摘要
为了更好地挖掘中华民族传统文化中的优秀元素应用于广告设计,使中国广告创意更好地应对市场竞争,运用分析和归纳的方法,对于广告创意与传统文化的关系和应用原则进行论述,明确了时下我国广告创意的发展路向,即我们要善于从源远流长、积淀深厚的民族文化中寻求前进的力量,寻找中华民族传统文化与广告创意的最佳契合点,在创意元素中汲取中国传统文化的精髓,为广告灌注积极的文化内涵,构建新的价值取向。
In order to make a study and analysis on how to apply national culture to the advertising design, an analytical and inductive method was used. It is necessary to maintain the foundation of national culture, and at the same time pay attention to the changing of the culture as time goes by. And on such occasion, it needs to make a better service for our customer and consumer. Therefore, it is good at finding some moving strength from the long standing and deep deposits of national culture, finding the best bonding point to absorb the soul of national culture from the creation, import the positive culture intension and build the new value.
出处
《西北大学学报（哲学社会科学版）》
CSSCI
北大核心
2009年第6期I0005-I0008,共4页
Journal of Northwest University：Philosophy and Social Sciences Edition
关键词
传统文化
广告
影响
The traditional culture, Advertisement, Influence
