Cultural connotation conveyed by advertising load

What are the contents of advertising culture? Advertising culture belongs to the subculture of commercial culture, including commodity culture and marketing culture. While pursuing commercial purposes, advertisements also play a subtle role in educating people with cultural values and concepts. Successful advertising often has its profound cultural connotation of the times and is a mirror of the progressive culture of the times. So what are the contents of advertising culture? The content of advertising culture: the display advertisement of mass culture itself is a form of mass culture. Advertising must be created under the cultural background of keeping up with fashion in order to win the recognition of consumers. Therefore, advertising is the stage of popular culture. For example, advertisements using celebrity effect and authority effect show the characteristics of contemporary culture. Many businesses often use the influence of celebrities in the eyes of consumers to establish a good image of goods or brands. Procter & Gamble's "Shufujia" soap and "Pan Ting" nutritional shampoo were recommended to consumers by Chinese Medical Association and Swiss Vitamin Institute respectively, which quickly made the products popular. The success of these advertisements is undoubtedly borrowed from the worship of celebrities and the trust in authority of contemporary people. Other performances are: unconventional material pursuit and self-improvement personality display. The content of advertising culture: the collision between regional culture and mixed culture. Advertising also reflects the specific culture of a certain region. Every region has its own culture, including way of thinking, way of life, value orientation and aesthetic consciousness. Many advertisements take this as their creative background, which reflects cultural differences. Such as "Goldlion tie, a man's world" advertisement. "Goldlion", formerly known as Golden Lion, has made some efforts in advertising, but the sales of ties are still not good. It turns out that the readers of "lions" and "losers" in Hong Kong are almost the same, which is contrary to the unique "good intentions" mentality of Guangdong, Hong Kong and Macao people. Since Geely's good name "Goldlion" came into being, advertisements have caused consumers' psychological activities to point selectively, and "Goldlion" has become famous all over the world. Content of advertising culture: Deductive advertisements of advanced culture show people an advanced cultural image. This advanced cultural image always shows people a new world from the perspective of content, and it is a new world that can be obtained through purchase. People in China have the habit of drinking tea and seldom drink coffee, but "Nestle" coffee dared to come in and succeeded in one fell swoop. One of the reasons lies in the phrase "delicious" and its advertising image: drinking "Nestle" coffee can lead to a high-grade and high-grade life. This is the advanced culture brought by Nestle Coffee. This advanced culture uses the "relationship between the picture and the background" to highlight the things to be publicized from a visual perspective, and at the same time, with the help of mass media such as photography and movies, it gives people a feeling of being there, which is often mistaken by consumers for being there.

Negative advertising culture: under the temptation of selling interests, advertising culture is getting worse and worse. First of all, advertising is a kind of consumption information, and only in repeated intensive communication can we establish an identity relationship with the audience. In order to achieve the goal, advertisers will inevitably use all effective means to exaggerate and expand the original content of advertising information, and even use false information to confuse and interfere with the audience's acceptance, use and value judgment of advertising. Secondly, in order to cater to the "taste" of a certain kind of people, advertising communication has to destroy the value connotation of advertising itself and reduce it to a kitsch fashion to lure social values closer to kitsch. With the deepening and development of international division of labor and the strengthening of global economic integration, international commodity circulation is becoming more and more frequent. In order to compete for the world market, countries compete to promote their own products, and one of the important promotion means is to promote the reputation of their own goods and manufacturers to the international market by advertising. In China, due to the continuous development and perfection of the market economy system, the economic activities opening to the outside world are increasing day by day, and the international advertising industry is booming. It not only brings new goods and services to China people, or introduces China's goods to foreign consumers, but also serves as a carrier for spreading culture. Advertising is not only an economic activity, but also a cultural exchange. It is like an invisible hand, affecting people's lifestyle and consumption habits. Advertising culture is a subculture subordinate to commercial culture, including commodity culture and marketing culture. Commodity itself is a kind of cultural carrier, culture spreads through commodity, and commodity proliferates through culture. In China, as early as the Silk Road era, the Silk Road not only brought silk to the western regions, but also spread the ancient oriental culture to the western world with silk as the carrier. The essence of commodity culture is the cultural added value of commodity design, production, packaging, decoration and its development, the dialectical unity of the spirit of the times, national spirit and scientific spirit, and the dialectical unity of commodity use function and commodity aesthetic function. It is the core content of advertising culture. Marketing culture refers to the marketing art and concept based on the premise of cultural concept and the principle of being close to people's psychological needs, spiritual temperament and aesthetic taste. It is a concentrated expression of advertising culture, and commodity culture should be finally realized through the realization of marketing culture. Advertising culture has obvious characteristics of popularity, commerce, nationality and times. Some cultural traditions, beliefs and values greatly affect the psychology and behavior of business operators and consumers, thus affecting the advertising activities of various countries. International advertising is a cross-border and cross-cultural form of commodity marketing, and it faces more than just the problem of language conversion. If we simply translate successful domestic advertisements into the language of the importing country and move out directly, the consequences will often be very bad. Because compared with domestic advertisements, international advertisements have to face differences in language, traditional habits, laws and regulations, education, natural environment, religion and economic situation.

