茶源于中国,随着种植与饮用范围的扩大,逐渐开始作为商品进行销售,茶广告应运而生。中国现代茶广告正在不断挖掘茶文化与传统文化的结合点,并应用到广告设计中,形成传统文化语境下的中国现代茶广告感性诉求模式。本文就中国现代茶广告感性诉求路线的方式——应用传统文化,结合案例进行了总结与分析,并在此基础上提出了建议。 Tea originated in China. With the expansion of the scope of cultivation and drinking, it gradually began to be sold as a commodity. Tea advertising came into being. China’s modern tea advertising is constantly tapping the point of integration of tea culture and traditional culture, and applied to advertising design to form the mode of emotional appeal of Chinese modern tea advertising in the context of traditional culture. This article summarizes and analyzes the way of Chinese modern tea advertisement sensibility appealing line—using traditional culture and combining cases, and puts forward suggestions based on this.