全球化为各地文化带来了挑战与机遇,良好地利用这一趋势,则能够实现本土广告文化价值的提升,本文试图以台湾广告为例,探讨台湾广告文化价值从广告意识内涵到外在表现形式的自我超越与提升所体现出的特点,从而对当代广告应对新的时代形势做以相应的启发。 Globalization has brought challenges and opportunities to local cultures. To make good use of this trend, it can improve the value of local advertising culture. This article attempts to use Taiwan advertising as an example to explore the value of advertising culture in Taiwan from the connotation of advertising consciousness to external performance. Forms of self-transcendence and enhancement of the characteristics reflected, and thus to the contemporary advertising to respond to the new era of the situation to do a corresponding inspiration.