Abstract: The creativity of modern advertising language is deeply influenced by social culture. Social culture affects the creativity of advertising language from four aspects: philosophical concept, thinking mode, moral concept and life concept. This paper carefully analyzes the influence examples and mechanism of these four cultural factors, and puts forward relevant suggestions in order to benefit the creativity of advertising language in China.

Keywords: social and cultural advertising creativity

The modern world is a world of information. In the commodity society with increasingly industrialized information, advertising, a new industry called "smokeless industry", has quietly emerged. "The air we breathe consists of oxygen, nitrogen and advertisements." Glen said. There is no doubt that we are in a world of advertising. As a way to spread information, advertising has become an indispensable part of people's lives. Language is the language of a nation, and advertising exists in a certain society. People who use language in advertisements and people who accept advertisements are all social, cultural and customary people. Therefore, the philosophy, thinking mode, cultural psychology, moral concept, life concept, customs, social system and even political beliefs of a national society will inevitably have an effect on advertising language, and the advertising language of any society will bear the cultural traces of that society. Below we will analyze the relationship between advertising language creativity and cultural social psychology.

First, the impact of philosophical concepts on advertising creativity

Every nation and society has its own unique understanding and expression of the world and its own philosophical concept. Philosophical thoughts have a tortuous and profound influence on the structure and use of related languages.

(A) the philosophical concept of harmony between man and nature on the creative advertising language

The unity of man and nature is a basic philosophical concept in China traditional culture. In some advertisements in China, we can see the influence of the concept of harmony between man and nature on language expression and acceptance. For example:

"Rainbow in the sky, Changhong on earth" (Changhong TV)

Through the comparison and metaphor between the rainbow in the sky and the rainbow on the earth, the sky and the earth, the rainbow and Changhong are exchanged and transformed with each other, giving people a feeling that heaven and earth are integrated and the rainbow is Changhong. Another example is the life insurance advertisement of the People's Insurance Company of China, which ends with "unexpected events happen in the sky, and people are doomed". Here, some of them may not be intentional, but are natural expressions of the concept of harmony between man and nature deeply rooted in national culture, but from the audience's point of view, they can all arouse the unique feelings and * * * voices of China people. Let's take a look at the following example:

Raise a glass and get drunk, China Guizhou wine (Guizhou wine advertisement)

Harmony between heaven and earth, Gu Jing tribute. (Gu Jing Winery Advertisement)

When the sun rises, our love will never change! (Sun God advertisement)

Night is like a poem, clothes are like a dream. (Huageer clothing advertisement)

Everything is ready except the east wind. (Dongfeng brand car advertisement)

The spring breeze gently kissed your face. (Cosmetic advertisement)

(B) Pay attention to the group and despise the influence of individual philosophy on the creativity of advertising language.

Emphasizing the group and neglecting the individual is another important feature of China's philosophy. The influence of this concept on advertising creativity is manifested in the following two aspects:

1. Pay attention to the creativity of advertising language since childhood.

The concept of emphasizing the group and belittling the individual is reflected in the language, that is, from big to small. This is a very prominent feature of Chinese sentence arrangement order. When several concepts and meanings are arranged one after another, the big ones and the group ones always come first, and the small ones and the individual ones come last. The address written on the envelope is a typical arrangement from large to small. The same is true of the arrangement order and time representation of surnames and first names. This is just the opposite of the expression order in western languages.

For advertising language, first of all, it is required to be clear and eye-catching, that is to say, personality, personality and characteristics must be highlighted. Obviously, the arrangement pattern of Chinese from big to small is not conducive to the expression of advertising language. This arrangement mode has brought a lot of harm to advertising expression, and advertisements often fall into this mode unconsciously, which leads to great neglect of highlighting and emphasizing the main information of the advertised goods or enterprises such as individuals, personalities and characteristics. For example, there are two types of opening words in China's advertisements, one is "XX brand produced by XX factory ..." and the other is "XX factory ...", both of which inadvertently belittle the trademark or enterprise name. "China is the city of China and China is the porcelain capital." The first sentence is still growing up, and the second sentence has grown up. The advertising slogan of Weifang Computer Company is "Huaguang is in Weifang!" The structure is the same as the latter. The effect of "Huayi in the porcelain capital" and "Huaguang in Weifang" is obviously better than that of "Huayi in the porcelain capital" and "Huaguang in Weifang".

