激发式传播与想象性创造——文化与科技互为作用对亚洲广告发展的影响  

Stimulus Diffusion and Imaginative Creation:The Influence of Culture and Technology on the Development of Advertising in Asia

作　　者：杨效宏 崔雯婷[1] 龙珍平 YANG Xiaohong;CUI Wenting;LONG Zhenping(College of Literature and Journalism,Sichuan university;creative industry research institute,sichuan university)

机构地区：[1]四川大学文学与新闻学院 [2]四川大学创意产业研究所

出　　处：《国际新闻界》2023年第11期127-143,共17页Chinese Journal of Journalism & Communication

基　　金：国家社会科学基金项目“‘一带一路’背景下‘中国故事’传播影响力研究”(项目编号:17BXW040)的阶段性成果~~。

摘　　要：本文基于“亚洲现象”来整体观察亚洲广告,结合对2010-2019这十年间戛纳国际创意节CLIFC中所有获奖的亚洲广告测评分析,认为亚洲广告在策略和创意上表现出亚洲文化因素和科技技术的合力作用。一方面,亚洲广告为文化意味所浸透,文化观念与文化方式影响了亚洲广告的创作和表现;另一方面,随着亚洲科学技术水平的提高,亚洲广告逐渐在广告方式与效果方面体现出更多的科技元素和技术特征。随着科技介入亚洲广告程度越来越强,文化与科技互为的作用促成亚洲广告的激发式传播和想象性创造,共同推进亚洲广告的发展。Based on the “Asian phenomenon”, this paper makes an overall observation of Asian advertisements and analyzes all the Asian advertisements awarded in CLIFC of Cannes International Creative Festival from 2010 to 2019. It holds that Asian advertisements show the combined effect of Asian cultural factors and science and technology in strategy and creativity. On the one hand, Asian advertisements are saturated with cultural meanings. Cultural concepts and ways have influenced the creation and expression of Asian advertisements. On the other hand, with the improvement of the level of science and technology in Asia, More and more scientific and technological elements and technical characteristics are reflected in the advertising methods and effects. With the increasing involvement of science and technology in Asian advertising, the interaction between culture and science and technology will further promote the explosive dissemination and imaginative creation of Asian advertising and jointly promote the development of Asian advertising.

关 键 词：亚洲广告 文化因素 科技力量 激发式传播 想象性创造 

分 类 号：G05[文化科学] F713.8[经济管理—广告]