广告创意中的民族特色.docVIP

目录 TOC \o 1-2 \h \z \u 摘要: 3 关键词：?民族文化；??广告创意；??互动；??文化策略 3 1．序言 4 2．广告与民族文化 4 2．1广告创意与民族文化的关系 4 2．2广告创意与民族文化相互促进 5 3．广告创意的主要文化策略 5 3． 1以民族文化与消费者的沟通 6 3． 2 以民族文化内涵，增加产品形象的文化附加值 6 3．3 以民族文化塑造企业形象 6 4.结论 8 参考文献 9 广告创意中的民族特色 摘要: 在相对富足的今天，人们的消费习惯已经从“物质”层面升华至“精神”层面。因此，在广告行业之中，广告创意不能再是单纯的产品宣传，还必须融入文化内涵，尤其是民族文化的精髓，以求从精神上打动消费者。不同民族的消费者因其文化环境的不同而具有不同的消费心理，广告要达到诉求效果，必须尊重消费者的心理，进而尊重各民族的文化，在广告中将民族文化与产品、品牌及企业文化结合起来，从而赢得消费者的认同并产生消费的行为。本文分析了民族文化与广告创意既相互促进与制约的关系，简要阐述了中华民族文化的内涵，并从对消费者的深度心理沟通、增加产品形象的文化附加值、塑造特色企业文化形象三个方面，层层递进，提出在中国广告中融入民族文化、塑造民族品牌的具体创意对策。 关键词：?民族文化；??广告创意；??互动；??文化策略 Summary: Today in opposite abundance, the habit of consume of people has already sublimated tospirit level frommaterial level.Therefore, in the advertisement the profession, the advertisement creativity cant be a pure product again publicity, have to also integrate a cultural content, particularly is a race cultural of essence, in order to move consumer from the spirit.The consumer of different race because of its culture environment of dissimilarity but have different of consume mental state, the advertisement want to attain claim effect, have to respect the mental state of consumer, then respect the culture of each race, is advertise culture and product, brand of the lieutenant general race and corporate culture knot to put together and win approve of consumer thus and produce consumer behavior.This text analyzed race culture and advertisement creativity since promote mutually and the relation of check and supervision, the synopsis elaborated Chinese nation culture of content, and from to the depth mental state of the consumer communicate, increase the cultural affixture of product image a value and mold special features corporate culture image is 3, in multiple layers pass into, put forward in China the advertisement to integrate race culture and mold the concrete creativity counterplan of race brand. Keyword: Race culture; Advertise a creativity; Interactive; Cu