商业广告经过多年发展,已走上借鉴传统文化精华,逐步提升自身品位的发展道路,设计策划者提出“创意跟着文化走”理念,并在这种理念指导下进行创作。中国传统的哲学思想在继承发扬的同时,还应加以创新,使商业影视广告更具有时代特征。贯通中西文化,实现商业广告的经济价值和文化价值完美统一,是广告人追求的目标。 After years of development, commercial advertising has embarked on the path of learning from the essence of traditional culture and gradually improving its own taste. The design planners put forward the idea of ​​“creative and cultural follow-through” and creatively conducted under the guidance of this concept. While inheriting and developing Chinese traditional philosophical thinking, we should also make innovations to make commercial television advertisements more characteristic of the times. Through the Chinese and Western cultures, commercial advertising to achieve the perfect economic value and cultural unity, is the pursuit of advertising goal.