文献类型：期刊文献

中文题名：中国传统文化与广告创意

英文题名：China Traditional Culture and Advertisement Creativity

作者：孙蓉[1]

第一作者：孙蓉

机构：[1]北京联合大学广告学院

第一机构：北京联合大学艺术学院

年份：2010

卷号：24

期号：4

起止页码：40-42

中文期刊名：经济与管理

外文期刊名：Economy and Management

收录：国家哲学社会科学学术期刊数据库;CSSCI:【CSSCI_E2010_2011】；

语种：中文

中文关键词：传统文化;民族感情;广告创意;价值核心;本土化

外文关键词：traditional culture; national emotion; advertisement creativity; value core; localilzation

摘要：随着北京奥运会的圆满落幕,"中国文化热"在全球范围内不断升温,在全球经济一体化和多样化的变革中,广告"创新"成为当今广告中的创意启示点。具有中国传统文化元素的本土广告给受众留下了深刻的印象,但有些广告却没有读懂中国传统文化中的深层涵义,没有理解文化元素符号的使用意义,使得很好的创意被大众唾弃和批判。
Along with the complete ending of Beijing Olympic Games, ＂the Chinese cultural fever＂ inceasingly elevates temperature globally. In the global economic integration and the diverse transformation, the advertisement innovation becomes creativity enlightenment spot in the advertisement and localilzation advertisement had China traditional culture element stays the profound impression to audiences, but some advertisements actually have not spelled over the in--depth implication in China traditional culture and had not understood the usage significance of the culture elements symbols, then caused the very good creativity spurn and criticized by the populace