论传统文化对现代广告的影响摘要：中华传统文化是历史发展进程中，先民们在生产实践中发展而来的先进文化。中华传统文化元素视角下对现代广告影响的研究有着传承优秀文化的现实意义以及促进对现代广告影响研究的理论意义。本文通过对传统文化元素与广告的概述，主要从中国传统文化元素概念，传统文化元素内容分类，及广告与传统文化元素的关系层面出发进行分析。对现代广告中的中国传统文化元素的内容层面出发展开分析，主要从现代广告中，中国传统民俗文化中的传统民俗以及运用民俗因素的主要广告类型进行分析。针对现代广告与传统文学艺术、书画艺术、戏曲艺术、其他传统艺术等的分析。发现现代广告中的中国传统思想文化的儒家文化、道家文化、佛家文化的关联，并且发现现代广告借鉴传统文化元素时的表现形式过于表面化、恶搞传统文化元素、封建落后文化、关注视野较窄等问题，提出现代广告借鉴传统文化元素时的巧妙结合、尊重传统文化元素、取其精华，弃之糟粕，开阔文化视野等对策。关键词：传统文化元素；价值；现代广告；特色Abstract: Chinese traditional culture is an advanced culture developed by the ancestors in the process of historical development. The research on the influence of modern advertising from the perspective of Chinese traditional culture has the practical significance of inheriting excellent culture and the theoretical significance of promoting the research on the influence of modern advertising. Through the overview of traditional culture and ancient and modern advertising, this paper mainly analyzes the concept of Chinese traditional culture, the content classification of traditional culture, and the relationship between ancient and modern advertising and traditional culture. The content of Chinese traditional culture in agricultural modern advertising is analyzed from the perspective of traditional Chinese folk culture in modern advertising and the main types of advertisements using folk customs. Find the analysis of modern advertisement and traditional literature art, painting and...