2. Advertising creativity lacks innovation.

Besides growing up, there are still many problems in China's advertising language, such as blind imitation, sameness, no innovation and no individuality. It seems that this can also be attributed to the traditional thought of pursuing group consistency and opposing individual particularity in national culture. Although innovation is the key to the successful use of advertising language, it can even be said that innovation is the life of advertising. However, under the influence of traditional ideas, people generally lack the consciousness and habit of innovation and novelty, and also lack the quality and ability of innovation and novelty. As advertising workers, we must recognize the importance of innovation and regard it as a strategic position that determines the life and death of advertising. "If you stand and everyone around you is dancing, you will be noticed." This popular saying in advertising reveals that advertising creation must be novel and original. Creativity is the most taboo of Mr. Lu Xun's famous saying, "There is no road in the world, and more people walk, and it becomes a road." Creative people should not follow others' ass to learn to walk. Whoever does that will naturally be laughed at by his peers. Creativity is the life and soul of advertising, and only creative advertising has aura. It breaks the original state and adds luster and attraction, so it can make people stop and even be dumbfounded. Therefore, advertising language must bid farewell to the pure advertising rhetoric of thousands of people and a series of cliches, and create advertising copy that can give people a unique impression through creative expression. For example:

The clerk in our shop is very gentle to others, just like marrying a daughter to her father. (An advertisement for a department store in Germany)

This is a menswear shop in Germany. Mantang design is full of male masculinity, but the boss is very dissatisfied: there seems to be a cold atmosphere, which makes some elegant men flinch and it is difficult to generate the desire to buy. The boss quickly called all the shop assistants to discuss the biggest topic urgently: how to write an advertisement that interests men at the door of the store? "What are men most interested in?" The boss asked everyone. There are those who answer money, have the right to answer, and have the strength to answer. Suddenly, a shop assistant clapped his hands and laughed, "You are all wrong. For a man, his greatest interest is in women! " A shocking word, the boss shouted OK! So the store door was slightly decorated, some attractive portraits of women were posted, and the advertisement describing the service attitude with "marry a woman" was mentioned, which made many passing men stop and fantasize for a while, and then stepped into this well-publicized men's specialty store.

If the advertising ideas simply and mechanically imitate other excellent advertising ideas, rather than being unique and finding another way, such advertisements will generally not succeed. Of course, consciously imitating the excellent ideas of predecessors is a creative skill commonly used by junior advertising designers. This kind of conscious imitation, if used skillfully and timely, will often get twice the result with half the effort. However, if imitation is not creative, it will not always be innovative, and sometimes it will even make the audience feel bored and contradictory, and will eventually be spurned by the audience. Oscar Wilde, an English playwright, once said: The first person who uses flowers to describe beauty is a genius, the second is a mediocrity, and if the third person still uses flowers, he is a fool. Compared with Europe, America, Hong Kong and Taiwan, advertising in China started late, and there is a big gap in both production level and creativity. In this case, it is a good idea to absorb some techniques of excellent foreign advertisements.

However, imitation alone is not creative, which makes some domestic advertisements not only similar, but also similar to some foreign advertisements. Xiamen once launched an advertisement for mineral water, with the slogan "Take it orally and be convinced". In fact, this is an advertisement for a mineral water store in Taiwan Province Province, which has appeared for a long time. There is a kind of chocolate candy, and its advertisement says: "It only dissolves in the mouth, but not in the hands." This is an advertisement for American chocolate candy, which is quite famous; Typewriter advertisements often see: "Defeat the enemy without fighting". If you watch it too much, it will have no characteristics. Therefore, in order to create distinctive advertising ideas, we must avoid imitation, and proceed from the characteristics of our country, nation, country and place to make advertisements truly popular with the public.

Second, the influence of thinking mode on advertising creativity

A nation's way of thinking and characteristics of thinking are deeply related to its language. Thinking patterns and characteristics will naturally have an inevitable impact on the use and acceptance of advertising language.

