中国文化与广告创意的链接.doc

摘 要 近年来，在文化界，随着《文化中国》品牌策略的传播与扩大化，中国文化开始搭载国际国内多种强势媒体扩大中国文化的国际传播与国际影响力In recent years, in the cultural sector, with the spread of cultural China brand strategy and expansion, the Chinese culture began to carry international and domestic variety of powerful media to expand the international spread of Chinese culture and international influence. In the advertising industry, Chinese culture is a source of creative advertising, is the protection of international brands to the smooth realization of the localization is the soft power of Chinas competitiveness. Chinese culture in modern advertising design and development is a hot research issues in academia. In this thesis, the interpretation of the concept of Chinese culture in order to tap the hidden aspects of the Chinese culture and extend the application environment of the Chinese culture and creative advertising links. Extensive literature analysis and comb as defined in the field of discourse between the two, the analysis between the environment and reasons for the formation, the study discusses the future trends of the Chinese culture and advertising creative development. Use of examples to explore the Chinese culture in advertising design of advertising strategies, and link to Chinese culture and advertising creative significance and novelty. 分享到 翻译结果重试 抱歉，系统响应超时，请稍后再试 支持中英、中日在线互译 支持网页翻译，在输入框输入网页地址即可 提供一键清空、复制功能、支持双语对照查看，使您体验更加流畅 Key word Advertising creative; Chinese culture; Creative Core; Link 目 录 前 言…………………………………………………………………………1 一 中国文化与广告创意的界定……………………………………………2 （一）中国文化与广告创意在理论领域的界定……………………………2 （二）中国文化与广告创意在应用领域的界定…………………………3 二 中国文化与广告创意相链接的原因…………………………………6 （一）中国文化是广告创意发展的载体…………………………………6 （二）如何运用中国文化元素表现现代广告创意………………………8 三 中国文化元素在广告创意中的应用……………………………………11 （一）中国文化元素符号形式的运用……………………………………11 （二）符合消费者的消费心理……………………………………………12 （三）塑造品牌的精神文化内涵…………………………………………13 四 中国文化与广告创意研究发展的未来趋势……………………………14 （一）由“形”到“神”，注重意境………………………………………15 （二）挖掘中国文化的时代精神…………………………………………15 （三）寻求“文化”作为社会新型力量