在现代中国广告创作中,创作者们继承并坚持传统元素的组合模式,继承传统的同时,力图变革,形成特有的中国风格。他们把西方广告的创意模式和传统的中国元素相融合,为中国广告拓宽了新路子,并使中国传统文化形式有了全新的一面。在这里,本文以公益广告为例,展示现代公益广告中的传统文化。 In modern Chinese advertising creation, creators inherit and adhere to the traditional elements of the combination mode, inherit the traditional at the same time, trying to change, the formation of a unique Chinese style. Their integration of the creative model of western advertising with the traditional Chinese elements has broadened the new approach to advertising in China and brought a whole new dimension to the traditional Chinese culture. Here, this article takes public service advertisement as an example to display the traditional culture in modern public service advertisement.