You can tell the ideas of a nation by its advertisements你可以从一个国家的广告中看出它的思想

3/3YoucantelltheideasofanationbyitsadvertisementsAbstract:Recently,withthedevelopmentoftechnologyandthestandardofliving,thetendsofConsumerhavebeensublimatedfromthe"material"leveltothe"spiritual".Inordertoimpressconsumersmentally,advertisingcreativeisnolongerasimpleproductpromotion,mustalsointegrateculture,especiallytheessenceofnationalculture.Becauseofdifferentethnicgroupsofconsumersbaseontheirdifferentculturalenvironmentsandhavedifferentconsumerpsychology,advertisementsappealtoachieveresults,wemustrespectconsumerpsychology,thusrespectingtheculturesofdifferentnations.Inordertowinconsumerrecognitionandgenerateconsumerbehavior,youmustneedtoethniccultureandproducts,brandandcorporateculturecombineinadvertisements.Thispaperarguesthatbothnationalcultureandcreativemutualpromotionandmutualrestraint.Inconclusion,setacertaindensityofculturalcontentincreativeandeffectiveculturalorientationhasbecomeasought-aftermodernadvertisingcreativeorientation.Keywords:nationalculture;creativity;advertisements;Ⅰ.IntroductionWiththeincreasingopenofmarketsoandtheExpansionofdisseminationofinformation,Economicandtradeunderdifferentculturalbackgroundsexchangemoreandmorefrequent.thuspromotefurtherexchangesbetweendifferentethnicandculture.Asadvertisementsdevelopmentrapidly,theimpactandeffectonsocietyhasbeenfarbeyondthisbasiccommodityinformationdisseminationfunctions,andincreasinglyexhibitculturaladjustmentfunction.So,theimpactsofnationalcultureontheadvertisingcreativeisalsoclearlyapparent.ToimprovethecompetitivenessofChineseenterprisesandproducts,wemustfirstlyanalyzethenation'sconsumerpsychology,culturalpsychology,andconstantlyimprovethelevelandqualityofitsadvertisingcreative.Ⅱ.AdvertisingCreativityandNationalCultureIntherecentsociety,peopleincreasinglyrecognizetheimportantrolecultureplaysforanation'sdevelopment.Aseconomicdevelopmentisinseparablefromculturalsupport,competitiveeconomyisultimatelyregardasacompetitionofculture.Fromamacropointofview,asaneconomicactivity,advertisementsisinseparablefromculture.Onlybyimprovingtheculturalconstruction,advertisingbusinesscanfastlydevelopment,creativelevelsandenhancetheoveralldevelopmentofspacecangeton.Fromthemicrolevel,anadneedstoachieveitsaspirationshaveoutstandingcreativegoals.Asadvertisingcreativefromeveryaspectofsocial,especiallytheaspectofspirituallifeandmaterial,cultureisanimportantsourceofadvertisingcreativity.Partofthematerialcultureprovidedmaterialforcreativeexpression,forexample,indifferentperiodsofadvertising,itspicture,language,musicandculturaldevelopmentreflectsthesituationoftheperiod.Theseculturalelementsareanimportantpartofcreativeadvertising,andalsopartofitscreativeessence.Inaddition,thecultureofconsciousness,mentalpartmakethesoulofadvertisingproducts,maketheSublimationproductswhichislifelessbecomeasupportofspiritualandcultural.Intoday'ssociety,producthomogeneityhasbecomeacommonphenomenon,people'sconsumptionhasaspiritualpursuitpursuitevolvedfrommatter.Consumerrecognitionoftheadvertisedgoods,inparttoconveytheculturalvalueofadvertisingmerchandiseidentity.Advertisingisnotonlyacommercialactivity,butalsoaculturalbehavior.Culturecanbeadvertisedgoodsshapinganemotionalimage,increasethecredibilityandvalueofitsbrand.Wecanseethatinmanycases,thosecreativesuccessthereandtheyareinherenttosellgoodstoadapttothedemandsofaculture.Forexample,amanoftheworld’s"style",fillinginthe"GoldLion"tie;Confucianhousewine,drinka"home"warm,suchadvertisingcreativeinrefinedculturalmeaningfarbeyondthecommodityitself.Itwillusethevalueofthecommodityhasbeenconvertedintoaculturalvalue.Recently,thesuccessorfailureofculturalorientationhasbecomeakeytocreativesuccess.Inordertogivetheenduringvitalityofadvertising,wemustmaketheintrinsicrichculturerootedinbeingcreative.Atthesametime,bringtheaddedvalueofthepublicitytogoodsandservicesincreases,andbringadirectorindirecteconomicbenefits.Today'sworld,countlesspeopleeverydaytoacceptthestimulusinformation,facethechallengeofthevastocean-likewaveofadvertising.Forinformationonadvertisingtoreachtheiraudiencewithoutbeingpassedinundated,theircreativemustmeetthefollowingcharacteristics:uniqueness,effectiveness,authenticity,artistic,reasonable.Lackofgoodcreative,advertisingstrategiesandthemeswouldbedifficulttoreflectcleveradvertisingperformancewillonlybereducedsothatconsumersignoreortiredsound,graphics.Goodadvertisingcreativeadvertisingaroundthethememustbestrictlyandmustbeabletocommunicateeffectivelywiththeaudience.Therefore,creativeadvertisingiscloselyrelatedtopeople'slives,itisasocialandculturalactivities.Thesuccessofthegraspofthepsychologicalneedsofconsumers,advertisingisthekeytocreativity,whichdeterminesthesuccessorfailureofthecampaign.Ⅲ.RelationshipbetweenNationalCultureandAdvertisementsNationreferstothehistoryoftheformationofacommonlanguage,commonareas,commoneconomiclife,andthustheperformanceofthecommonpsychologicalqualityonthecommoncultureofhumancommunity.Nationalculture,isanationinthelong-termsocialandhistoricalpractice,creatingamaterialandspiritualcivilizationisdifferentfromotherethnicgroups.Comparedwithothersub-culturephenomenon,thereisacleardistinctioninnationalculture.Forexample,thenationalcultureischaracterizedbycultural,ethnicandculturaldifferencesbetweenthecharacteristicsofthesuperiorityorinferiorityofdifferencesratherthandifferences.Becauseofdifferentethnicregionalecologicalenvironment,thusformacultureofstate,behaviorandcultural,institutionalcultureandspiritualculturethatisnaturallydifferent.So,theculturaldifferencesbetweenvariousethnicgroupsisgreat.Advertisingcreativeandnationalculturehasaverycloserelationship.Ontheonehand,advertisingcreativeisalwaysinspecialsocialenvironmentandattachedtothebaseofaparticularnation'swayofthinking,values,culturalawareness,lifestyleandotherfactors.Ontheotherhand,inthecontextofadvertisingaudiencesundernationalcultureaffectedthelivingenvironmentforcreativejudgmentandwillhaveadistinctchoice.Therefore,therelationshipbetweenthecreativeandculturalstudiesbetweenthetwoisextremelyimportant.Whenconductingcreativeadvertisingdesignersmustadapttoallculturalbackgrounds,sothatitcanberecognizedbytheaudience,theinformationtransferprocesstoworkproperly.Otherwise,itisdifficulttoconducteffectiveinformationdissemination.Inaddition,theinformationispassedonlybythecoincideswiththevaluesoftheaudienceinordertoresonatewiththeaudience,thusachievingeffectivecommunication.Valuesoftheaudienceareundertheformationofacertainculturalbackground,itissubjecttotheinfluenceandimpactofnationalculture.Therefore,advertisingcreativeifthiscircleoutofthenationalculture,theremaynotbeaccepted.Moreseriously,onceanadvertisingcreativeelementscontrarytothenationalculture,nationalfeelingshurtconsumers,itwillcauseconsumersaccusation,greatlyinfluencedtheinformationdisseminationofadvertising,weakencreativeefforts,evencounterproductiveadvertisingeffectiveness.Forexample,NikefearfighterintheuseofChineseadvertisingman,Chinesedragonandotherethnicandculturalelementstohandleinappropriately,unintentionallyhurtthefeelingsoftheChinesepeople,ledtotheadvertisingcommunityisextremelyoffensive.AnotherexampleistheChinesedragonslippingNipponadvertisingalsodamagedtheimageofthedragoninChinesepeople'smindsmajesty,makingadvertisingfinallywasremovedfromallmedia.Therefore,creativecannotignorethe