东西方不同文化下的受众,之所以出现广告理解上的困难或误读,很多都与文化认知差异有关。文化认知中自我概念、思维方式和知觉特点的不同,影响着广告创作者的创意模式,也引导着广告受众的接受习惯。 Audiences in different cultures of the East and the West have some difficulties or misunderstandings in their understanding of advertising. Many of them are related to cultural differences in cognition. The difference of self-concept, thinking mode and perceptual feeling in cultural cognition influences the creative mode of advertisement creator and guides the receiving habit of advertising audience.