戛纳,曾经遥远的戛纳。这种遥远的感觉,不仅来自于物理距离,更来自于心理距离。创意构成了以4A为代表的国际广告业的核心价值体系,而戛纳俨然成为这种广告核心价值体系话语权的狂欢化体现。曾几何时,人们怀着疑似朝拜的心态走向戛纳。现在,在全球化的背景下,随着国际交往的频繁 Cannes, once distant Cannes. This distant feeling, not only from the physical distance, but also from the psychological distance. Creativity constitutes the core value system of international advertising represented by 4A, and Cannes has become a carnival manifestation of the right to speak of such an advertising core value system. Once upon a time, people with a suspicious attitude toward Cannes. Now, in the context of globalization, with the frequent international exchanges