中国传统思想对现代广告的影响  

The Impacts of China's Traditional Thoughts on Modern Advertising

作　　者：郭卫[1] 

机构地区：[1]武汉理工大学外国语学院,湖北武汉430070

出　　处：《武汉理工大学学报（社会科学版）》2006年第3期442-445,共4页Journal of Wuhan University of Technology:Social Sciences Edition

摘　　要：从中国传统思想对当代文化的影响入手,分析了传统思想与现代广告的关系,着重讨论了儒家思想的伦理、道家思想的境界与崇尚自然、禅宗思想的以心传心的思维方式对现代广告的深刻影响。认为,把握住中国传统思想的精髓,可以作出格调高雅具有传神效果的现代广告。Based on the influence of China＇s traditional thoughts on the contemporary culture, the paper makes an analysis on the relationship between traditional thoughts and modern advertising. Then it probes largely into the profound impacts of Confueianism＇s Lunli, Taoist School＇s thoughts and its love for the nature, and the Chan seets＇s thinking modes on modern advertising. A conclusion if finally reached that adhering to the positive sides of ehina＇s traditional thoughts, modern ads with elegance and vividness can be done.

关 键 词：儒家思想 禅宗 道家 现代广告 

分 类 号：G206.3[文化科学—传播学]