试论广告的文化创意产业属性

从对文化产业内涵的界定以及各个国家对文化创意产业的归类中可以看到,各国均无一例外地把广告作为文化创意产业的重要组成部分。广告具有属于文化创意产业的内在特征,有成为文化创意产业所必备的条件。同时,与其他产业相比,广告也有着明显的区别于其他文化创意产业类型的内在规律和独特个性内容。主要体现在发展模式、生产性投入、创造经济价值的方式以及内容导向和评估方面。

Advertise Attribute of Cultural and Creative Industries

From the definition and classification for the cultural and creative industry,all countries without exception classify advertising as an important part of creative industry.Advertising has the inherent characteristics of cultural and creative industries.Meanwhile,comparing with other cultural and creative industries,advertising industry has the internal law and unique character which is different from other types of cultural and creative industry.It mainly embodies in development models,productive investment,creating economic value and content-oriented approach and assessment.