关于广告文化的英文文献

　　Disseminationofadvertisingculture(广告文化的传播

　　)

　　Culturedeterminesthedifferencebetweencommonandadvertisingstrategiesindifferentculturalbackgroundofthechanges,thisismoreextensiveintheareaoftheadvertisingcampaignsandcross-national,inter-ethnicandinter-religiousandinter-ethnicadvertisingcampaignisveryimportant.Thesetypesofadsduringtheplanningofactivitiesshouldbeaclearandcommonculturaldifferencesbetweenthevariousculturalbackgroundstoretaintheaudiencewillbeabletounderstandandaccepttheadvertisingmessagesofinformationandthewayculturaldifferences,accordingtothedisseminationandadvertisingcontentandmannerappropriateamendments.Theworld'sleadingfast-foodchainMcDonald'sinIndiawillbeabletomarketagoodexampletoillustratethispoint.McDonald'sfastfoodinordertobeefproducedintheUnitedStatesasthemainmeat,soawiderangeofU.S.beefforthehamburgersarethemainrawmaterial.IndiaisaHindureligionasthemajorcountries,ascattlefortheIndiansbeef.InorderfortheIndianmarketandthenationalhabitofrespectforIndiatogetmoreconsumers,McDonald'srestaurantswillbesoldinIndiaasamuttonburgerinthemainrawmaterials,andadvertisinginordertosuccessfullyentertheIndianmarket.�

　　Onthecontrary,theaditselfisakindofculture.Inadditiontocommercialadvertising,itsconnotationhasalsoreflectedtheproductionofadvertisersandadvertisinghavetheunderstandingoflifeanditsvalues.Diamondbrandwatches,suchasadsaid:Thediamondtable.Itembodiesasenseofelegance.Theadvertisingofabrandnamewatches,said:useofthetime,intothefuture.Itisamanifestationofthevalueoftimeandrhythm.Whilethetwoadreflectsthevaluesandaspirationsofdifferentways,buttheyareexpressedwiththeconceptofthepursuitoftheirown.Fromthiswecanseethattheadstoadvertisetheirproductsorservices,itisalso,consciouslyorunconsciously,theoutputisasortofculturalawarenessandchangepeople'sthinkingandvaluesthatguidepeople'sbehaviorandwayoflife,materialneedstostimulateaswellastostimulatepeople'sspiritualneeds.Thevitalityofadvertisingliesininnovationdifferencewithmodernadvertisingandactasacatalysttochangeisboundtoagreaterorlesserextentanumberoftraditionalcultureandpromotetheculturaldevelopment.Advertisingisbecomingaspecialkindofsocialandculturalphenomenon.�

　　Advertisingculturalexpressionoftheformshownintheperformancewithacombinationofliteraryandartistictrends,reflectedinthemotivationtosellistosellatdifferentlevels.Marketingmotivationcanbedividedintothreedifferentlevels,namely,topromotetheirproducts,marketingservicesandmarketingconcepts.Advertisingtopromotetheirproductsisthemostbasicanddirectpurpose,itintroducestheproduct'sfeatures,characteristics,uses,stylesandsoon.Marketingservicestopromotetheirproductsthan更进一层,whichnotonlyselltheirproducts,butalsointheuseofconsumerproductsintheprocessofsatisfaction.Marketingconcepttoselltopaythemosthigh-level,itusedtopersuadeconsumerstoacceptaconceptoftheapproachtoachievethepurposeofsale.Forexample,asthepeople'slivingstandards,peopleinthepursuitoffoodanddrinkandeatgoodfoodatthistimeofthecolor,flavorandtaste,stylehasbecometheneedtodiet.Dress,thedressthepursuitofbeautiful,elegant,andtheclothingstyle,color,texture,contenthasbecomeamajorconsideration.Fulldescriptionofthesepeopleinthepursuitofcommercialconsumption,itisalsothepursuitofculturalconsumption.

　　Withtheincreaseinthelevelofmarketing,advertisingbusinessinagradualreductionofhisyoungerbrother,thecultureofadvertisingisgraduallystrengthening.Whennewspapers,magazines,radioandtelevisionthesemassmediapopularityinthemodernfamily,thevariousmediaproductsattachedtoanewwayoflifeofthetraditionalconceptofastrongconsumerimpactandshock,themostdirectroleintheconsumptionmodeladsinregardtochangethetraditionalconsumerinertiaissmall.Inthedemandfordiversificationandanincreasinglycompetitivemarkettoday,thissimpletypeofadvertisinghasalreadybecomehistory.Advertisingpeoplearedoingeverythingpossibletobringawiderangeofideas,emotionalworksinadvertisingpenetration,JapanShiseidoaddesignersNakamuraTsangsaid:Thedesignofanadvertisementmustreflecttheartisthisorherowncreativephilosophy.

　　Culturetothepublicacts,theconcepthasanormativeroleofregulation,iftheadvertisingistostrengthenorchangethewaypeopleinacertainsense,thenadirectimpactonthecultureofthepeople'sunderstandingofadvertisingcampaignstodetermineandaccept.Ontheonehand,creativeadvertisingcannotbedivorcedfromthesocialandculturalbackground;Ontheotherhand,advertisingmustbecreativeintheadwhenthenecessaryculturalpackaging,advertisingsuccessisboundtoastrongperformanceculture.