论中国传统文化元素在电视广告中的应用.pdfVIP

摘 要 电视广告，通俗来说，就是一种通过电视传播的广告，是现代广告的形式之一。他可以运用话语、 字符、声音、图像、动作、影视等多种手法，并同时兼顾视觉及听觉多方面感官进行推广的广告传 播 (/doc/332921-352627.html \t /doc/blank)方式。本文 关注的问题是近年来中国传统文化元素在电视广告中的应用及影响。首先简洁研究中国传统文化元 素的各个组成部分，即中国都有哪些传统文化元素，分析广告的基本涵义及电视广告的特点，而后 举例分析各传统文化元素的应用对广告产生的的影响。将从在哪些广告中应用、应用了哪些元素、 如何应用以及应用的效果等多角度分析，最终综述中国传统文化的艺术特色以及在日后的应用中需 要注意的问题和其积极意义。研究发觉，现代广告创意缺乏足够的对传统文化的传承和创新，不能 很好地利用中国传统的民族文化，在这一点上不如一些西方国家，不过近年来的“中国文化热”现 象使得中国传统文化的传承和进展打开了一个新局面。 关键词：传统文化元素；电视广告；创意 Abstract TV advertisement is a kind of advertisement which takes TV as the media and is a form of electronic advertisement. It is a comprehensive method of information dissemination, which combines audiovisual effect and language, writing, sound, image, action, performance and so on. This paper focuses on the application and influence of Chinese traditional cultural elements in TV advertising in recent years. First of all, a brief study of the components of Chinese traditional cultural elements, that is, what are the traditional cultural elements in China, the analysis of the basic meaning of advertising and the characteristics of television advertising, Then it analyzes the impact of the application of traditional cultural elements on advertising. From which ads will be applied and applied This paper analyzes which elements, how to apply and the effect of application, and finally summarizes the artistic characteristics of Chinese traditional culture and the problems needing attention in the future application and its positive significance. The study found that modern advertising originality lacks enough inheritance and innovation of traditional culture and cannot make good use of Chinese traditional national culture. In this respect, it is not as good as some western countries. However, the phenomenon of Chinese culture craze in recent years has opened up a new situation for the inheritance and development of Chinese traditional culture. Keywords: traditional cultural elements; TV advertising; crea