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在各种传媒都非常发达的现代社会,人们每天看到的广告不计其数,其广告创意也不尽相同。传统文化作为各种思想文化、观念形态汇聚的结果,不可避免的也被用来作为广告创意中的组成元素。本文主要以山东半岛的公益广告为研究对象,并结合个案分析,从有形的物质文化和无形的精神文化两方面对其创意的产生进行着重分析,同时阐述了如何更契合地将传统文化与广告创意两者相结合,进而创作出更优秀的广告作品。
In the modern society where media is highly developed, there are countless advertisements that people see every day, and their creative ideas are different. As a result of convergence of various ideologies and cultures and concepts and forms, traditional culture is inevitably used as an element of advertising. This article mainly focuses on the public service advertisements in Shandong Peninsula, and analyzes the production of its creative ideas from the perspective of physical and intangible spiritual culture through case analysis. At the same time, it expounds how to combine traditional culture with advertising Creative combination of the two, and then create a more excellent advertising work.