【摘要】 商业广告通常是出于某种特定的营销目的、针对特定的销售人群、以媒体为基本载体和宣传工具所进行信息的有效传播。文化价值理念作为商业广告设计与策划过程的重要影响因素,其作用不可估量。商业广告需要从其所涵盖的文化价值理念出发,重视传统文化的融合,在设计中,充分考虑到文化移情的重要作用,推动多维度文化设计理念在商业广告中的应用,以最终实现商业广告自身的经济效益与社会效益。更多还原

【Abstract】 Commercial advertisement is usually for some specific marketing purposes, for a specific sales people, by the media as the basic carrier and a propaganda tool of effective dissemination of information. The concept of cultural value plays an essential role as a commercial advertising design and the important influence factors in the process of planning. Commercial advertisement needs to be based on the cultural values that it attaches, to emphasize on the integration of traditional culture, to fully consider the important role of cultural empathy in the design, to promote the application of dimensional culture design concept in the commercial advertising, and to achieve economic and social benefits of commercial advertising their own at last.更多还原