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当代中国广告快速发展得益于广告创作水平的大幅提升,更得益于社会主义核心价值观在广告创作中的融入和指导。本文从简述中国广告发展历程入手,着重解析中国文化、民族心理特征与广告创作的关系,结合部分广告案例和创作经历,重点结合当代中国发展的时代背景,梳理以中国传统文化、心理学、美学表现为基础的社会主义核心价值观对影视广告创作的指导作用,总结提出核心价值观对广告创作的文化底蕴、心理把握、作品呈现等方面的建议性观点。
The rapid development of contemporary Chinese advertising has benefited from a substantial increase in the level of creative advertising, but also benefited from the incorporation and guidance of the socialist core values in the creation of advertisements. This article starts with a brief account of the development of Chinese advertising, focusing on the analysis of the relationship between Chinese culture and national psychology and advertising creation. Combining with some advertising cases and creative experiences, this paper focuses on the background of contemporary China’s development and combs the Chinese traditional culture, psychology, Aesthetic performance based on the socialist core values on the film and television advertising creative guiding role, summed up the core values of advertising creative cultural heritage, psychological grasp, work presented aspects of the proposed point of view.