摘要
公益广告作为一种承担社会责任的载体,在一定程度上影响着人们的思想意识和社会价值观,也必然受中西方文化的制约而发展。西方的广告文化是一种外向型的文化,具有很强的扩张性和渗透性。中国的广告文化是一种内敛型文化,重国、重家、重情。所以根据国情的需要,中国与西方发达国家在公益广告的发展方向上有很大的不同。
As carrier of shouldering social responsibilities,public advertisement influences to an extent people＇s ideology and social values and its development is also inevitably restricted by eastern and western cultures. The culture of western advertisement is extrovertive with great expansion and permeability,while the culture of eastern advertisement is introvertive and pays special attention to country,family and love. On the basis of national conditions,China and western countries have many differences in the development directions of public advertisement.
出处
《广东轻工职业技术学院学报》
2010年第1期78-80,共3页
Journal of Guangdong Industry Polytechnic
关键词
中西方
文化
广告
公益广告
the east and west
culture
advertisement
public advertisement