(A) the impact of visual thinking on advertising creativity

Symbolism is the common thinking feature of China and other oriental nationalities. China people are good at thinking in images and like concrete, vivid and intuitive language. In advertising language, this feature is more obvious for the sake of brevity. China's advertising language is mostly colloquial and straightforward, with little need for reasoning, analysis and induction. Try to analyze the following advertisements.

The Spanish tourist advertisement "1492 Spain discovered America, 1978 you will discover Spain" may be common and natural for westerners, but it will be somewhat puzzling for China people to read. With the arrival of American advertisements in China, the "delicacy" of Nestle coffee is more in line with China people's language habits than the "irresistible feeling" of Coca-Cola, because the former is concrete and the latter is abstract.

Words and graphics (graphics composed of words or the combination of words and objects and their graphics) are widely used in advertisements and trademarks in China, which also directly stems from the characteristics of visual thinking. Interestingly, there are similar techniques in Japanese advertisements coming to China, which show some similarities between Japanese culture and China culture. At the same time, it can be seen that Japanese people have an accurate grasp of the traditional thinking characteristics of China, which is beyond the reach of western advertisements coming to China at present.

Advertisements combining words, pictures and forms often appear in domestic newspapers and magazines, among which there are many excellent works. But there are also many advertisements that are not satisfactory. This is what the print advertisement of the drug "Smecta" does. The picture shows China football players being shown a red card by the referee and staring blankly on the football field. In the lower right corner is a bottle of antidiarrheal medicine-"Smecta" and related advertising copy. As we all know, the "root cause" of China football is not that the international players are physically exhausted on the field, but that their skills are not as good as others. "Smecta" actually gave the national football team a "hard diagnosis" for diarrhea. And solemnly pointed out: "On the surface, it seems that diarrhea will stop. In fact, the invisible damage continues in the stomach. Diarrhea damages the stomach and leaves hidden dangers for health. " Smecta made it clear: "Stop diarrhea in an all-round way and repair the stomach!" Feet and stomach are two different things. It is a great invention of China advertisers to tie Smecta and China football together. The advertisement is obviously reminiscent of an international player who came back from the World Cup with a big duck egg on his back, which also relates to whether the symptoms of football in China are smelly feet or diarrhea. It is understandable that advertisements use high-profile events to attract audiences, but they must be used properly and have a natural connection with the products to be launched, so that such advertisements are convincing. Print advertisements, whether pictures or words, are the most taboo. Why does the advertisement of "one hammer in the east and one stick in the west" work? Especially in drug advertisements, the demands should be more clear. If people with foot odor really take medicine to stop diarrhea, they won't get into big trouble.

Numbers in Chinese advertisements are often represented by Chinese characters, rather than Arabic numerals. Although this is not conducive to saving space, it is more concrete and intuitive for China people and more in line with their original language habits. For example, the word order of "20%" and "150" is the same as that of spoken language, while the representation methods of "20%" and "150" are somewhat abstract, and it needs a program of adjustment, addition and deletion to convert them into spoken language. For example:

100% good cow, 100% good milk, bright milk. (Bright Milk Advertisement)

(B) the impact of fuzzy thinking on advertising creativity

One of the characteristics of the thinking mode of the Han nationality is fuzziness and understanding. Chinese characters embody this feature in structure and expression. The so-called "between the lines", "between the lines" and "can only be understood, but not expressed" are all special experiences of China people in language and writing. Although the advertising language needs to be concise and eye-catching, under the premise of not violating the normal language and writing norms, proper fuzziness and understanding can make the advertising language imaginative and memorable, greatly enhance the artistic effect of advertising, and is worth popularizing.

We appreciate the following advertisements:

Clear and cool (Sprite soda)

Excellent advertising can not only convey a lot of information about the value of goods, but also be vivid and intuitive. Language itself is important information, and this Sprite soda advertisement has such characteristics. "Crystal clear, cool and penetrating the heart" not only affirms the purity and cleanliness of Sprite soda water, but also gives people a sense of visual coolness, which makes people feel a temperature opposite to heat from advertisements, so Sprite soda will definitely be loved by everyone.