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What are the contents of advertising culture?

What are the contents of advertising culture?

Advertising culture is a subculture subordinate to commercial culture, including commodity culture and marketing culture. While pursuing commercial purposes, advertisements also play a subtle role in educating people with cultural values and concepts. Successful advertising often has its profound cultural connotation of the times and is a mirror of the progressive culture of the times. So what are the contents of advertising culture?

The content of advertising culture: the display of popular culture

Advertising itself is a popular culture. Advertising must be created under the cultural background of keeping up with fashion in order to win the recognition of consumers. Therefore, advertising is the stage of popular culture. For example, advertisements using celebrity effect and authority effect show the characteristics of contemporary culture. Many businesses often use the influence of celebrities in the eyes of consumers to establish a good image of goods or brands. Procter & Gamble's "Shufujia" soap and "Pan Ting" nutritional shampoo were recommended to consumers by Chinese Medical Association and Swiss Vitamin Institute respectively, which quickly made the products popular. The success of these advertisements is undoubtedly borrowed from the worship of celebrities and the trust in authority of contemporary people. Other performances are: unconventional material pursuit and self-improvement personality display.

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The content of advertising culture: the collision between regional culture and mixed culture

Advertising also reflects the specific culture of a certain region. Every region has its own culture, including way of thinking, way of life, value orientation and aesthetic consciousness. Many advertisements take this as their creative background, which reflects cultural differences. Such as "Goldlion tie, a man's world" advertisement. "Goldlion", formerly known as Golden Lion, has made some efforts in advertising, but the sales of ties are still not good. It turns out that the readers of "lions" and "losers" in Hong Kong are almost the same, which is contrary to the unique "good intentions" mentality of Guangdong, Hong Kong and Macao people. Since Geely's good name "Goldlion" came into being, advertisements have caused consumers' psychological activities to point selectively, and "Goldlion" has become famous all over the world.

page 2

The content of advertising culture: the deduction of advanced culture

Advertising shows people an advanced cultural image. This advanced cultural image always shows people a new world from the perspective of content, and it is a new world that can be obtained through purchase. People in China have the habit of drinking tea and seldom drink coffee, but "Nestle" coffee dared to come in and succeeded in one fell swoop. One of the reasons lies in the phrase "delicious" and its advertising image: drinking "Nestle" coffee can lead to a high-grade and high-grade life. This is the advanced culture brought by Nestle Coffee. This advanced culture uses the "relationship between the picture and the background" to highlight the things to be publicized from a visual perspective, and at the same time, with the help of mass media such as photography and movies, it gives people a feeling of being there, which is often mistaken by consumers for being there.