传统文化元素在数字广告中的传播应用研究  

Communication and Application of Traditional Cultural Elements in Digital Advertising

作　　者：刘笑男[1] LIU Xiaonan(Liaoning Normal University,Liaoning Dalian 116029,China)

机构地区：[1]辽宁师范大学,辽宁大连116029

出　　处：《包装工程》2024年第10期369-376,共8页Packaging Engineering

基　　金：2022年辽宁省教育厅高校基本科研项目(LJKMR20221382)。

摘　　要：目的借助数字广告传播形式,弘扬中华优秀传统文化,探索传统文化元素在数字广告中的应用策略。方法通过问卷调查分析,对受众关于数字广告中传统文化元素的认知展开分析,整理出传统文化元素在数字广告应用过程中存在的问题。结果基于应用中存在的不足,总结出传统文化元素在数字广告中的应用策略。结论通过对受众的认知及存在的问题进行分析,运用创意内涵的挖掘、传统文化元素的创新运用、对接用户兴趣、讲好文化故事等手段让传统文化元素在数字广告中发挥出更好的传播效果。The work aims to promote the excellent traditional Chinese culture and explore the application strategies of traditional cultural elements in digital advertising through digital advertising communication.The questionnaire survey analysis was conducted to analyze the audience's understanding of traditional cultural elements in digital advertising and identify the problems existing in the application process of traditional cultural elements in digital advertising.Based on the shortcomings in application,the application strategies of traditional cultural elements in digital advertising were summarized.By analyzing the audience's cognition and existing problems,the methods of excavating the creative conno-tation,innovating in the application of traditional cultural elements,docking users'interests and telling cultural stories well can be used to make the traditional cultural elements play a better communication effect in digital advertising.

关 键 词：传统文化 数字广告 传播效果 

分 类 号：TB482[一般工业技术—包装工程] J524.3[艺术—艺术设计]