作为社会环境的组成部分,文化无疑是对广告传播产生影响的重要因素,它同时也影响到作为广告信息传播的主要载体——图像。本文通过挖掘当代文化的深层次内涵、受众的审美要求以及图像自身的变化,结合数字技术发展状况,对网络广告中的图像在文化全球化背景下的生成成因进行了初步探讨。 As an integral part of the social environment, culture is undoubtedly an important factor influencing the communication of advertisements. It also affects the image as the main carrier of advertisement information dissemination. This paper explores the causes of the formation of images in online advertising under the background of cultural globalization through mining the deep connotation of contemporary culture, the aesthetic requirements of audiences and the changes of images themselves, combined with the development of digital technology.