Imagine. "international Advertising" With The Picture Of The Advertising Culture

As a kind of business civilization, advertising interact with the social culture system in an unique way, and it has formed its own culture system. Being a professional publication, International Advertising is running under the guidance of certain conception. The philosophy of magazine exactly effects the way how it describes the advertising industry in reality. "Cultural imagination is based on the history of mankind's practical culture resources. It is asort of possibility structured through the choice and combination of these resources......theresult of culture imagination is in essence a kind of culture."Columns and articles are two important way for the International Advertising to imagine the culture of Chinese advertising. Each section of the magazine constitutes an important element of the picture in its imagination. If we regard the International Advertising as a text of Chinese advertising culture, content analysis is thus an important way to interpret the text.The article includes two aspects. The first aspect is to analyse the five section of magazine, which are "market", "marketing", "creativity", "media" and "brand". Following these five perspectives to interpret how the International Advertising is trying to build a professional advertising recognition in his own logic. On the other hand, discover the outline of Chinese advertisement culture in International Advertising's imagination from its columns and articles. As to the other four major section, "special topic", "Advertising Research", "ad people" and "communication", the article attempts to search the imagination and interpretation of International Advertising toward Chinese advertisement in a different point of view. In order to have a full view of International Advertising's opinion about Chinese advertisement, this thesis choose two historical phases entry into the WTO and crossing the Millennium respectively, as a breakthrough point for a further study . The cover story presented in this special period of time is still a critical factor to observe International Advertising itself and the development of Chinese advertisement culture. At the same time, advertising as a cultural concern is also specified in this stage of the International Advertising. We will look into the way this magazine annotate advertisement within the meaning of culture through the relevant section and content, which consists an important part of International Advertising's vision about Chinese advertisement.