摘要
人们由于各自的社会地位和角色的差异,客观上会形成不同的文化群。这种文化群一般可分为主流文化、边缘文化和离散文化三个层次。同这种文化分层相适应,人们的价值观存在着主流价值、边缘价值和离散价值的区别。一般地,不同文化群对各自的价值情有独钟。广告作为一种社会文化现象,它不可避免地反映、承载和传播着一定的社会价值观。任何广告都有自己特定的目标受众群。因此,为提高广告效果,我们必须深入分析受众群的文化层属,并在广告创意中赋予广告以恰当的价值表现,这是提高广告传播效果的有效途径。
People, because of the differences of the social status of each and the discrepancy of role,can be divided into different culture groups. The culture groups can be divided into 3 layers： namely the edge culture.dispersed culture and main stream culture. Suit with this, their viewpoint of value can be divided into the edge value .dispersed value and main stream value. Generally speaking,different culture groups have a special liking for the value of their own. Advertisement , as a kind of social culture phenomenon, reflects, bears and propagates certain social viewpoint of value inevitably. All advertisements have their own specific target receivers group. In order to raise the advertising effect, we should analyze the culture layer of the receiver groups and make full use of it in advertising produce.
出处
《孝感学院学报》
2005年第4期76-78,共3页
JOURNAL OF XIAOGAN UNIVERSITY
关键词
文化分层
价值观
广告传播
价值选择
the cultural stratified
viewpoint of value
advertising spread
value option
