Cultural Imagination In Advertising

In a time when advertising becomes ubiquitous, culture has become an indispensable element deciding the success or failure of an advertisement. Advertising culture can cleverly conceal the commercial nature of advertisement and arouse consumers' sympathy by touching the heart of the consumers. Imagination is also a creative thought pattern. It can reorganize various cultural resources theatrically and accordingly develop the creative nature of advertising. It is of great practical significance to study advertising from the perspective of cultural imagination.The present thesis firstly analyzes the significance, characteristics and types of cultural imagination in advertising. Then it claims that the realization of cultural imagination in advertising is a complicated process, in which different cultural imagination might be made by the disseminators and the receptor of the advertising respectively. In order to achieve the goal of successful cultural imagination in advertising, the impact of the objective factors on the disseminators including the advertiser, the advertising medium and the advertising investigation and the like is elaborated, and the impact of the accumulation of cultural stuff, frequency of imagination training and proficiency of communicative competence is also set forth. Moreover, the impact of the message of the disseminators, the subjective state of the receptors and the communication context on the receptors in cultural advertising is also explained. With this understanding, four typical methods to realize cultural imagination are emphasized: the brand symbol is regarded as the origin of cultural imagination; the direction of cultural imagination is guided by ways of narration; the resource of cultural imagination is provided by context; the effect of cultural imagination is enhanced by techniques of originality. In the end, the authenticity, inheriting, conciseness and participating of cultural imagination in advertising are highlighted so as to offer some possible implications for the advertising creators to practice cultural imagination.