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Stimulus Diffusion and Imaginative Creation: The Influence of Culture and Technology on the Development of Advertising in Asia
YANG Xiaohong, CUI Wenting, LONG Zhenping
Chinese Journal of Journalism & Communication ›› 2023, Vol. 45 ›› Issue (11) : 127-143.
PDF(1654 KB)
PDF(1654 KB)
Stimulus Diffusion and Imaginative Creation: The Influence of Culture and Technology on the Development of Advertising in Asia
Based on the “Asian phenomenon”, this paper makes an overall observation of Asian advertisements and analyzes all the Asian advertisements awarded in CLIFC of Cannes International Creative Festival from 2010 to 2019. It holds that Asian advertisements show the combined effect of Asian cultural factors and science and technology in strategy and creativity. On the one hand, Asian advertisements are saturated with cultural meanings. Cultural concepts and ways have influenced the creation and expression of Asian advertisements. On the other hand, with the improvement of the level of science and technology in Asia, More and more scientific and technological elements and technical characteristics are reflected in the advertising methods and effects. With the increasing involvement of science and technology in Asian advertising, the interaction between culture and science and technology will further promote the explosive dissemination and imaginative creation of Asian advertising and jointly promote the development of Asian advertising.
Asian advertising / cultural factors / technological power / stimulus diffusion / imaginative creation
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