and which is to be restricted and affected by many subjective and objective factors. The creative intention of advertising must be carried out according to the whole framework of advertising strategy. The creative intention of advertising can not be separated by advertising culture, for advertising culture is subordinate to the culture for the masses. Advertising, a popular consuming culture, plays an important role in propelling social development forward. Different values of different nationalities accept differnt creative intention of advertising, while advertising culture with unique features derives from different creative intention of advertising. Advertising workers should comprehend and grasp the similarities and differences of culture, and make sure that founding advertising culture in the world-wide competition is our sacred mission.