Everything is empty-colorless, odorless, sterile and dust-free (three-dimensional mineral water in Taiwan Province Province)

This is an advertisement for Sanwei mineral water in Taiwan Province Province. This advertisement borrows Buddhist terms to reproduce the purity and quality of Sanwei mineral water, so that people can always remember its characteristics after smiling. This is in line with the large number of Buddhists in Taiwan Province Province today. Although mineral water is taken from nature, it is strictly treated without bacteria and dust particles, so the drinker need not worry, so it is called "aseptic" and "dust-free". Four natures, in Buddhist jargon, are "nothing". Summarize the image, the metaphor is appropriate, and consumers are willing to accept it.

Sauce is famous for its traditional taste. (advertisement for kimchi)

This pickle advertisement uses idioms flexibly, changing the word "Jiang" to "Jiang", aiming at promoting itself and advertising with idioms that people are already familiar with, which is easy to remember and spread. You can call it a smart move. "Famous family" undoubtedly represents rich experience and reliable quality, "tradition" means exquisite craftsmanship and unique flavor, and "good taste" directly sends a positive signal to readers. In just two sentences, the advantages of this product have been brought to the extreme, and the credible image of the manufacturer has been established, which has played a very good role in promotion.

Flexibility, eclecticism and opposition to formalism and dogmatism are the principles of China people's thinking methodology. This feature is embodied in the application of advertising language, such as rich and varied text arrangement, free and flexible syntactic structure and word combination.

Thirdly, the influence of moral concept on advertising creativity.

Traditional morality is the living standard of a country and society. For people's language activities, it is more universally binding than law. The use of advertising language is inevitably restricted by certain moral concepts.

(A) the impact of integrity on advertising creativity

In China, honesty is considered as one of people's basic moral qualities. Influenced by the traditional thought of attaching importance to agriculture and doing business, businessmen and doing business are often associated with cunning and dishonesty in people's minds. In view of this situation, China's advertisements must work harder on the word "sincerity". A sentence in advertising language should be realistic, frank, emotional and rational, and should not be boastful, deceptive or deceptive. When using exaggeration, advertising words should be well-founded and reasonable, and cannot be made out of nothing. This is the meaning of "decoration without deficiency" in Wen Xin Diao Long. The language of some advertisements is too vain, intentionally or unintentionally. As a result, China people, who are already on the alert, don't trust or even resent advertisements. For example:

97.69% adults have mites on their faces (Hongyu brand Fumeiling).

This may be scientific data obtained after sampling survey, but this is a cosmetic advertisement rather than a medical appraisal. In the argument, people with snails are accurate to the second place after the decimal point, which will arouse people's doubts. As for those advertising languages that are obviously boastful, such as "world-famous" and "cure all diseases", they run counter to people's moral concepts, arouse people's disgust, fail to achieve the expected results, and violate the explicit provisions of the advertising law. [Paper LunWenNet.Com]

(B) the impact of humility on advertising creativity

Self-humility and respect for others are the moral principles of the Han nationality. Advertising is a kind of propaganda, which should be carried out on the premise of respecting others, because people are still willing to accept advertising language that shows humility or shows respect, understanding and sincere help to the audience. In fact, honorifics such as "You" and "Jun" are commonly used in advertisements in China, and honorifics such as "Your Excellency" and "We" are also common. For example:

May you choose the Cumbass quartz clock (Cumbass quartz clock advertisement).

Stars accompany you and enjoy a better life (Shenzhen Star Garden Advertisement)

Thousands of trees bloom in the east wind at night-Shazhou lamp brings you beautiful scenery (Shazhou lamp advertisement)

(C) the impact of hints on advertising creativity

China people's code of conduct is to be serious and profound, which is contrary to the obvious extroversion and strong humor of some western nationalities. Implication is one of the characteristics of Chinese, but due to the constraints of simplicity and eye-catching requirements, the implication of advertising language in China is not prominent. Humor is a very effective artistic means, but humorous language is not common in Chinese advertisements, even if it exists, it is relatively general and simple. The TV advertisement of "Two Dollars" (Shi Chongqing) has been very humorous to China people. The humor of western advertising language is much bolder and more bizarre. For example:

Print everything except money. (advertisement of French printing company)

If you travel without a ticket, please get off at the London District Court. (London underground advertisement)

