摘  要:在我们生活的这个商业社会中，广告充斥着每个角落，我们每天接触大量的广告，这些广告有的平庸无奇，有的却表现独特、新意恰人，从而给人们留下深刻印象。广告怎样才能吸引消费者，成为广告创作中一个重要的问题。而创意是广告的灵魂，只有新奇特的创意，才能让广告有好的诉求效果。广告是一种商业行为,也是一种文化行为。任何一则成功的广告创意中都蕴含着与其所要推销的商品相适应的某种文化诉求。在广告创意中采取怎样的文化策略,决定着广告创意的成功与否。一般说来,广告创意中的文化策略主要基于文化定位、文化心理、文化情感诉求、文化观念及文化附加策略。

关键词：文化策略   广告   创意

Abstract:We live in a commercial society, advertising is full of each corner, every day we encounter plenty of advertisements, some of these ads are mediocre, some are unique, innovative just person, which left a deep impression. How to attract the consumer advertising advertising creative, become an important problem in. And creativity is the soul of advertising, only strange new ideas, to make the ads are good demand effect. Advertisement is a commercial activity, is also a kind of cultural behavior. A successful advertisement creativity contains and want to sell goods to a cultural demands. In the advertisement creativity take what kind of culture strategy, deciding the success of advertising creativity. Generally speaking, the advertisement creativity culture strategy based mainly on cultural orientation, cultural psychology, cultural and emotional appeal, cultural concepts and cultural accessional strategy.

Key Words：Culture strategy  Advertising  Originality