The Cultural Added Value Of Advertising

Advertising has an inextricable link with culture from the date of its birth. Advertising is a culture, and at the same time it is also a culture carrier. With the development of society, when the cultural value of product is increasingly meaning, advertising obviously becomes the most powerful means in building the cultural added value of product.The cultural added value of advertising refers to the part of the value which achieved in advertising, produced by culture, and beyond the material value of the product itself. Advertising on the search for its cultural added value has its unique background, and at the same time has great influence on the operation of enterprises and the development of society. But the achievement of the added value is a complex process, requiring a series of procedures, such as advertising works creating, advertising media issuing, advertising audience interpreting, and influenced by many factors. Although many books have mentioned the concept of cultural added value of advertising, but there is little research on it in china. On the basis of the theoretical research in advertising, marketing science, communications, culture, sociology and psychology, the paper defined the concept of the cultural added value of advertising and analyze its background, relevance and process.And the paper also noted the problems which shoud be attentioned in the pursuit of cultural added value of advertising. I hope it can have some meaning for the the development of our national enterprises.