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市场经济繁荣,商品竞争激烈,使广告活动趋向多元化。对外贸易的发展,使中国商品走出国门投入国际竞争大行列。而占世界人口五分之一的中国和占世界人口四分之一的华语市场,是世界瞩目的大市场,在国际商业竞争,广告活动中地位是举足轻重、不容忽视。“广告国际化”中“国际主题本土制作”的民族文化导向是当前海内外广告界的共识。为了促进中国广告业进一步发展,提高广告致效水准,使广告有效地为市场营销、企生文化,企业形象、中外文化交流服务。西安市广告协会、陕西电视台、《中国广告》杂志社、西安邦达广告有限公司于10月13日至18日在西安联合举办“’94中华民族文化与广告国际研讨会”。会上海内外广告专家、学者就中华民族文化实质与广告传播;中国受众接受心理分析等方面问题进行专题讲演和交流,同时通过分组讨论,海内外代表一起,直接畅述、探讨、交流、沟通。进一步加强对中华民族文化的实质与内涵,中外文化比较,中华民族受众接受心理等方面理解与把握,以提高我国广告策划创意制作水准,使广告更有成效。本期与下一期选刊部份专题讲演和大会发言的材料,以飨读者。
The booming market economy and fierce competition in commodities have led to a diversification of advertising activities. The development of foreign trade has enabled Chinese commodities to go out of the country to invest in international competition. The Chinese market, which accounts for one-fifth of the world’s population and the Chinese market, which accounts for one-fourth of the world’s population, is a large market that attracts worldwide attention. It plays an important role in international commercial competition and advertising campaigns and cannot be ignored. The “nationalization of international theme” and “national theme local production” are the consensus of the advertising industry at home and abroad. In order to promote the further development of China’s advertising industry and improve the effectiveness of advertising, the advertisement effectively serves marketing, enterprise culture, corporate image, and Chinese-foreign cultural exchanges. Xi’an Advertising Association, Shaanxi TV Station, “China Advertising” Magazine, and Xi’an Bangda Advertising Co., Ltd. jointly organized the “”94 International Seminar on Chinese Culture and Advertising“ in Xi’an from October 13th to 18th.” The experts and scholars inside and outside Shanghai conducted special lectures and exchanges on Chinese cultural essence and advertising dissemination; Chinese audiences received psychological analysis and other issues. At the same time, through group discussion, representatives from home and abroad directly described, discussed, communicated and communicated. Further strengthen the essence and connotation of the Chinese national culture. Comparing the Chinese and foreign cultures, the audience of the Chinese nation accepts the understanding and grasp of psychology and other aspects in order to improve China’s advertising planning creative production standards and make advertising more effective. The materials for the special lectures and the speeches of the current issue and the next issue of the selected edition are for readers.