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来源:  日期:1970-01-01

墙体广告是商品促销的重要手段,具有鲜明的功利特征和强大的经济功能。墙体广告也是一种社会文化现象,是社会文化的组成部分,因而也具有文化的特征和功能。
Wall advertising is an important means of commodity promotion, with distinctive utilitarian features and powerful economic functions. Wall advertising is also a social and cultural phenomenon, a part of social culture, and therefore has cultural characteristics and functions.
我们在利用墙体广告经济功能的同时,还应当把广告纳入社会文化的系统中加以考察,充分认识商业广告的文化功能及其所担负的文化责任,以便更好地利用它,使之在社会精神文明建设中也能发挥积极的作用。
When we use the wall advertising economic function at the same time, should also be put into advertising to study system of social culture, fully understand the cultural function of the cultural responsibility of advertisement and responsibility, in order to make better use of it, which can also play a positive role in the social construction of spiritual civilization.
我们可以看到,现代墙体广告不仅介绍各种商品和各类服务项目,说明广告商品的特点、功能、作用,向消费者作出利益的承诺,而且传播各墙体广告种文化意识,展示纷纭的文化景观,介绍发达国家的时尚,说明广告商品与文化的关系。
We can see that modern wall advertising not only introduces all kinds of commodities and services project, that advertising product features, functions, benefits, make commitments to consumers, and the dissemination of culture wall advertising awareness, showing diverse cultural landscape, the developed countries are that relationship between advertising and culture goods.
这些内容为广告商品增加了文化附加值,增添了文化吸引力,墙体广告因此成为一种社会文化现象,呈现出商业功利和社会文化双重色彩,具有了经济和文化两方面的功能,不再是简单的卖什么就吆喝什么的促销工具。
The content of advertising goods to increase the cultural added value, add to the cultural attraction, wall advertising has therefore become a social and cultural phenomenon, showing a dual color commercial utility and social culture, has two economic and cultural functions, is no longer a simple sell what call what promotional tools.
广告文化既代表一定的物质文化、行为文化,又属于观念文化、精神文化。在商品无差异、同质化造成市场竞争异常激烈的今天,广告文化的影响力往往大于广告商品自身的竞争力。
Advertising culture not only represents a certain material culture and behavior culture, but also belongs to concept culture and spiritual culture. Today, there is no difference and homogenization of goods, resulting in fierce competition in the market today, the influence of advertising culture is often greater than the competitiveness of advertising products themselves.
如果受众认同了广告文化,那么也就可能会接受广告商品或服务,成为商品的消费者、服务的利用者。
If the audience agrees with the advertising culture, then it may accept advertising, goods or services to become consumers of goods and services.
广告中的文化内容,特别是其中的价值观念
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