符号消费与我国传统文化资源的发掘应用

随着经济的高速发展及社会消费水平的不断提高,符号消费在我国大中城市呈蔓延之势,为此广告创意者们挖空心思,尽可能给商品找到能引起消费者共鸣的象征符号加以推广。将传统文化资源以现代艺术手段进行符号化转换,是广告创意的法宝。当前我国广告对传统文化的资源挖掘与创新应用主要表现出三大特点,即:从自发转为自觉;从传统商品扩展到现代商品;从单一的创意表现扩展到整体的品牌传达。在符号消费趋势不可逆转的背景下,广告界以创新精神大胆、全面地挖掘运用传统文化的符号资源,不仅可以提升商品价值,同时还可传播中华文化。

Symbolic Consumption and the Exploitation of Traditional Chinese Cultural Resources

With the rapid development of economy and the continuous improvement of social consumption, symbolic consumption has been growing fast in large and medium-sized cities in China. Symbolization of traditional cultural resources is an effect weapon of advertisers. This transformation has three characteristics： spontaneity turning to consciousness; involving both traditional and modem commodity; single advertising creative representations expanding to the brand as a whole. In view of this unstoppable trend, it is wise to innovate and fully utilize traditional cultural symbols so as to raise the value of commodity and spread Chinese culture.