Chinese Advertising Confucianism Inheritance And Digestion

Advertising is not isolated, developing with the social culture as its background. Meanwhile, advertising has counteractive influence on the social culture, based on which this thesis makes a survey on the cultural function of the advertisement and the current status of our social culture, especially the functioning of modern advertisement on the traditional culture. Though the traditional Confucianism is no longer in the dominant position nowadays, its cultural elements are embodied in our daily life and there is a close relationship between the advertisement and the Confucianism. Therefore, this thesis has its social significance in opening out the influence of modern advertisement on traditional culture, the social value and cultural function of modern advertisement against current social background and the problems existing both in the culture and the audience's psychology nowadays.This thesis is divided in 4 sections. Starting from presenting the relationship between the advertising and traditional culture in the aspects of being filial, being frugal, way of being a wife and middlebrow, this thesis exemplifies the counteractive influence of the modern Chinese language advertisement on two forms of inheriting from traditional Confucianism and exterminating it, the reason and impact of which has been explained later from a macroscopical level. All above prove that Chinese language advertising has recessive but important effect on tradition, which is not artificial or occasional, but an inevitable trend. Lastly, no matter the effect mentioned above has more advantages or disadvantages; envisaging the reality and its influence is quite urgent.