设计一定是文化的一种表达方式,因为设计的底蕴来自深厚的文化。建筑设计师王澍的成功,就在于对于民族建筑语言的坚持与有效运用。关键在于,优秀的设计还可以用美的语言推动并实现跨民族、跨地域的文化沟通。因此,在跨地域的交流中,设计有一种语言无法替代的独特价值。“文化自信”构成设计的重要组成部分。那么,广告呢?广告有“文化自信”吗?文化肯定也是广告内容的底蕴。作为一种沟通方式,广告的表达离不开文化的牵引。但是,广告 Design must be a cultural expression, because the design of the background from the deep culture. The success of the architect Wang Shu lies in the persistence and effective use of the national architectural language. The key is that excellent design can also be used to promote beautiful language and achieve cross-ethnic and inter-regional cultural communication. Therefore, in the inter-regional exchange, the design has a unique value that language can not replace. “Cultural Confidence ” constitutes an important part of the design. So, advertising? Ad “cultural self-confidence ” it? Culture is certainly the ad content of the heritage. As a means of communication, the expression of advertising is inseparable from the cultural traction. However, advertising