谈广告宣传中的文化因素

文化是一种客观存在，它对广告活动的策划、创意及运作有着很大的影响，甚至对商务促销的效果产生决定性的影响，它是现代广告活动的外部制约因素。广告是文化整体的一部分，是文化的传播者和创造者。应充分研究文化背景、语言文字、风俗习惯、民族情感等文化因素对广告的影响。

On Cultural Factors in Advertising

Culture, an exterior restricting factor in modern advertising, is a kind of objective reality and exerts great effects on the planning, invention and operation of the advertising activity, and serves as a decisive factor to promote commercial affairs. And advertisement is a part of the culture, and a spreader and creator of the culture. Thus cultural factors such as cultural background, languages, customs and traditions, and national sentiments, etc. should be considered seriously in studying the advertisement.