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在第十九届时报金犊奖即将拉开序幕之际,本文以收集整理的近五届参赛金银铜获奖作品中运用中国传统文化为题材的作品进行归类、整理、分析。从广告创意的ROI理论、3B理论里探索金犊获奖作品中如何结合中国传统文化,中国文化如何与产品卖点寻找切入点,从而设计创意出更好的广告作品,为第十九届金犊奖参赛起到指导借鉴作用。
In the 19th Golden Hour awarding ceremony is about to kick off, this article collected the last five entries gold and silver bronze medal in the use of Chinese traditional culture as the subject of the work classified, sorting and analysis. From the ROI theory of advertisement creative, 3B theory, it explores how to combine the Chinese traditional culture, Chinese culture and product selling point to find the breakthrough point in the winning works of the golden calf, so as to design and create a better advertising work for the nineteenth Golden Calf Award Entries play a guiding role.