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从整体上看,中国广告的文化品位确实有待提高,所以,早就有人大声呼吁把传统文化融于广告创作,以提升文化品位,说这是“植根于沃土”。意思很明确:把传统文化“化”到广告创作中,当代广告这棵小苗就可以汲取丰富营养,有望长为参天大树。基于这种认识,步入90年代后,中国广告界确乎造成强大舆论导向,引导广告创作接受传统文化的滋润。拿电视广告来说,《强力荔枝饮料》、《威力洗衣机(献
As a whole, the cultural taste of Chinese advertisements really needs to be improved. Therefore, people have been loudly calling for the integration of traditional culture with advertising in order to enhance the cultural taste, saying that it is “rooted in fertile soil.” The meaning is very clear: the traditional culture “” to the advertising creation, contemporary advertising tree seedlings can learn from the rich nutrition, is expected to grow into towering trees. Based on this understanding, entering the 90’s, the Chinese advertising industry has indeed caused a strong public opinion guidance, guiding creative advertising to accept the moisture of traditional culture. Take television commercials, “strong lychee drink”, "power washing machine (offer