The Research On Advertising Communication Strategy From The Perspective Of Cultural Identity Theory

As a practical art discipline,advertising is closely related to sociology,anthropology,communication,reception aesthetics and other disciplines.In today's globalization,cultural identity has become a hot topic.Therefore,to explore the cultural code in advertising is gradually becoming an important content of advertising research.However,most scholars at home and abroad still study advertising communication mainly based on marketing theory,and seldom discuss advertising communication strategy from the perspective of culture,especially cultural identity.This paper attempts to analyze the culture in advertisement,study the value and application of cultural identity in advertisement communication strategy,and put forward the relevant countermeasures of using cultural creative advertisement.This paper consists of five chapters.The first chapter,introduction,analyzes the relationship between cultural identity and advertising communication strategy,explains the theoretical basis of this paper-cultural identity theory,discusses the research background and significance,and explains the necessity of this research.The second chapter combs the evolution of advertising communication strategy.Advertising is divided into political advertising,public service advertising and commercial advertising.Commercial advertising mainly summarizes its development process from the perspective of marketing.Political advertising and public service advertising discuss the different changes brought by the development of media channels to advertising communication strategies from the perspective of communication,and lead to the significance and value of cultural identity to advertising communication.In the third chapter,from the aspects of advertisers,audiences,channels and contents,it discusses how to combine the advertising communication strategy with cultural identity to carry out communication planning,so as to achieve the purpose of advertising communication.In view of the core of cultural identity is the audience's acceptance of the culture spread by advertising,only acceptance can identify,so the fourth chapter mainly discusses the acceptance of advertising cultural identity.Firstly,it expounds the theory of "Horizon of expectation" in reception aesthetics,and explains the relationship between cultural identity and "Horizon of expectation".Through successful cases,this paper analyzes how to construct the cultural background,character image and cultural text in line with the audience's expectations,so as to meet the audience's acceptance expectations and better accept the cultural content of advertising.In fact,both cultural identity and communication effect are closely related to the creative level of advertising.Therefore,from the perspective of communication and reception aesthetics,the last chapter puts forward the creative strategies of advertising communication from the perspective of cultural identity,and discusses how to optimize advertising communication strategies with cultural identity to achieve better communication effect.