广告文化传播的隐性要素在实施中须注意的问题

广告文化的传播要素有两类:一类是基本要素又称为显性要素,它通过信源、信息、媒体信道、对象和反馈,扩大广告文化的氛围,强化广告的信息传播。另一类是隐性要素,它通过情感因素、心理因素、时空因素、文化背景、权威意识进一步拓宽广告文化的功能。广告显性要素的传播主要是受经济发展等客观因素的影响。而广告的隐性要素则更广泛地受到经济全球化以及各国经济环境、风俗习惯、民族心理、思维方式和价值观念等文化因素影响,导致世界各国广告隐性要素既有共性也有个性。本文就广告隐性要素在共性与个性使用中须注意的问题加以探讨,使广告隐性要素得以恰当的实施,使广告文化的传播达到有效的结果。

Questions Existed in the Implementation of Recessive Elements of Advertisement Cultural Transmission

Transmission elements of advertisement culture have two kinds:One is the basic element namely dominant element,it can expand atmosphere of advertisement culture,strengthen comprehensive function of advertisement through source,information,media channel,object and feedback;another is the recessive element,it further opens up the function of advertisement culture through emotional factor,psychological factor,the space and time factor,cultural background,authority consciousness.The advertisement's dominant element is mainly affected by objective factors such as economical development and so on,but the advertisement's recessive element is affected by economical globalization and different cultural backgrounds such as economical environment,custom,national psychology,thinking mode and value of various countries,there are the general character and individuality in the advertisement's recessive element.The questions which must pay attention in the using of advertisement's recessive element were discussed,which enable the advertisement's recessive element appropriate implementation,enable the transmission of advertisement culture to achieve the effective result.