The Research Of Communication Of Chinese Traditional Culture In Advertising Since The New Century

Chinese traditional culture is broad and profound,it gives the advertising creators more inspiration and material resources.The elements of Chinese traditional culture into modern advertising design,more can enhance the cultural connotation of advertising design works.At the same time,it is also advantageous to carry forward and inherit the traditional Chinese culture.The second chapter focuses on the China traditional culture concept and content in detail,and the combination of the new era and social background,to explore the relationship between advertising and traditional culture as well as new century China advertising and traditional culture.The third chapter is the focus of this article,mainly analyzes the Chinese traditional culture and the advertising of the new century.Chinese traditional culture broad and profound,it is difficult to explain one by one,therefore,the author on the basis of Professor Wang Yuhai's division of the Chinese content of traditional culture,traditional culture China will be divided into three aspects,namely China traditional folk culture,traditional culture and art China Chinese traditional culture,to explore the traditional culture elements in China the application of advertising in the new century,through the case analysis to find more useful cultural materials.The fourth chapter mainly analyzes the communication effect of advertising China traditional culture since the new century,through the questionnaire survey,the dissemination of the communication effect theory based on the reference acceptance,respondents respectively from the traditional culture of advertising from traditional culture cognition,understanding the effect of advertising,social behavior and feedback of these three aspects,according to the questionnaire results are analyzed and discussed,and concluded the advertisement dissemination effect since the new century Chinese into traditional culture.Finally,the author combined with content analysis and dissemination of results above,summed up the new century has Chinese traditional culture since advertising problems in combined with the successful experience of the excellent advertising case,gives the corresponding suggestions to solve the problem.