去年和今年两届戛纳国际广告节上,中国选送的广告作品纷纷落马。作为中国的广告工作者,无不心情沉重。国门之外,两次受挫,原因何在?有人说是东西方文化的差异,是西方人不懂中国的传统文化。在某种程度上,这些说法不能说没有道理,但并不是本质的原因。广告既是市场经济的产物,又是一门文化艺术,这两个属性决定,广告是没有国界的。笔者联想到这样的事情:今年3月,中国京剧院赴荷兰演出,在荷 Last year and this year, two Cannes International Advertising Festival, China sent advertising works have fallen. As China’s advertising workers, all are in a heavy mood. What are the reasons for the two setbacks outside the country? Some people say that the difference between East and West cultures is that Westerners do not understand Chinese traditional culture. To a certain extent, these statements can not be described as unreasonable, but not essential. Advertising is not only a product of the market economy, but also a cultural art. These two attributes determine that advertisements have no boundaries. The author is reminded of such a thing: In March this year, the Peking Opera Theater went to the Netherlands to perform in the Netherlands