The Research On Embedding Of National Culture In The New Medium Advertising

AbstractAlong with the proceeding of the economic construction and developing of the cultural creative industries, the expansion of advertising media, from print newspapers, outdoor advertising, broadcast and TV, four traditional mediums developed to new medium standard under the digital technology foundation, such as digital magazines, digital newspapers, digital broadcasting, and phone messages, mobile TV and network game. The new tend grows quickly, infiltrating every corner of our living, while the definition of media has changed and made higher requirements for research. New media does not refer to a specific style or genre but rather an opening system. It is a kind of creative art form which use of modern images, videos, computers and other electronic media. The new media advertising is a specific form of new media communication, and application of national culture in advertising would be changed, and entered into a new level. In other words, regardless of the number of forms of performance, the core of new media is the interactive between users and works. Because of users participate, the work’s impacts, modeling, even meanings have been changed. When users touch, movement and make a voice, it would changed the works. Various forms of new medium have been recognized by the audience through its extensive forms of communication and variety of functions. However the national culture, which was implanted as important elements in advertisements, has not drawn much attention of researchers in this area. The new media will provide a wider dissemination and convenient mode of transmission for national culture, and, urge the combination of culture and new media for interdisciplinary research in recent years.By carding the history of national culture, relying on the present situation of economic and technology, sticking to the consumer’s habits, placing national culture into the new media advertising, we can explore the artistic characteristics and cultural connotation contained in national culture, to protect and spread our national culture as a whole and dynamically, by implanting national culture into new advertising. I will discuss this topic in five parts: 1-Definition of New Media Advertising and National Culture;2-The Profound Structure and Properties of National Culture in New Media Advertising;3-The Research of Problems in Embedding and Dissemination of National Culture in the New Medium Advertising;4-The Research of Techniques in Embedding and Dissemination of National Culture in the New Medium Advertising;5-The Effective Way of Embedding and Dissemination of National Culture in the New Medium Advertising.This article is based on the features of spreading way of new media, aiming at nationality, sociality, artistry, religious and multi-dimension of national culture, to turn the single subject of research to human culture studies for led. In the point of national culture and national interactive belief to give a interdisciplinary research using advertising, communication, religion and art, excavating what is contained in the national art of history changes, economic status and culture psychological. I will explore the culture of creative and human culture diversity, proposed protection and development culture in new media advertising dynamically. An system of national culture protection can be established in the foundation with embedded national culture embedded into new media advertising by practical investigation and theoretical research combination, highlighting theory research and empirical study combination, and focusing on method of scientific, standardization and preciseness. For long-term peace of the country, the nation of the future and the reunification of the motherland, provide basis for the healthy development of China advertising and provide the policy advertisements, to achieve sustainable development of China culture, and enhance of national cohesion and globalization the Chinese culture. It has the vital theoretical significance and practical significance to improve the soft power.