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从电视广告创意看大陆、香港两地文化观念的差异
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提要
电视广告的表意过程和行为就是一项文化实践活动。广告把人们从现实生活中带出来，带入到一个图像的世界，又将图像的世界带入生活。在这样的实践循环活动中，文化被广告图像符号表征（representation），广告图像符号也是文化的表现形式。本文将通过对香港大陆、文化-意识形态的差异以及对广告创意的影响的分析，揭示差异生成的原因。
关键词：广告创意 意识形态 文化差异
As a type of cultural practices, the signification of TV advertisement circulates meanings between imagination and everyday life. Advertisement has become a kind of cultural representation. This paper attempts to discover the differences of culture-ideology between Chinese mainland and Hong Kong, their influences on conception of advertisement, and to make clear the causes of the differences. Key Words: conception of advertisement; ideology; cultural differences
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教育论文中心