| 论广告对非物质文化遗产的保护利用 |
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| 引用本文： | 权玺. 论广告对非物质文化遗产的保护利用[J]. 兰州大学学报(社会科学版), 2008, 36(4) |
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| 作者姓名： | 权玺 |
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| 作者单位： | 兰州大学新闻与传播学院,甘肃,兰州,730000;广西财经学院国际经济与贸易系,广西,南宁,530003 |
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| 摘 要： | 广告作为一种特殊的大众传播现象,在运用非物质文化元素时,不仅是其保护性的"传承者",也是创新性的"发展者",更因自身"把关人"的身份和商业利益的限制,而扮演着垄断性的"掠夺者"的角色.因而,科学发挥广告的传播技术优势,合理合法地传承、创新非物质文化遗产,是广告对其保护利用的意义之所在.
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| 关 键 词： | 非物质文化遗产 大众传播 广告 |
Role of Advertisement in the Preservation of Intangible Cultural Heritage |
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| QUA Xi. Role of Advertisement in the Preservation of Intangible Cultural Heritage[J]. Journal of Lanzhor University(Social Sciences), 2008, 36(4) |
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| Authors: | QUA Xi |
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| Abstract: | The paper starts with an analysis of the relationship of advertisement to the protection of intangible cultural heritage and goes on to suggest that advertisement is,on the one hand,not only the preserver but also the developer of intangible cultural heritage.On the other hand,advertisement is a looter in that it monopolizes the commercial benefits of cultural heritage.Therefore,it is vital to promote the scientific and positive function of advertisement in the preservation of intangible cultural heritage. |
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| Keywords: | intangible cultural heritage mass media advertisement |
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