广告创意与民族文化  

Advertising Idea and National Culture

作　　者：邓杰[1] 蔡之国[1] 

机构地区：[1]扬州大学新闻与传媒学院,江苏扬州225002

出　　处：《南通大学学报（社会科学版）》2008年第5期132-135,共4页Journal of Nantong University:Social Sciences Edition

基　　金：国家教育部人文社科基金(07JA860004);江苏省社科联课题(A-07-48)

摘　　要：优秀的广告创意,必须植根于民族文化的沃土之中。运用最生动的民族语言,透过人类共同的心理表层,将根深蒂固的深埋在人的潜意识背后的"民族记忆"和"种族记忆"表达出来,进而达到令人心领神会的效果。广告创意须重视民族文化的差异性与中国民族文化特点。广告创新必须在全球化视野融合特色的民族文化形成鲜明的民族个性特征。只有建立在尊重民族文化心态基础之上的广告创意,才能实现广告传播效益的最大化。Excellent originality of advertising should be deeply rooted in national culture, be expressed by national language and beyond the surface layer of all human beings＂ psychology, and activate the national memory and racial memory hidden behind human beings＂ sub-consciousness, so as to help the audience understand the ad tacitly. Advertisement originality should focus on the disparity among national cultures and the cultural characteristics of Chine.se nation. Only by being based on the concern of na- tional culture can the advertisements achieve the efficiency of advertisement transmission to the utmost.

关 键 词：民族文化 广告创意 全球化 本土化 

分 类 号：F713.80[经济管理—广告]