浅析中西方文化因素在公益平面广中的运用.docVIP

摘 要 文化是人类社会的主要因素,它的发展与社会的发展,同时深刻的影响到社会的每一个成员,它是各方面的影响,包括概念,人们的世界观、人生观、价值观等,影响着人的风俗习惯、宗教信仰和生活行为等。所以人类社会文化的影响是深远而又深刻的,广告作为一个产品的社会发展受到文化的影响和约束。 公益广告的核心是创造社会效益,即对社会的有效宣传,社会动员,陶冶人们的心灵,规范人们的行为,创造一个良好的社会环境。公益广告具有很强的思想内容、艺术性、公益性和针对性,往往是简洁的,以小见大,给人以启迪和警示。公益广告和文化结合会对人们更具有说服力,让人们更容易去接受,公益广告的目标才能更好的去完成, 才能真正的帮助人类社会往真正的文明方向发展。而中西方文化的差异在广告，以及公益广告中其中举足轻重的作用。不同的文化表达方式不同，广告的创意和设计也不同。本文将对这一问题进行浅析研究。 关键词：公益广告；中西文化；平面广告；文化差异  Abstract Culture is the main factor of human society, its development and the development of the society, and the profound influence to every member of society, it is the impact of various aspects, including the concept of peoples world outlook, the outlook on life, values, etc., influence peoples customs and habits, religious beliefs and life behavior etc. So the impact of human society and culture is deep and profound, advertising as a product of social development under the influence of culture and constraints. Psas core is to create social benefits, namely the effective promotion of society, social mobilization, edify peoples hearts, and standardize peoples behavior, create a good social environment. Public welfare advertisement has a strong ideological content, artistic, public welfare and targeted, tend to be concise, view, give a person with enlightenment and warning. Public welfare advertisement and culture combined with will be more persuasive to people, let people more easy to accept, psas aim to do better, can we truly help to real human society civilization development direction. And the difference of Chinese and western culture in advertising, and public service ads in the vital role. Different cultural expression way is different, advertising creative and design are also different. This article will briefly study on this issue. Keywords: advertisement; culture; advertisement; cultural differences  目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc355819087 摘要 PAGEREF _Toc355819087 \h 1 HYPERLINK \l _Toc355819088 第一章 关于公益平面广告 4 HYPERLINK \l _