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| 传统文化元素在广告创意中的运用研究 |
| Research on the Application of Chinese Traditional Cultural Elements in Advertising Creativity |
| 投稿时间：2022-08-02 |
| DOI：10.16018/j.cnki.cn32-1499/c.202301017 |
| 中文关键词: 广告创意 儒家文化 传播效果 |
| 英文关键词: advertising creative Confucian culture communication effect |
| 基金项目:教育部人文社会科学研究青年基金项目(18YJC750145)。 |
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| 中文摘要: |
| 伴随着国家文化强国战略的提出，文化自信成为“四个自信”中的基础，是一个民族、一个国家对自身文化价值的充分肯定和积极践行。中国传统文化元素在广告创意中的运用，不仅可以从广告的角度展示中华传统文化的魅力，更能提升中国传统文化的软实力，为国家的文化强国战略添砖加瓦。 |
| 英文摘要: |
| With the proposal of the national strategy of building a strong cultural country, cultural self-confidence has become the foundation of the "four self-confidence", which is the full affirmation and active practice of a nation and a country to its own cultural value. This paper carries out targeted research from the application strategy of Chinese traditional cultural elements in advertising creativity. It not only shows the charm of Chinese traditional culture from the perspective of advertising, but also can enhance the soft power of Chinese traditional culture and contribute to the national strategy of building a strong cultural country. |
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