新世纪以来广告中的中国传统文化传播研究

发布时间：2018-02-08 19:57

本文关键词： 中国传统文化广告内容分析传播效果　出处：《南京理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国传统文化博大精深,它给予了广告创作者更多的灵感和素材资源。将中国传统文化元素融入到现代广告设计中,更能增强广告设计作品的文化底蕴,同时也有利于弘扬和传承中国传统文化。论文第二章着重对中国传统文化的概念及内容进行了详细阐述,并且结合新世纪的时代以及社会背景,探讨广告与传统文化的关系以及新世纪以来的广告与中国传统文化的关系。第三章节为本文重点,主要分析中国传统文化与新世纪以来的广告相融合的关于内容上的分析。中国传统文化的内容纷繁复杂,很难一一加以解析,因此,笔者在结合王玉海教授对中国传统文化的内容划分的基础上,将中国传统文化的内容分为三大方面,分别是中国传统民俗文化、中国传统艺术文化与中国传统思想文化,来探讨中国传统文化中的诸多元素在新世纪以来的广告中的应用,通过案例分析来挖掘出更多的可供借鉴的文化素材。第四章节主要为新世纪以来广告中的中国传统文化的传播效果分析,通过问卷调查的方式,基于传播学的传播效果理论,分别从受访者对广告借鉴传统文化的接受程度、对广告借鉴传统文化的认知、理解效果,以及社会行为反馈这三方面,结合问卷结果进行效果分析,并作出融入中国传统文化的新世纪以来广告传播效果的结论。最后作者结合上文的内容分析和传播效果分析中,总结出新世纪以来广告中的中国传统文化传播过程中存在的问题,并结合优秀的广告案例的成功经验,给出相应的解决问题的建议。
[Abstract]:China traditional culture is broad and profound, it gives advertisers more inspiration and material resources. China will integrate elements of traditional culture to the modern advertisement design, advertisement design works can enhance the cultural heritage, but also conducive to promoting and inheriting the traditional culture. Chinese theory in detail in the second chapter focuses on Chinese traditional culture the concept and content, and combined with 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 section of this paper is mainly about the analysis of the key points, the content of the integration of traditional culture and Chinese since the new century China traditional culture of advertising. The content of the complex, difficult one to resolve, therefore, the author on the basis of Professor Wang Yuhai of Chinese content into traditional culture on the China traditional culture content is divided into three aspects, namely Chinese traditional folk culture, traditional culture and art Chinese Chinese traditional culture, to explore the application of many elements Chinese in traditional culture in the new century AD, through the case analysis to find more useful cultural material. The fourth chapter mainly for the analysis of communication effect in advertising China traditional culture since the new century, through the questionnaire survey, the dissemination of the dissemination of results based on the theory, separately from the respondents to the advertising reference on the receiving process of traditional culture, to understand the effect of advertising from traditional culture, social cognition, and behavior feedback these three aspects, combined with the questionnaire to analyse the result, and make a conclusion of advertising communication effect since the new century China into traditional culture. Finally the author based on the above analysis and dissemination of content In the effect analysis, we summarize the problems in the process of Chinese traditional culture communication in the new century, and give some suggestions for solving the problems based on the successful experience of excellent advertising cases.

【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;G122

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