摘  要

在当代全球化的背景下，广告将文化认同广泛地用于广告创意中,已经取得不错的效果。广告是人际交流的延伸，在全球商业体制中具有举足轻重的地位。
本论文主要研究全球化背景下文化认同在广告中的运用。首先介绍了文化认同的定义以及影响文化认同的因素。其次，分析全球化背景下文化认同在广告创意中的应用。最后提出利用文化认同进行广告创意的的策略。
广告者通过唤起消费者的文化认同以实现文化共享,使消费者在充溢着文化品位的氛围中消除对商品广告的偏见，从而达到预期的传播目的。

关键词: 全球化；广告；文化认同

Abstract

In the context of contemporary globalization, cultural identity is widely used in advertising creative and has achieved impressive results. Advertisements are the extension of the interpersonal communication and they play a decisive role in the global commercial system.
 This paper studies the application of cultural identity in advertisements under the background of globalization. Firstly it introduces the definition of cultural identity and analyzes the elements that impact cultural identity. Secondly, it describes the application of cultural identity in advertisements creation in the context of globalization. At last it points out the strategies to strengthen the usage of cultural identity in the advertisements.
These types of advertisements appeal the cultural identity of the consumers to share cultural. So the consumers were imbued with an atmosphere of cultural tastes and they can eliminate prejudice on commercial advertisements. They can achieve the purpose of dissemination.

Keywords: Globalization; Advertisements; Cultural identity

1. Introduction
In commodities circulation of modern market economy, advertisements play a very important part. It combines the commercial activities and cultural communication together. As a concomitant of modern market economy, it not only introduces function and quality of products, but also has more other added values, like consciousness, creativity and culture. Advertisements constantly provide a clear and ideological definition to consumers, to let them know who they are or what kind of person they should be. (Wu Jing, Huang Pei, 2005)
 With the help of various media and means, advertisements affect people's sentiment and thoughts, and even transform people's consumption tendency and behavior patterns. They form an important resource of the new way of life and the new value of consumption orientation. In front of modern consumer’s diversified demands, advertisements are an important to guide the modern consumer’s desire. They not only pay attention to the practical value of the goods or services, but more attention to their representative value. Only by this way, can the advertisements make good marketing effect.