广告传播的民族文化功能

广告作为一种文化行为,一种文化体系表现,是现代社会的产物,是现代社会文化中最具活力的文化现象。民族文化是传统文化,是历史的积淀。现代与传统,这两种有着不同的文化特质的文化现象,在现实生活运行中,必然会发生碰撞、冲突与交融。民族文化的精华部分会在民族成员对现代文化的读解中构入广告文化,促进广告的传播;而民族文化自成体系的文化系统及维护传统的惯性,又使它在面临广告这一现代文化进入时,始终处于警戒状态。因此,广告传播务须正视民族文化的功能。广告传播的民族文化功能主要表现在民族文化构成广告的文化精神意蕴、形成广告文化表现个性、影响着受众对广告的接受取向以及制约广告文化传达等几个方面。

National Cultural Function of Advertising Communication

Advertisement, as a kind of cultural behavior, a kind of expression of cultural system, is the outcome of modern society and the most active cultural phenomena in modern social culture. National culture is the traditional culture, and is also the historical accumulation. There must be collision, confliction and blending of the traditional culture and -the modern culture. The best of national culture will bring into advertising culture and promote the communication of advertisement while the national members are understanding the modern culture; but the cultural system which has its own national cultural system and the inertia of defending tradition is always in the state of a-lert when it faces the entering of modern culture, advertisement. Therefore, advertising communication must face up to the function of national culture. National cultural function of advertising communication mainly reflects several aspects which include national culture composing of cultural spiritual implication of advertisement, forming manifesting character of advertising culture, influencing audiences' accepting orientation to the advertisement as well as restricting the communication of advertising culture.