民族文化是广告创意的源泉

广告活动是一个创作活动,广告作品实际上是文化和艺术的结晶。广告创意过程是一种复杂的思维过程,同时它与民族文化密切相关。广告作为一种大众的消费文化在推动社会发展方面起了重要作用。由于各种因素的影响,任何民族的广告文化都受其本民族传统文化的影响,中国的广告文化也不例外。因此,为提高现代广告的有效性,需要从源远流长的民族传统文化和绚丽的现代文化中汲取营养,使民族文化与现代广告有机地融合在一起,有效地提高现代广告的文化品位,强化广告宣传活动的市场销售效果和形象塑造效应。

The National Culture Is the Source of Ad Creation

The ad activity is a creative one.In fact,the ad works is the crystillization of culture and art.The process of the ad creation is a quite complicated thinking;meanwhile,it ia closely related to the national culture,and an ad as a mass comsumer culture plays an important role in promoting the social development.As various factors can affect the ad culture,any national ad culture may be influenced by their native traditional culture,so may Chinese ad culture.Thus,in order to pronote the modern ad effectively,we need draw rich nourishment from the distant traditional culture and wonderful moderm culture,integrate the national culture with the modern ad,promote the culture taste of the modern ad effectively,and strenghen the marketing of the ad publicity activity and its image.