| 中国传统文化与广告创意 |
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| 引用本文： | 孙蓉. 中国传统文化与广告创意[J]. 经济与管理, 2010, 24(4): 40-42,60 |
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| 作者姓名： | 孙蓉 |
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| 作者单位： | 北京联合大学,广告学院,北京,100095 |
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| 摘 要： | 随着北京奥运会的圆满落幕,＂中国文化热＂在全球范围内不断升温,在全球经济一体化和多样化的变革中,广告＂创新＂成为当今广告中的创意启示点。具有中国传统文化元素的本土广告给受众留下了深刻的印象,但有些广告却没有读懂中国传统文化中的深层涵义,没有理解文化元素符号的使用意义,使得很好的创意被大众唾弃和批判。
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| 关 键 词： | 传统文化 民族感情 广告创意 价值核心 本土化 |
China Traditional Culture and Advertisement Creativity |
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| Sun Rong. China Traditional Culture and Advertisement Creativity[J]. Economy and Management, 2010, 24(4): 40-42,60 |
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| Authors: | Sun Rong |
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| Affiliation: | School of Advertisement;Beijing Union University;Beijing 100095;China |
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| Abstract: | Along with the complete ending of Beijing Olympic Games,the Chinese cultural fever inceasingly elevates temperature globally.In the global economic integration and the diverse transformation,the advertisement innovation becomes creativity enlightenment spot in the advertisement and localilzation advertisement had China traditional culture element stays the profound impression to audiences,but some advertisements actually have not spelled over the in-depth implication in China traditional culture and had not... |
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| Keywords: | traditional culture national emotion advertisement creativity value core localilzation |
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