广告创意是一种艺术性的构思行为,广告创意与文化紧密相连,不可分割。当然,中西方文化有所不同。造成的结果是广告人的在价值观上,逻辑思维方式以及创意都是不同的,因此,在广告创意中要充分考虑中西文化差异,充分考虑在不同文化背景下受众对同一个信息的不同感受。 Advertising is an artistic concept of creative behavior, creative advertising and culture are closely linked, indivisible. Of course, Chinese and Western cultures are different. The result is that advertisers have different logical thinking methods and ideas in terms of values. Therefore, we must fully consider the cultural differences between China and the West in ad creative and give full consideration to the different audiences’ perceptions of the same information in different cultural backgrounds.