| 内涵与追求:广告创意中的传统文化 |
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| 引用本文： | 吕琛.内涵与追求:广告创意中的传统文化[J].广西民族大学学报,2003(3). |
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| 作者姓名： | 吕琛 |
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| 作者单位： | 广西商业高等专科学校基础部 |
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| 摘 要： | 各民族文化的差异 ,形成了不同文化背景的受众对广告接受的不同要求。中国广告必须努力去适应中国文化的特色 ,在广告的创意、写作中不只是能快速、准确地传递商品信息 ,同时还应该有丰富的传统文化内涵。
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| 关 键 词： | 广告 创意 传统文化 民族特色 |
Seeking Traditional Meaning in Advertisement Making Creativity |
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| LV Chen.Seeking Traditional Meaning in Advertisement Making Creativity[J].Journal of Guangxi University For Nationalities(Natural Science Edition),2003(3). |
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| Authors: | LV Chen |
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| Abstract: | Different cultures produce different requirements for acceptable advertising. Chinese advertisements must make efforts to fit Chinese culture and people, to not only fast and accurately transmits product information but at the same time to incorporate rich cultural overtones. |
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| Keywords: | advertisement creativity traditional culture national feature |
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