The Origin,Motivation and Correction of the Chinese Culture Communication Orientation of National Image Advertisement
National image advertisement is an important means of national public relations,which can quickly improve the national image and enhance the effect of national public diplomacy.With the acceleration of globalization,the competition among countries in the world has changed from the original hard power competition to the cultural soft power competition.Therefore,the attention to national image not only focuses on culture,but also introduces the cognition of brand into the inno-vative thinking of national image,and attaches importance to the shaping and communication of national image with advertise-ment as the carrier.This constitutes the origin of the national image advertisement culture transmission.The value proposition followed by the development and dissemination of Chinese culture itself,as well as the high consciousness of the Party and the state to support the development and prosperity of culture,constitute the dynamic support for the cultural communication orientation of national image advertising.It is the practical purpose of the cultural communication of national image advertise-ment to display"cultural China"with specific advertisements,adjust the form,content and narrative skills of advertisements according to the changing environment,and finally make up for and stitch up the cultural fracture caused by the national im-age advertisements in the past.
China's national image advertisementChinese culturecultural communicationinternational communication
万方数据
维普
