中西方广告创意水平差异刍议  

Difference of Creative Level Between Chinese and the Western Advertisement

作　　者：郭笑非[1] 杨允[1] 张利臣[2] 

机构地区：[1]辽宁工学院文化传播系,辽宁锦州121001 [2]辽宁工学院宣传统战部,辽宁锦州121001

出　　处：《辽宁工学院学报（社会科学版）》2003年第4期59-60,共2页Journal of Liaoning Institute of Technology（Social Science Edition)

摘　　要：本文分析了造成中西方广告创意水平差异的原因 ,强调必须正视我们与西方发达国家的差距 ,更要认真研究中国广告发展的现状 ,用与时俱进、开拓创新的精神不断探索、完善、发展和丰富中国特色的广告理论。This article analyses the reasons that bring about the difference of creative level between Chinese and the Western advertisement, emphasizes we must look squarely at this kind of difference, furthermore,we should seriously study the present situation about the development of Chinese ad, continue to explore,perfect, develop and enrich the theory of Chinese advertisement.

关 键 词：中西方 广告创意 差异 

分 类 号：J04[艺术—艺术理论]