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在信息时代发展的过程中,广告作为一种较为独特的信息传播形式,也有着较久远的历史。社会生产力和文化相互结合促使了广告文化形成和发展,不同地区的经济水平、地域环境、民族传统、风俗习惯、宗教信仰的多元化赋予广告文化新的内涵,从特征和表现形式上呈现出显著的多元性。文章从当代广告符号元素背后蕴含的文化入手,呈现多元化特征,着重论述了广告文化多元性的表现形式,即时空多元性及性质多元性,旨在为当代广告人应对广告文化多元性提供应对策略和有益的指导。
In the development of information age, advertising as a more unique form of information dissemination also has a long history. The combination of social productive forces and culture led to the formation and development of advertising culture. The diversification of the economic level, geographical environment, ethnic traditions, customs and religious beliefs in different regions gave the advertising culture a new connotation, showing distinctive features and manifestations The diversity. The article begins with the culture behind the elements of contemporary advertising signs and presents diversified features. The article focuses on the forms of advertising cultural pluralism, namely, the diversity of time and space and the nature of diversity, aiming to provide a solution to the contemporary advertising culture in response to the diversity of advertising culture Strategy and helpful guidance.