成功的广告往往蕴含着深厚的民族传统文化,中国广告中的价值取向、思维方式、信仰模式和审美趣味,都从灿烂的中华民族传统中吸取着养分。中国的传统文化是一个取之不尽的宝藏,民族文化是一个民族在漫漫的历史长河中逐渐沉淀下来的最为可贵、理当珍视的东西。中国广告具有的乡土情结,传统节日、礼文化既是民族传统个性的内容,同时,又是传统文化的传承者和传递者。 Successful advertisements often contain deep national traditional culture. The value orientation, thinking mode, belief mode and aesthetic taste in Chinese advertisements absorb nutrients from the splendid Chinese tradition. China’s traditional culture is an inexhaustible treasure. The national culture is the most precious and precious thing that a nation has gradually precipitated in the long course of history. The local customs, traditional festivals and ceremony culture that Chinese advertisements have are not only the content of national traditional personality, but also the heirs and transferees of traditional culture.