Please don't apply this medicine to long hair parts (American P.K.D Hair restorer advertisement)

Anyone who throws something into the crocodile pond must pick it up by himself (Kenyan natural animal advertisement)

Drive carefully. You can't make copies. (Advertisements printed on buses by copier manufacturers)

If Perina can't let your chickens lay eggs, they must be cocks. (Pelina Feed Company)

Although we can't know exactly what the motives of the producers of these advertisements are, in fact, these two advertisements have touched the hearts of consumers more deeply with their sharp humor and greatly stimulated their desire to buy. Therefore, even if the self-deprecating humor in the advertisement is overdone, it is still possible to return to your original goal.

Humorous advertisements are mostly attractive quips and sparks of wisdom. Therefore, the creation of humorous advertising language must have a unique perspective and uniqueness. However, when using humorous methods, we must pay attention to the language expression habits of our nation and place. If used improperly, it will reduce the efficacy of humorous art and even produce side effects. Posti, a world-famous advertising master, said, "If you use humor skillfully, there is nothing that can't be sold." Indeed, in advertising creation, the use of humor can make people feel refreshed, suddenly enlightened and produce wonderful effects.

Someone once said that Asians are not creative people, which is unfair, but there are obvious differences in thinking between East and West. There is an example of image: one is an oriental beauty and the other is a western beauty. When the wind blows, the oriental beauty shyly covers her skirt with her hands, while the western beauty boldly shows her beautiful buttocks, as if imitating Monroe. It is not that we should learn from others, but that our way of thinking is not bold enough and humorous enough. Shyness and formality stifle our creativity. Some people say that we can't understand humor, because humorous advertisements in the west also make us laugh. An open, bold and humorous attitude may be the source of good ideas.

Fourthly, the influence of life concept on advertising creativity.

The concept of life here mainly refers to people's attitude towards life. Every nation has its own traditional concept of life. But relatively speaking, the concept of life is relatively easy to change. Since the reform and opening up, due to the frequent contact and violent collision of various ideas, moral customs and lifestyles, especially the impact of modern western civilization, many people's life concepts in China have undergone drastic changes. Advertising needs to adapt to the changes of people's life concept and consumption psychology in time and closely. China's advertisements only resumed after the reform and opening up. The conflict, contradiction, doubt, change and adaptation of China people's life concept in the past 20 years have been fully and concretely reflected in the advertising language.

(A) the impact of the concept of worshipping foreign things and obsessing foreign things on advertising creativity

When the long-term closed door was just opened, many people had a strong admiration and admiration for foreign products. In the use of language, people say that using a foreign language is a fashion. From household appliances to vest pants, there are foreign letters everywhere. In previous years' advertisements, some transliteration loanwords that have long been eliminated have also come back to life in advertisements, such as "vitamins" and "chocolate", because they are more exotic than the reported words or transliteration words that people are used to. Some goods are obviously sold to ordinary people in China, but there are only foreign languages on the packaging, and Chinese characters can't be found.

With the close relationship between Hong Kong and the mainland and the frequent cross-strait exchanges, the influence of Hong Kong and Taiwan culture on the mainland is deeper and wider. Under this influence, some special elements of Putonghua in Hong Kong and Taiwan have also become the objects to be imitated by some mainland youths. Some advertisements also use Hong Kong and Taiwan-style pronunciation, words, sentence patterns and fonts, and some simply invite Hong Kong and Taiwan people to perform them.

(B) the impact of the pursuit of fashion on advertising creativity

After a long period of hard work and frugality, some consumers in China, especially some urban consumers, quickly went to the other extreme, that is, they tried their best to pursue a fashionable lifestyle. Some advertisements in China have also contributed to this, trying to promote this high-end, luxurious and fashionable commodity. As a result, tempting words such as "latest", "super-modern", "super-luxurious", "royal tribute" and "European-American style" abound and are often used. The positioning of many commodity advertisements is based on this concept of life that caters to consumers, such as:

International beverage Jianlibao (Jianlibao beverage advertisement)

Luxurious Fenghua refrigerator (Fenghua refrigerator advertisement)

Dai Tianba, good manners! Dai, add value! (Tianba, Bahai Watch Advertisement)

Sharp-the lasting guarantee of super enjoyment (Sharp video advertisement).

