关键词: 商业广告, 文化价值, 移情

Abstract:

Commercial advertisement is usually for some specific marketing purposes, for a specific sales people, by the media as the
basic carrier and a propaganda tool of effective dissemination of information. The concept of cultural value plays an essential role as a
commercial advertising design and the important influence factors in the process of planning. Commercial advertisement needs to be
based on the cultural values that it attaches, to emphasize on the integration of traditional culture, to fully consider the important role of
cultural empathy in the design, to promote the application of dimensional culture design concept in the commercial advertising, and to
achieve economic and social benefits of commercial advertising their own at last.

Key words: commercial advertisements, cultural value, empathy