A Study On The Infiltration Of Confucian Thought In Modern Taiwan Advertisement

In China, Taiwan and mainland of China in geographical location on a narrow strip of water, come down in one continuous line in the long river of history, so the two sides of the Taiwan Straits have a common origin, and in the same cultural circle.Due to historical reasons, Taiwan’s culture is diverse, gathered the traditional Chinese culture (The indigenous culture and Mainland culture), Japan and South Korea culture and European culture. In recent years, Taiwan advertising industry shows the tendency of growing prosperity,Taiwan advertising in this pluralistic culture, gradually be affected on the rich and colorful cultural connotation. So, multi culture context of Taiwan advertising will show how state? The once dominant Confucian ideology of Taiwan advertising what impact will be? Taiwan advertising and what is worth learning, advertising? This is the one one present the origin, and it is also the research.In this paper, from the development of modern Taiwan advertising the article, through the main contents of Confucianism, and Confucianism development in Tai wan and self prosperity, mainly from the "filial piety","benevolence" and "good faith" in three aspects, with examples to prove that penetration of Confucian thoughts of modern Taiwan in advertising.