摘要
广告文化是一种文化软实力,是文化软实力的重要内容。当今,我国广告文化软实力的现状是:广告文化实现了与中国传统文化的有机结合、与流行文化的有机结合、与企业文化的有机结合、与外来文化的有机结合。但也存在着不足之处,如以文化为主、以意识形态为主、以社会效益为主、以内容生产为主、以创新为主、以民族特色为主的原则要求不够突出。为了进一步提升广告文化软实力,广告文化的设计者必须增强学习力;着力抓好广告文化软实力的创造、传播、效应三个基本环节;注重广告文化软实力的安全保障,不断提升广告文化软实力的质量。
Advertising culture is a kind of and important part of cultural soft power. The status quo of present China＇s advertising culture soft power is that the organic combination of advertising culture with Chinese traditional culture, with popular culture, with enterprise culture, and with foreign culture. However, flaws are also obviously found in implementing the principle that advertising culture should focus on culture, ideology, social effect, content production, innovation and ethnic characteristics. Therefore, to further enhance the advertising culture soft power, advertising culture designers have to improve their study and focus their attention on the three basic parts of creating, spreading and effect in advertising culture. They should also strive to guarantee the security of advertising cul- ture soft power, and keep improving its quality
出处
《广东技术师范学院学报》
2013年第11期95-100,共6页
Journal of Guangdong Polytechnic Normal University
关键词
广告文化
软实力
文化软实力
advertising culture
soft power
cultural soft power
