论述现代广告创意与中国传统文化内涵的契合点

摘  要

在现代商业性的社会里，中国广告也面临转型，中国广告设计师们必须具备适应这1转变的新思维。在研究广告创意的同时必须注意国家的文化现象文化思想，要把中国坚实的文化根基与民族精神在广告设计创意中完整得体现，就得必须寻找出两者的契合点。两者的契合点是如何体现出来的就是我将要探讨的问题。  

关键词：广告创意  民族精神  民族语言  情感化  

Abstract

In modern commercial society, China advertisement is it make the transition to face too, China advertising designer must is it meet new thinking of transition this to possess. Must pay attention to the culture phenomenon culture and ideology of the country while studying advertisement intention, want and national spirit so intact that reflect among advertisement design intention China solid cultural foundation, must look for out the joint of the two. It is the question that I will probe into how the joint of the two embody.

Key words:  Advertising intention    National spirit    National language    Emotion