中国广告的“治愈系”实现  

The Achievement of "Healing" Culture in Domestic Ads

作　　者：冯易[1] 

机构地区：[1]武汉纺织大学传媒学院,湖北武汉430073

出　　处：《江苏商论》2012年第1期86-88,共3页Jiangsu Commercial Forum

基　　金："湖北省教育厅人文社会科学研究项目"成果;项目编号:2009b256

摘　　要："治愈系"产生发展于日本,但从人类渴望慰藉的本能出发,具有很大的普世价值。它既是一个文化产业,又可以作为广告的诉求手段之一。文章通过探究"治愈系"的产生根源和中日两国文化及市场环境的差异,提出了对"治愈系"文化进行本土化的操作过程中应当注意的问题,即理解中国国情和文化特征,参考国内广告环境,将"治愈系"文化作为广告诉求手段时不失其原本的意义。＂Healing＂ derived from Japan and has high and universal values out of human being＇s inborn desire for comfort.It is not only a cultural industry but also a means of advertising appeals.This essay presents some points in localization operation of ＂Healing＂ through exploring the root causes of ＂Healing＂ and differences between the Sino-Japanese culture and market environment.It is also important to understand China＇s national conditions and cultural characteristics and refer to the domestic advertising environment to realize the goal of using the ＂healing＂culture as a means of advertising appeals without losing its original meaning.

关 键 词：治愈系 广告 诉求方式 

分 类 号：F723[经济管理—市场营销]