对于中国人而言,理想住宅是一种文化存在,它承载着“家”的内涵,是人们实现自我价值、展示自我价值、分享自我价值的场所。本文通过梳理中国式理想住宅和“家”的关系,探究中国人“家”的文化意味,提出以“礼乐文化”作为中国式理想住宅的广告创意之源,从而在方法论上为业界提供可行的创意之道。 For the Chinese, the ideal residence is a kind of cultural existence, which carries the connotation of “home ” and is a place where people realize their own values, display their own values ​​and share their own values. This paper explores the cultural meanings of Chinese “home ” by combing the relationship between Chinese-style ideal housing and “home ” and puts forward the idea of ​​ “ritual and culture ” as the creative source of Chinese- Methodologically provides viable ideas to the industry.