毋庸置疑,创意担负着传播中国广告文化的使命,从很大程度上说,今天的中国消费者消费的是文化。从某种意义上讲,中国的广告文化是在欧美文化在中国的长驱直入与中国文化的流失这样的双重挤压之下诞生的新型文化,创意则是这种文化的承载者和代言人。广告文化的概念从本质上说就是 Needless to say, creativity is charged with the mission of spreading China’s advertising culture. To a large extent, Chinese consumers today consume culture. In a sense, China’s advertising culture is a new culture born under the dual squeeze of European and American cultures such as China’s long-term drive and the loss of Chinese culture, while creativity is the carrier and endorsement of this culture. The concept of advertising culture is essentially that