Advertising Creativity In The Application Of National Cultural Policy

Today's society, advertising is not only a purely economic behavior, but also a phenomenon of cultural transmission. People's consumption of content has changed from "physical" level elevated to "spiritual" level, advertising creative no longer a simple product promotion, Huan must be integrated into Wenhuaneihan, You Qi Dong Minorities of, Yi Qiu Xiaofei Zhe spiritually moved, in order to play its significant business impact. As an ancient country with five thousand years of history, its culture and creative heritage of the advertisement will be subject to the influence of Chinese culture and constraints. Chinese culture is creative is the most profound source of ideas, profound, long history, it dominated people's consumption concept, consumption, consumer culture, influence people's understanding of social and life and values. To achieve the effect of advertising appeals, must respect the consumer psychology, and thus respect for their culture, culture and products will be in the ad, brand and corporate culture, combined to win the consumer's identity and generate consumer behavior. The article first introduces the concept of advertising creativity and culture and characteristics, and further analysis of the dialectical relationship between the two. Then the core values of the cultural content of presentation to the advertising creative use of cultural significance in the analysis and countermeasures. Includes six aspects:advertising creative to bring in the use of cultural characteristics, and insight into consumer psychology, and enhance national awareness, deepen national sentiment, the development of national psychology and national style. Then focus on five aspects of language, text, graphics, colors, emotions and feelings to the Chinese culture in detail the specific use of creative advertising, and in the article concludes with a creative advertising major in the culture of social responsibility by shouldering. Through research and analysis, reveals the cultural strategy in advertising creative application of the substance and methods, with some reference value and practical significance.