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本文从器物、价值观念、民族风俗、文学艺术四个方面认识了现代广告中传统文化的运用现状。通过对这一现状的认识,总结出将传统文化运用到现代广告中的必要性。同时,运用传统文化要注意许多方面。中国现代广告一方面要秉承传统文化的精华,另一方面要摒弃糟粕,更重要的是创新运用传统文化。
This article from the utensils, values, national customs, literature and art four aspects of modern advertising in the traditional culture of the status quo. Through the understanding of this situation, the necessity of applying traditional culture to modern advertisements is summarized. At the same time, the use of traditional culture should pay attention to many aspects. On the one hand, Chinese modern advertising should uphold the essence of traditional culture, on the other hand, we should abandon the dross and, more importantly, innovate the use of traditional culture.