The French sociologist Pierre Bourdieu first proposed the concept of cultural capital. Since the 1980s, social capital has become a popular concept in many disciplines concerned and analysis of important starting point. Hofstede (1980) published a study in the field of cultural significance of the research results. In 1980s, scholars did a large number of cross-cultural consumer behavior based Hofstede’s cultural construct. After the 1990s, globalization and technological revolution in the joint action, cultural issues in all areas of marketing, reflected in all directions, the impact of cultural capital on advertisement journals were seen everywhere. "Advertising." The word of foreign origin, derived from the Latin word “Adteurture”; its basic meaning is the meaning of attention and induce the latter evolved into the English language “Advertise”. In recent years, advertising fills of people’s lives. From the television’s ads, newspaper’s ads, outdoor walls’ ads, to the network, advertising are seen every where. But in different cultural background, consumer values, consumption patterns and consumer behavior are different. Cultural capital has a deep impact on advertising, which cannot be ignored. Today's society is in economic globalization; all the advertising companies cannot separate from cultural capital. We need to know when planning to advertise the nation's culture, and culture types, this is the ads, predictable.
"Cultural capital has three subtypes: embodied, objectified and institutionalized." (Bourdieu, 1986). According to three different types of cultural capital. Below, I will talk about my type of advertising of these three different effects. Embodied cultural capital
Embodied cultural capital is embedded in the individual's cultural capital. One of the most important parts is the language of the capital. "Linguistic capital, defined as the...