“文化广告学”论纲

随着全球经济一体化和经济文化一体化的推进,广告与文化的关系日显紧密.建立文化广告学不仅是广告理论建设的需要,也是广告实践的需要.文化广告学是广告学的延伸和拓展,它不仅要从理论上探讨广告与文化的关系,还要从广告活动和广告成品的各个环节和要素研究有关的文化问题,更要关心广告传播的社会文化效益,寻求其经济效益与文化效益的双赢途径.

On Cultural Advertising

With the advancement of economic globalization and cultural intergration, culture and advertising are getting closely related to each other. To construct cultural advertising, to examine and study advertising within cultural context are vital importance to the theoretical development and practice of advertising. Cultural advertising, an extension of advertising, explores not only the theoretical relationship between culture and advertising, but also the links of advertising activities and advertisements and the issues related to culture. Besides, it should also tackles the social benefits of advertising and communication, trying to find out win-win channels for economic and cultural benefits.