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对于法国文化而言,其浪漫与热情是我们所众所周知的。早在十九世纪,巴黎就已然成为了欧洲文化的中心所在,在巴黎诞生了众多的文化思潮和流派。法国的历史文化底蕴与其发达的经济,使得法国的广告业也随之迅速发展,法国作为世界广告大国之一,其每年的广告费用就能够高达百亿元。在戛纳还有着举世闻名的国际广告节。可以这么说,法国的广告业能够带动起世界广告的发展,法国文化对于全国广告都有着很深刻的影响。下面笔者就对法国文化与戛纳广告影片审美取向进行研究。
For French culture, its romance and passion are what we all know. As early as the 19th century, Paris has become the center of European culture, in Paris was born a large number of cultural trends and genres. France’s historical and cultural heritage and its developed economy, making the French advertising industry will also be rapid development of France as one of the world’s advertising big country, its annual advertising costs can be as high as 10 billion yuan. There are also world-renowned International Advertising Festivals in Cannes. It can be said that the French advertising industry can drive the development of world advertising. The French culture has a profound impact on the national advertising. The following author on the French culture and Cannes advertising film aesthetic orientation.