传统文化：中国现代广告成长的沃土

蓬勃发展的中国广告业有着深厚的本土文化渊源,中国传统文化为其提供了成长的沃土,现代广告的语言组合、精神品格、价值取向,都受到传统文化的深刻影响。广告是“说服的艺术”,是以营销为最终目的的大众传播方式。因此,广告在传播商业信息的同时,应极力营造能够感染受众的文化氛围,努力寻找与民族文化传统相契合的传播方式来打动受众的心灵。广告制作应该汲取传统文化精华,凸现民族特色,积极探寻中国现代广告未来的健康发展之路。

Traditional Culture: the Growing Fertile Soil of Chinese Modern Advertisement

The vigorous development Chinese advertising industry had the culture origin of deep native,the traditional culture has provided the growth fertile soil for it.The modern advertisement of language combination, the spiritual moral character,the value orientation,all receive the profound influence and the restriction of the traditional culture.The advertisement is "art which convinces",is the mass media dissemination way which is take the marketing as the final goal.Therefore,the advertisement manufacture must derive the traditional culture essence,appears the national characteristic,positively seek the future road of the health development.