After several years of reform and opening up, with a more comprehensive and calm understanding and understanding of foreign countries, under the guidance and advocacy of our government, people began to have a new understanding of national traditional culture and their original way of life. China's advertising and advertising language have gradually matured, and many novel and unique advertisements with China characteristics have emerged.

(C) the impact of family values on advertising creativity

The tradition of the Han nationality is famous for attaching importance to family and feelings. Under the impact of modern civilization, China people's family values and human feelings tend to be diluted, but in general, they are still very important contents in people's life concepts. Regrettably, in recent ten years, there have been few advertisements expressing traditional family values and human feelings. Although some advertisements want to show the relationship and feelings between relatives and friends, they always seem far-fetched. For example, the advertising slogan of Hongmei camera: "Travel companion, give a good gift", emphasizing "give a good gift" really captures the habit of giving gifts to each other in China, but the problem is that few people use cameras with a few hundred yuan as gifts.

At the same time, some foreign advertisements in China have a deep understanding of the characteristics of China people and have produced successful advertisements showing family happiness and friendship among friends. For example:

Friendship is more expensive than getting along, supporting and encouraging each other in the city. Ah, Didi Xiang, I haven't finished yet! McBride's coffee is getting stronger and stronger! (McDonald's coffee advertisement)

Friends come from afar and like to take Mitsubishi brand (Mitsubishi car advertisement).

Ladies and gentlemen, you have had a difficult journey. Welcome to Beijing.

The last advertisement is a light box advertisement title made by Seiko Watch Company in the subway entrance of Beijing Station, the largest railway station in China. A gentle greeting and a deep friendship make the passengers seem to have met their long-lost friends.

(D) the impact of traditional cultural concepts on advertising creativity

As an abstract concept, modern advertising is a social and cultural phenomenon, but when people concretize the general object of this concept, it will inevitably reflect the stipulation of national culture. Different national cultures have different advertising cultures. The reason for this is that national culture has been integrated into all aspects of advertising activities, forming specific advertising understanding, advertising awareness, advertising communication, advertising acceptance and so on. The use of idioms, proverbs, puns, antitheses and ancient poems in advertising language obviously has the characteristics of national culture.

For example, "celebrities have always been good at drinking water, and monks have loved to fight tea since ancient times."

This kind of teahouse couplet advertisement is impossible to produce in the western cultural environment, and even if it is posted, it is difficult to produce advertising effect. Another example is advertising couplets to promote shoes:

"Down-to-earth has a bright future and rigorous steps."

Clever use of idioms, neat antithesis and coherent meaning, the word "shoes" did not appear in the All-China Federation, but used people's general understanding of the idiom "down-to-earth", but it can achieve the advertising effect of selling shoes.

Another example.

"There are millions of luxury houses in Ande, and the poor people in the world are happy" (real estate advertisement),

"Why worry about white hair? Look at the dark clouds and press the mirror "(black hair cream special effects advertisement),

"Busy, busy for yourself, busy, drink a pot of fragrant tea to eliminate sweat. Work hard, work hard, have fun in bitterness, and eat a bowl of jelly to clear your heart. " (teahouse advertisement),

"The mountains and rivers of the earth are at the bottom of the pen, and Kyushu characters are at the end." (calligraphy and painting shop advertisement),

"A good horse with a saddle and a good car with sails." (Feng Fan brand battery advertisement)

The effect of this kind of advertisement belongs to non-China culture. Japanese advertisements in China are more about deliberately pursuing a sense of identity with China culture. For example, the advertising slogans of three car companies:

"eventually there will be a road, there will be a Toyota",

"Lu Yao knows horsepower and sees Toyota for a long time";

"Friends come from afar and like to take Mitsubishi cards";

In ancient times, there were swift horses, but today there are daily cars.

Cleverly quoted four old sayings that China people are very familiar with, which enhanced the appeal and penetration of advertisements.

conclusion

In short, when advertising creativity, we must deeply understand the influence of social culture on advertising creativity, and fully consider the influence of philosophy, thinking mode, moral concept and life concept on advertising creativity. Only by deepening social culture can we make advertisements that people like.

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