中日文化交流源远流长,中日广告发展各自精彩。近些年来,随着我国广告行业的蓬勃发展,以及受日本广告业界的影响,学术领域对日本广告的研究方兴未艾,从策划、创意、文案到实操的各个方面都有比较丰富的内容。但是从文化学视角对两国广告异同的研究却是颇为少见。青岛大学新闻传播学院董彬、孙顺华老师的专著《中日广告文化研究》,在这方面做了大量有益的探索。该书以广告作为一个文化样本切片,从两个民族精神品格与价值观念的源头出发,探索历史渊源,梳 The cultural exchange between China and Japan has a long history, and the development of Sino-Japanese advertising is brilliant. In recent years, with the vigorous development of China’s advertising industry and the influence of the Japanese advertising industry, research on Japanese advertising in the academic field is in the ascendant and has rich content in all aspects from planning, creativity, copywriting to practical operation. However, from the perspective of cultural studies on the similarities and differences between the two countries is quite rare. School of Journalism and Communication of Qingdao University Dong Bin, Sun Shunhua’s monograph “Sino-Japanese advertising culture research”, in this regard has done a lot of useful exploration. The book to advertising as a cultural sample, starting from the source of the two national spirit and values, to explore the history, comb